Ever since Spotify’s inception in 2008, the music-streaming service has been a source of fascination for the celebrity world. Perhaps the most famous person to ever be signed to the service is Justin Bieber, who recently surpassed one million subscribers. But what is it about Spotify that has made it so attractive to celebrities?
Certainly, the service’s success is a reflection of the booming subscription music market and the increasing popularity of streaming platforms like Spotify and Apple Music. In 2018, 124 million American adults used Spotify, Apple Music, or some other streaming service, compared to 27 million who used the traditional download market, according to research firm CD Baby.
And let’s be real: Whether you’re a diehard fan or just need a relaxing day or night of musical entertainment, there’s something about Spotify that makes it a magnet for music lovers.
What Is Spotify’s Unique Selling Point?
Spotify’s co-founders Daniel Ek and Björn Ulvaeus had a clear vision when they set out to create the world’s largest online-concert-listening experience. As they told Billboard in 2016, “We wanted to do for music what the internet did for information — democratize it and give everyone the platform to engage with musicians.”
The two set out to do this in many ways. First, they used a proprietary algorithm to surface high-quality music to users based on their listening habits. Next, they designed the app to allow for seamless, quick skimming of artist information and album tracks, without needing to continuously click through to another screen.
Spotify also uses a social element: Users can follow other users’ playlists, which appear on their dashboard in the form of a social network. The more a user interacts with these playlists, the higher their status within the Spotify community, which in turn, earns them better music matching and recommendations.
Why Has Spotify Become Such A Haven For Celebrities?
Although Spotify is home to countless musicians, it’s also become a haven for A-list celebrities. In fact, the list of people who’ve had a presence on the platform is pretty incredible. Here’s a small sample:
- Ariana Grande
- Mariah Carey
- Kanye West
The most notable thing about these artists is that many of them have either already achieved superstar status or are at least on their way there. As a result, they have established a strong connection with their fan base, which then leads to more interest in exploring the platform.
In other words, these celebrities already have a large audience and are more likely to land on Spotify because it’s the most established source of music for their followers. Essentially, their existing fan base is more likely to discover new music on Spotify than on another platform.
Why Should You Care About This Trend?
Whether you love or hate celebrity culture, you have to acknowledge that this is a trend that won’t go away. There’s no question that celebrities will continue to flock to platforms like Spotify, as it provides them with a unique opportunity to connect with fans.
That being said, the platforms themselves are aware of this trend and are working to make the most of it. For instance, Spotify is consistently updating its app with new features and functionality to stay relevant in this ever-changing world. And the social element of the app allows for more ways to engage with fans.
Further, celebrities are utilizing platforms like TikTok and Instagram to engage with their audience, which in many cases, is much larger than that of Twitter. As a result, these platforms have developed specialized tools to assist in connecting with fans: