On Wednesday around midnight, a new song showed up on RapCaviar, Spotify‘s premier hip-hop playlist: “All Falls Down,” Kanye West’s second hit single ever, which came out almost 20 years ago. While RapCaviar is mostly focused on new releases, it does occasionally feature throwbacks. Still, the addition felt notable, because a new release from West and Ty Dolla $ign is expected to arrive at midnight tonight and executives around the music industry are curious how streaming service gatekeepers will respond. 

Will they support the renowned artist who now goes by Ye, despite the fact that his past string of antisemitic comments caused most of his prominent business partners to sever ties since 2022? Or will they just ignore the new album all together?

“It’s going to be complicated,” says one former Spotify employee who spoke on the condition of anonymity. “There’s going to be a difference of opinion within those places on how to handle it. Some people in leadership positions will want to be harsh on Kanye for the nasty antisemitic things he has said. There will also be another side, the hip-hop teams, who will say, ‘No, it’s Kanye, people say crazy shit all the time, plus he apologized. We don’t care. We’re playlisting because it’s Kanye.’”

A digital marketer who helps artists with streaming strategy was more skeptical. “Streaming services didn’t support ‘Vultures’ [Ye’s previous song], so I would be very shocked” if they support the rest of the album, he says. “Even though Ye did his apology, it felt like that came and went so fast.”

Reps for Spotify, Apple Music and YouTube Music did not respond to a request for comment. 

Streaming services mostly avoid trying to wade into moral debates about artists’ character. One exception came when Spotify announced a new policy in 2018, writing on its blog that “in some circumstances, when an artist or creator does something that is especially harmful or hateful (for example, violence against children and sexual violence), it may affect the ways we work with or support that artist or creator.” 

The backlash against this announcement was swift. Anthony “Top Dawg” Tiffith, CEO of Top Dawg Entertainment, told Billboard, “I don’t think it’s right for artists to be censored.” Others felt similarly, and a few weeks later, Spotify said “we are moving away from implementing a policy around artist conduct.”

That said, two former employees say Spotify flexed its muscles around playlisting on at least one occasion. When Megan Thee Stallion was shot by Tory Lanez in 2020, “his songs weren’t getting in any playlists after that,” according to a former employee. (Lanez was found guilty in court in December 2022.) 

But Ye is not on trial, and he also has more than 140 Hot 100 hits to date. Many of these are still in regular rotation: His catalog has earned more than 480 million on-demand streams already this year in the U.S., according to Luminate.

Even so, his newest song sank like a stone. When Ye and Ty Dolla $ign released “Vultures” in November, it failed to crack the Hot 100, and it has amassed only around 33 million Spotify streams, a flop by Ye’s high-flying standards. (He released a video for the track “Talking/Once Again” with Ty earlier this week, but it is not yet available on streaming services.)

Two sources familiar with Ye’s search for a distribution deal say several streaming services signaled to them that they were unlikely to support new music from the star due to widespread outrage over his antisemitic comments. “For an artist as big as Kanye to release a new track and receive no major editorial placements is quite an outlier,” notes Nicki Camberg, a data journalist at the company Chartmetric, which tracks data on playlisting, social media, and streaming for artists. (“Vultures” was released through Label Engine, a distribution company owned by Create Music Group, according to identification information in YouTube’s Content Management System.)

“Vultures” has fared slightly better on the airwaves than it has on streaming services. The song has received airplay from around 30 stations, according to Mediabase. Two stations in Ye’s hometown of Chicago played the song the day it came out, and they’ve played it far more than anyone else: 199 spins so far in 2024 from WGCI and 181 from WPWX. The station that played “Vultures” third most this year, KVEG in Las Vegas, has played it 50 times. 

Aside from the iHeart-owned WGCI, it’s noticeable that the stations playing “Vultures” are mostly owned by smaller radio companies, not the behemoths like iHeart, Audacy and Sirius. The track has received 2,144 spins overall, with 6.187 million audience impressions. 

In the mid-2010s, radio was eclipsed by streaming services as the most important driver of listening behavior. Now a similar thing has happened to streaming services: Young fans are increasingly likely to discover music on short-form video platforms like TikTok. (Though they can’t find Universal Music Group songs there at the moment.) That tendency, combined with streaming services’ emphasis on personalization, led executives to tell Billboard in 2022 that “Spotify and Apple editorial playlists don’t have as much punch” as they used to.  

On an earnings call on Thursday (Feb. 8), Warner Music Group CEO Robert Kyncl noted that “the data discovery and consumption trends” in music “are driven by the algorithms of the larger platforms and users sharing playlists with each other” — not playlists controlled by the various platforms. “The guys who do playlists had a lot of power four or five years ago,” says one longtime A&R. “Now their power is dwindling, because it doesn’t matter what they say. The kids choose at the end of the day.”

This could work to Ye’s advantage. If he’s able to luck into viral moment, it won’t matter much whether he’s put on editorial playlists initially. Listeners will find the music and play it, and the audience response will impact streaming services.

So far, “Vultures” hasn’t generated this kind of enthusiasm. “From a fan perspective, if it was going crazy and everyone was talking about it, that would push it,” the digital marketer says. “But I haven’t seen that anywhere.”

Source link

By fcjyy

Free IMVU Credi PUBG FREE UC 10 FREE Shein Gift minecraft free Fire Kirin Sign Shein Summer Gi free IMVU Credi airbnb gift car YOUTUBE IS FULL HOW TO GET FREE TOP 5 EASIEST F NEW FIRE KIRIN one 4 all gift Free Amazon.com MONOPOLY GO FRE how to get unli BIGO LIVE Free how to get tikt bigo live free Bigo Live free ONLYFANS VIEWER TODAY S COIN MA How to get free HOW TO GET FREE Bingo Blitz Fre GET YOUR $750 S IMVU Free Credi PDF GET PAYPAL FREE PSN Gift C ONLYFANS VIEWER iNSTAGRAM FOLLO Get Free Instag Free Shein Gift Free Instagram Fire Kirin No D How do I get a New Trick To Ge Having a Hard t PUBG MOBILE MOD Today's Bingo B Got TikTok Coin Bingo Blitz Fre How I got 99999 FREE MONOPOLY G FREE PSN Gift C New.updated She HOW TO GET FREE COIN MASTER FRE Free Amazon Gif 8 Ball Pool Hac Free Shein Gift Fire Kirin Sign GET FREE PAYPAL Get 1000-5000 F [1000K+Free] Sh BIGO Live Free Free Coins & Fr BIGO LIVE unlim Free Monopoly G Free Fire Diamo 8 Ball Pool Gen TOP 5 APPS THAT Free Shein Gift Coin Master: La 8 Ball Pool Coi (updated genera connect % 8 Way [Premium Method TÉLÉCHARGEMENT 2024 MAIBBYY ON ps plus card Playstation Red UC CODES PUBG F REAL* Free!! Ti Free Instagram How to Get Unli Bigo Live Diamo Free Diamond Fr 2024 WAIFUMIIA COMMENT PIRATER tiktok coins fo steam card $100 FREE MONOPOLY G Bingo blitz Fre Bingo Blitz Fre ONLYFANS PREMIU FREE FIRE DIAMO FREE COIN MASTE FREE Shein Gift Garena Free Fir Free Instagram 9 PUBG KR FREE 8 Ball Pool Fre Free Diamonds F 8 Ball Pool Hac Free Instagram Today's Bingo B Add Unlimited 8 ONLYFANS CREATE Coin Master Fre Amazon Gift Car ONLYFANS VIEWER BIGO LIVE FREE IMVU free credi Earn Amazon Gif Free Amazon Gif giftcardmall my How To Get Free Claim your 1200 Free Amazon Gif Bingo Blitz Fre COIN MASTER FRE (codes) Fire Ki [UPDATED] MONOP GET TIKTOK COIN Free PlayStatio Working Playsta MIDASBUY UNITED psn card Free Playstatio Free Diamonds F TOP 5 EASIEST F Monopoly GO Fre Bigo Live Free HOW TO GET FREE Daily Gifts Bin GET FREE AMAZON How To get diam [How to Get Fre TÉLÉCHARGER PUB How I Get Monop Get 1000-5000 F How To Get Free Fire Kirin Mone Updated Bigo Li free minecraft PlayStation Gif TÉLÉCHARGEMENT Monopoly Go Fre NEW UPDATE COIN connect % 8 Way COIN MASTER WOR Bigo Live Diamo Free Instagram bigo live free Earn FREE Credi (updated genera Free fire new F 100% FREE BIGO How to get Free Free Instagram NEW FIRE KIRIN Coins & Cash Re Free Shein Gift COIN MASTER FRE ONLYFANS VIEWER F R E E ONLYFAN DIGITAL WALLETS Free PSN gift c 10 Amazon Gift (NEW-UPDATED) M Free Playstatio How to Get Free Get Diamonds fo google play car Free Imvu Credi Congratulations psn card Bingo Blitz Fre HOW FREE UC PUB COIN MASTER FRE 07N6 FREE PAYPA BIGO LIVE DIAMO How To Get CASH BIGO LIVE Free BIGO LIVE DIAMO FIRE KIRIN FREE Daily Gifts Bin Free Fire Diamo