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Spotify Wrapped is a social media sensation. Its impact on artists and listeners is debatable

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2 years ago

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For some, it’s Christmas. For astronomers, it’s the Winter Solstice. But for literally millions of others, December means something different — for them, it’s Spotify Wrapped month.

The juggernaut campaign, currently in its sixth officially branded year, packages Spotify users’ listening statistics, and musicians’ streaming numbers in easily shareable panes. For some music fans, it has come to partially define the holiday season.

It takes over social media for at least a few days after its Dec. 1 premiere, and has grown big enough that other streaming giants have aped it themselves, with both YouTube and Apple Music recently coming out with their own versions.

What began as a small side project has exploded into what is essentially a multi-million dollar ad campaign. The tangible impact of Wrapped on listener statistics is still debatable; as is how much the project boosts Spotify itself, versus the benefit it provides artists.

It’s also unclear why users are so enamoured with the idea of having their private data packaged and sold back to them. One digital rights advocacy group described Wrapped as a “business model … based on surveillance” in a recent Wired magazine article.

Jem Aswad, deputy music editor of Variety, said the campaign’s real benefit to Spotify is difficult to measure. In a cluttered field of year-end critics’ polls and retrospective reviews, it’s almost impossible to tease out what had the most impact — despite the fact that app downloads typically increase in December. Spotify downloads jumped by 21 per cent that month in 2020, according to marketing company MoEngage.

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Which artist was at the top of your Spotify Wrapped stats? A Winnipeg musician hopes you’re supporting them in ways other than streams. Winnipeg indie artist Ila Barker shares her mixed reaction to the streaming site with Faith Fundal.

That’s no small feat for one of the biggest music streaming platforms on Earth.

Of roughly 525 million subscribers to music streaming services globally, Spotify holds a market share of about 30 per cent, according to Midia Research, an entertainment consultancy.

Increasing its brand recognition through the Spotify Wrapped campaign is “catnip” for the streaming service and its staff, Aswad said.

The real purpose of Wrapped is users sharing screenshots of the lists provided to them, which prominently includes the Spotify logo, he said. “Because it’s both endorsing Spotify in a sort of sidelong way, and it really makes the thing more popular.”

‘It is a brilliant use of social media’

But the most powerful aspect is that Wrapped works as both a commercial and a service, he said, helping the promotion gain user interest.

“The reason that Wrapped and things like it have become the phenomenon that they have …  is it’s both about the music and the person,” he said “It’s a reflection. It is a brilliant use of social media — or the tactics of social media — to enable people to say something about themselves.”

The fact that this kind of project works at all is still something of a mystery to some observers. Concerns over online tracking are simmering. Apple allowed users to turn it off for certain apps earlier this year — threatening Facebook’s entire business strategy — so it seems odd that a feature built on sharing personal data would take off.

But Kimeko McCoy, an Atlanta-based freelance journalist and digital marketer, said this trend can help stoke desire.

“There’s a hunger, if you’ll put it that way, for people: ‘If you’re going to use my data, make it worth my while,'” she said. “And it seems that’s kind of what Spotify has hit the nail on the head with.”

The knock-on though, leads to more than just a grassroots advertising campaign. As Spotify users share their Wrapped lists and potentially drum up desire for the only app that currently offers such detailed analytics, some artists says it drowns out valid criticism of how the streaming service remunerates them.

“Each year I wonder why Spotify Wrapped graphics never tell us how much money we made from Spotify — in comparison to how much revenue our music generated for the platform,” Canadian rapper Masia One wrote in a Facebook post, sharing her own modified version of the trend.

“This year, I re-jigged my Spotify Wrapped to reflect the numbers that effect my life and sustainability as a songwriter and artist.”

American labour group Union of Musicians and Allied Workers (UMAW) took a similar stance, creating a parallel campaign — “Spotify Unwrapped” — to highlight the low pay artists receive for streams on the app.

As for the immediate effect Wrapped has for artists, answers run the gamut. Aswad said big-name musicians with billions of streams for the year like Taylor Swift or The Weeknd would likely see an observable benefit from tens of thousands of posts sharing their music.

Meanwhile Ralph, a singer-songwriter from Toronto, who racked up 5.7 million streams this year, said for her Wrapped initially did more harm than good. Beginning as a musician, seeing peers post their streaming numbers at the end of the year turned their careers into a very public competition — one she worried she was losing.

“It was really hard for me, actually. I actually had to put my phone down,” she said. As her career has grown, however, she said she’s come to appreciate the opportunity to share her results and celebrate other artists.

Vancouver musician bbno$ performs at the 2022 Juno Awards in Toronto. (CARAS/iPhoto)

And then there’s the artists in between — like Vancouver’s bbno$, whose earworms Lalala and Edamame helped him bring in nearly 550 million streams this year. In his case, Wrapped added a very noticeable cherry on top.

“Edamame was streaming at like, let’s say like 270 a day, and yesterday did like 400,” he said the day after Spotify Wrapped’s launch. “For no reason really. It’s just people are reminded again that I listened to bbno$ all year, so let’s just go back and listen to him again.”

Despite the fact Spotify allegedly pays an industry-low of under half a cent per stream, he said the trade-off is worth it. During the pandemic, one of the most difficult times for musicians to make a career, he said any service that can help artists keep going is worthwhile. As is any campaign, like Wrapped, that helps the service to thrive, he added.

“Who cares? It’s still there,” he said, pointing to the streaming service as his saving grace during the loss of touring income brought on by the pandemic. “I have a career out of literally nothingness. And God bless Spotify at the same time … Like, do I think there could be more money? Absolutely. But right now, I’m fine.”

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What to stream this weekend: ‘Civil War,’ Snow Patrol, ‘How to Die Alone,’ ‘Tulsa King’ and ‘Uglies’

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6 days ago

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September 13, 2024

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Hallmark launching a streaming service with two new original series, and Bill Skarsgård out for revenge in “Boy Kills World” are some of the new television, films, music and games headed to a device near you.

Also among the streaming offerings worth your time as selected by The Associated Press’ entertainment journalists: Alex Garland’s “Civil War” starring Kirsten Dunst, Natasha Rothwell’s heartfelt comedy for Hulu called “How to Die Alone” and Sylvester Stallone’s second season of “Tulsa King” debuts.

NEW MOVIES TO STREAM SEPT. 9-15

— Alex Garland’s “Civil War” is finally making its debut on MAX on Friday. The film stars Kirsten Dunst as a veteran photojournalist covering a violent war that’s divided America; She reluctantly allows an aspiring photographer, played by Cailee Spaeny, to tag along as she, an editor (Stephen McKinley Henderson) and a reporter (Wagner Moura) make the dangerous journey to Washington, D.C., to interview the president (Nick Offerman), a blustery, rising despot who has given himself a third term, taken to attacking his citizens and shut himself off from the press. In my review, I called it a bellowing and haunting experience; Smart and thought-provoking with great performances. It’s well worth a watch.

— Joey King stars in Netflix’s adaptation of Scott Westerfeld’s “Uglies,” about a future society in which everyone is required to have beautifying cosmetic surgery at age 16. Streaming on Friday, McG directed the film, in which King’s character inadvertently finds herself in the midst of an uprising against the status quo. “Outer Banks” star Chase Stokes plays King’s best friend.

— Bill Skarsgård is out for revenge against the woman (Famke Janssen) who killed his family in “Boy Kills World,” coming to Hulu on Friday. Moritz Mohr directed the ultra-violent film, of which Variety critic Owen Gleiberman wrote: “It’s a depraved vision, yet I got caught up in its kick-ass revenge-horror pizzazz, its disreputable commitment to what it was doing.”

— AP Film Writer Lindsey Bahr

NEW MUSIC TO STREAM SEPT. 9-15

— The year was 2006. Snow Patrol, the Northern Irish-Scottish alternative rock band, released an album, “Eyes Open,” producing the biggest hit of their career: “Chasing Cars.” A lot has happened in the time since — three, soon to be four quality full-length albums, to be exact. On Friday, the band will release “The Forest Is the Path,” their first new album in seven years. Anthemic pop-rock is the name of the game across songs of love and loss, like “All,”“The Beginning” and “This Is the Sound Of Your Voice.”

— For fans of raucous guitar music, Jordan Peele’s 2022 sci-fi thriller, “NOPE,” provided a surprising, if tiny, thrill. One of the leads, Emerald “Em” Haywood portrayed by Keke Palmer, rocks a Jesus Lizard shirt. (Also featured through the film: Rage Against the Machine, Wipers, Mr Bungle, Butthole Surfers and Earth band shirts.) The Austin noise rock band are a less than obvious pick, having been signed to the legendary Touch and Go Records and having stopped releasing new albums in 1998. That changes on Friday the 13th, when “Rack” arrives. And for those curious: The Jesus Lizard’s intensity never went away.

— AP Music Writer Maria Sherman

NEW SHOWS TO STREAM SEPT. 9-15

— Hallmark launched a streaming service called Hallmark+ on Tuesday with two new original series, the scripted drama “The Chicken Sisters” and unscripted series “Celebrations with Lacey Chabert.” If you’re a Hallmark holiday movies fan, you know Chabert. She’s starred in more than 30 of their films and many are holiday themed. Off camera, Chabert has a passion for throwing parties and entertaining. In “Celebrations,” deserving people are surprised with a bash in their honor — planned with Chabert’s help. “The Chicken Sisters” stars Schuyler Fisk, Wendie Malick and Lea Thompson in a show about employees at rival chicken restaurants in a small town. The eight-episode series is based on a novel of the same name.

— Natasha Rothwell of “Insecure” and “The White Lotus” fame created and stars in a new heartfelt comedy for Hulu called “How to Die Alone.” She plays Mel, a broke, go-along-to-get-along, single, airport employee who, after a near-death experience, makes the conscious decision to take risks and pursue her dreams. Rothwell has been working on the series for the past eight years and described it to The AP as “the most vulnerable piece of art I’ve ever put into the world.” Like Mel, Rothwell had to learn to bet on herself to make the show she wanted to make. “In the Venn diagram of me and Mel, there’s significant overlap,” said Rothwell. It premieres Friday on Hulu.

— Shailene Woodley, DeWanda Wise and Betty Gilpin star in a new drama for Starz called “Three Women,” about entrepreneur Sloane, homemaker Lina and student Maggie who are each stepping into their power and making life-changing decisions. They’re interviewed by a writer named Gia (Woodley.) The series is based on a 2019 best-selling book of the same name by Lisa Taddeo. “Three Women” premieres Friday on Starz.

— Sylvester Stallone’s second season of “Tulsa King” debuts Sunday on Paramount+. Stallone plays Dwight Manfredi, a mafia boss who was recently released from prison after serving 25 years. He’s sent to Tulsa to set up a new crime syndicate. The series is created by Taylor Sheridan of “Yellowstone” fame.

— Alicia Rancilio

NEW VIDEO GAMES TO PLAY

— One thing about the title of Focus Entertainment’s Warhammer 40,000: Space Marine 2 — you know exactly what you’re in for. You are Demetrian Titus, a genetically enhanced brute sent into battle against the Tyranids, an insectoid species with an insatiable craving for human flesh. You have a rocket-powered suit of armor and an arsenal of ridiculous weapons like the “Chainsword,” the “Thunderhammer” and the “Melta Rifle,” so what could go wrong? Besides the squishy single-player mode, there are cooperative missions and six-vs.-six free-for-alls. You can suit up now on PlayStation 5, Xbox X/S or PC.

— Likewise, Wild Bastards isn’t exactly the kind of title that’s going to attract fans of, say, Animal Crossing. It’s another sci-fi shooter, but the protagonists are a gang of 13 varmints — aliens and androids included — who are on the run from the law. Each outlaw has a distinctive set of weapons and special powers: Sarge, for example, is a robot with horse genes, while Billy the Squid is … well, you get the idea. Australian studio Blue Manchu developed the 2019 cult hit Void Bastards, and this Wild-West-in-space spinoff has the same snarky humor and vibrant, neon-drenched cartoon look. Saddle up on PlayStation 5, Xbox X/S, Nintendo Switch or PC.

— Lou Kesten

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Trump could cash out his DJT stock within weeks. Here’s what happens if he sells

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4 weeks ago

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August 23, 2024

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Former President Donald Trump is on the brink of a significant financial decision that could have far-reaching implications for both his personal wealth and the future of his fledgling social media company, Trump Media & Technology Group (TMTG). As the lockup period on his shares in TMTG, which owns Truth Social, nears its end, Trump could soon be free to sell his substantial stake in the company. However, the potential payday, which makes up a large portion of his net worth, comes with considerable risks for Trump and his supporters.

Trump’s stake in TMTG comprises nearly 59% of the company, amounting to 114,750,000 shares. As of now, this holding is valued at approximately $2.6 billion. These shares are currently under a lockup agreement, a common feature of initial public offerings (IPOs), designed to prevent company insiders from immediately selling their shares and potentially destabilizing the stock. The lockup, which began after TMTG’s merger with a special purpose acquisition company (SPAC), is set to expire on September 25, though it could end earlier if certain conditions are met.

Should Trump decide to sell his shares after the lockup expires, the market could respond in unpredictable ways. The sale of a substantial number of shares by a major stakeholder like Trump could flood the market, potentially driving down the stock price. Daniel Bradley, a finance professor at the University of South Florida, suggests that the market might react negatively to such a large sale, particularly if there aren’t enough buyers to absorb the supply. This could lead to a sharp decline in the stock’s value, impacting both Trump’s personal wealth and the company’s market standing.

Moreover, Trump’s involvement in Truth Social has been a key driver of investor interest. The platform, marketed as a free speech alternative to mainstream social media, has attracted a loyal user base largely due to Trump’s presence. If Trump were to sell his stake, it might signal a lack of confidence in the company, potentially shaking investor confidence and further depressing the stock price.

Trump’s decision is also influenced by his ongoing legal battles, which have already cost him over $100 million in legal fees. Selling his shares could provide a significant financial boost, helping him cover these mounting expenses. However, this move could also have political ramifications, especially as he continues his bid for the Republican nomination in the 2024 presidential race.

Trump Media’s success is closely tied to Trump’s political fortunes. The company’s stock has shown volatility in response to developments in the presidential race, with Trump’s chances of winning having a direct impact on the stock’s value. If Trump sells his stake, it could be interpreted as a lack of confidence in his own political future, potentially undermining both his campaign and the company’s prospects.

Truth Social, the flagship product of TMTG, has faced challenges in generating traffic and advertising revenue, especially compared to established social media giants like X (formerly Twitter) and Facebook. Despite this, the company’s valuation has remained high, fueled by investor speculation on Trump’s political future. If Trump remains in the race and manages to secure the presidency, the value of his shares could increase. Conversely, any missteps on the campaign trail could have the opposite effect, further destabilizing the stock.

As the lockup period comes to an end, Trump faces a critical decision that could shape the future of both his personal finances and Truth Social. Whether he chooses to hold onto his shares or cash out, the outcome will likely have significant consequences for the company, its investors, and Trump’s political aspirations.

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Arizona man accused of social media threats to Trump is arrested

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4 weeks ago

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August 23, 2024

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Cochise County, AZ — Law enforcement officials in Arizona have apprehended Ronald Lee Syvrud, a 66-year-old resident of Cochise County, after a manhunt was launched following alleged death threats he made against former President Donald Trump. The threats reportedly surfaced in social media posts over the past two weeks, as Trump visited the US-Mexico border in Cochise County on Thursday.

Syvrud, who hails from Benson, Arizona, located about 50 miles southeast of Tucson, was captured by the Cochise County Sheriff’s Office on Thursday afternoon. The Sheriff’s Office confirmed his arrest, stating, “This subject has been taken into custody without incident.”

In addition to the alleged threats against Trump, Syvrud is wanted for multiple offences, including failure to register as a sex offender. He also faces several warrants in both Wisconsin and Arizona, including charges for driving under the influence and a felony hit-and-run.

The timing of the arrest coincided with Trump’s visit to Cochise County, where he toured the US-Mexico border. During his visit, Trump addressed the ongoing border issues and criticized his political rival, Democratic presidential nominee Kamala Harris, for what he described as lax immigration policies. When asked by reporters about the ongoing manhunt for Syvrud, Trump responded, “No, I have not heard that, but I am not that surprised and the reason is because I want to do things that are very bad for the bad guys.”

This incident marks the latest in a series of threats against political figures during the current election cycle. Just earlier this month, a 66-year-old Virginia man was arrested on suspicion of making death threats against Vice President Kamala Harris and other public officials.

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