Spotify, Taylor Swift, and the Commoditization of Recorded Music
When Taylor Swift recently pulled her music from Spotify, it (once again) brought Spotifyâs minuscule (~$0.006 per play) payouts under the microscope. Artists complain that Spotifyâs payouts are so small as to be extortionate, while Daniel Ek, Spotifyâs CEO, countered that Spotify is a desirable alternative to piracy, actually pays more compared to traditional radio, and that there is no correlation between Spotify activity and a decline in record sales. Being a music creator myself, this is an issue thatâs constantly on my mind.
Swift wrote in a WSJ op-ed: âMusic is art, and art is important and rare. Important, rare things are valuable. Valuable things should be paid for.â In other words, artists deserve to get paid, and I couldnât agree more. But as Clint Eastwood said in 1992âs Unforgiven: âDeserveâs got nothing to do with it.â And when evaluating the music industry on a macroeconomic level -- as much as it pains me to say this -- I donât think there can be an expectation to make a living off of recorded music, in the long term.
From an economic perspective, recorded music is unique in that its supply is ever-increasing. After being consumed, a song doesnât disappear and need to be replaced; it continues to exist for future listeners. Not only is the supply increasing, but itâs rate of growth is increasing as well. New technology has made it easier for DIY musicians to record and produce music. Combine this with this with the ease of digital distribution and itâs no surprise that the supply of music is skyrocketing. Imagine how many individual songs will exist in another 10 years. Mind boggling.
One of the basic laws of economics is that as supply increases and demand remains the same, the price of a good falls. Given the increase in supply, the price of an individual song can only remain the same if demand increases commensurately. Increased demand could hypothetically come from population growth, partitioning of niche tastes, or the emergence of new genres, but my general sense (without running the numbers) is that the increased supply of music will not be sufficiently offset, thus rendering recorded music a commodity in the long run. Essentially, the price of a recorded song will continue to fall over time, to the point where it will be negligible. Again, I believe art is valuable and should be paid for. But objectively looking at the future, it appears that recorded music will only see a decline in monetary value.
The exception here are superstars like Taylor Swift. These stars are more than mere artists; they are social phenomena. Humans will always have a hunger for the ânewâ thing, and these stars will meet that need, making large sums of money in the process. We can probably expect there to always be several of them in each genre. For the purpose of this essay, I consider bands like Radiohead to also be superstars, despite their radical artistic differences from Swift et al.
Itâs important to note that popular artists (from any genre) are competing for the attention, or âmind-shareâ, of the general public, and the public âmindâ can only support a finite number of these stars at any one time. As the volume of songs -- and good songs -- goes up over time, the average person can still only âcareâ about the same number of artists in their life. This further marginalizes the value of all the âotherâ music accumulating out there. So the ability to make money in music is increasingly predicated on becoming a break-through star. However, achieving this is more akin to winning the lottery than pursuing a career.
Given all this cynicism, is there a silver lining amongst all the changes sweeping through the music industry?
Producer, frontman, and author of the seminal 1993 essay, The Problem With Music, Steve Albinis recently made a good argument that the environment for independent artists is actually better now than it was under the label system. Independent musicians seem to be nostalgic for a time when they could expect to make a living from recorded music. But Albinis corroborates that in reality, this eden never truly existed.
Nowadays, services like Spotify, rather than being a negative force, actually make it comparatively easier for independent artists to distribute and build exposure. That exposure just needs to be monetized in new ways. Iâd like to note that Spotify probably couldnât increase artist payouts without going out of business: it already pays 70% of its revenue back to labels and artists, and the company continues to operate at a loss. Would artists rather have Spotify with its current payout system, or no Spotify at all? Tough question.
In historical terms, the record industry has only been around for a relatively short period of time. Less than a century. If you look back beyond the 20th century, musicians did not make money via recorded music but through live performance. So I ask this: was the record industry of the 20th century the norm⌠or the exception? Was the record industry simply a bubble -- a transitional era -- that is now coming to an end? Over the past few decades, the price of concert tickets has risen exponentially. Perhaps the source of music revenue is simply returning to its natural state: live performance.
Unlike recorded music, live music is a scarce resource: it only exists for a limited period of time. Sure, it can be recorded, but anyone worth their salt knows that you canât truly replicate the in-person experience. Artists can, and will, continue to differentiate themselves on the stage. This is obviously not revelatory, as pundits have long proclaimed that the money is now in touring. But Iâd like to end on this more hopeful note that the music industry isnât facing an apocalypse, just changing. And the successful artists will be the ones who change with it. Be nostalgic at your own risk.










