Spotify’s Daniel Ek invested €600 million in AI-powered military systems, which has triggered a wave of backlash from artists and industry observers. The Spotify defense tech investment, made through his firm Prima Materia, helped push the controversial defense startup’s valuation to a staggering €12 billion.
The money earned from your music is now helping to build surveillance drones and battlefield tech.
Take a moment to let THAT sink in…
Artists like King Gizzard & the Lizard Wizard have already pulled their music off Spotify in protest. And they’re not alone. Deerhoof also left the platform, saying:
“We are privileged that it was a pretty easy decision for us. Spotify only pays a pittance anyway, and we earn a lot more from touring. But we also understand that other artists and labels do rely on Spotify for a bigger chunk of their income, and don’t judge those who can’t make the same move in the short term.”
They added:
“Spotify is flushing itself down the toilet. Eventually, artists will want to leave this already widely hated data-mining scam masquerading as a ‘music company.’ It’s creepy for users and crappy for artists. Music-making lasts forever, but this or that digital get-rich-quick scheme is sure to become obsolete.”
As you know, Ek didn’t build Spotify solely on the backs of independent musicians. The major labels were in from day one. But the Spotify defense tech investment makes it impossible to ignore the gap between the people making the music and the people profiting from it.
Musicians, once again, are being asked to look the other way while tech execs use the spoils of streaming to fund industries that have nothing to do with music — and, for many, everything to do with violence and surveillance. Just like our friends at Meta.
Turns Out Musicians Aren’t the Only Ones Getting Screwed
It’s happening to all creators. As an author, I have deep empathy for what musicians are going through right now. I was forced to sell my latest book on Amazon — not because I wanted to, but because that’s where readers are.
And despite doing everything “right,” Amazon messed up my book launch so badly this summer that it threw the entire rollout into chaos. I had to pick up the pieces, explain what happened to my audience, and rework my strategy in real time. I had done this countless times for my musicians. The whole show was one I had seen before.
I know what it feels like to need the reach — and resent the system that controls it.
Don’t Confuse Access With Power
A lot of musicians I speak with feel like they have to be on Spotify — and I get it. Just like I need Amazon to reach readers, Spotify is often the go-to for listeners. With over 100 million subscribers, its reach is undeniable. So yes, it may feel like a necessary evil — one we all have to contend with. But that’s exactly why it’s so important to be intentional about what you’re building outside of it. You can play the platform game if you need to — but make absolutely sure you’re also building something you own.
You may not be able to walk away from streaming today. But what you can do is start building a foundation that no platform can take away.
That means:
- Growing your email list
- Creating your own website or fan hub
- Prioritizing direct-to-fan relationships over algorithm reach
- Investing in Bond Marketing — a strategy built on real, lasting connections
We can’t stop the tech giants from doing what they do. But we can stop letting them own the only channels we use to reach our audience.
So yes — play the game. Be on Spotify if you need to be. But don’t stop there. Build your Bond. That means more than just growing your list. It means showing up for your fans, giving them something they can count on. Create a sanctuary — a space that feels safe, honest, and real. A place where they know you’ll still be, no matter what happens to the algorithm, the playlist, or the platform. That’s the real work. And it’s the kind that actually lasts.
Ready to build something that lasts?
If the Spotify defense tech investment made you take a hard look at where your music lives — you’re not alone.
Start future-proofing your career today with a free chapter from my book:
From Buzz to Bond: How To Stop Chasing Hype & Build A Lasting Music Career
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