5.1 - Tue, Feb 4 COMM 100C Flashcard Terms E2

Ghost Artists

Ghost artists are musicians whose music is either created under fake names or attributed to non-existent performers. These artists are often hired by production companies, like Epidemic Sound, and typically receive little or no royalties. Their music is used in Spotify playlists without proper attribution, depriving them of recognition and exposure. The term "ghost artists" reflects their invisibility in the music industry, as their work is included on the platform without revealing their identities.

Spotify’s Playlists and Music Curation

Spotify’s curated playlists, such as "Lo-Fi Beats," "Deep Focus," and "Chill Instrumental," are important for music discovery. However, these playlists are increasingly filled with tracks from anonymous or stock music sources rather than from independent, established artists. As Spotify relies more on algorithm-driven curation, playlists are becoming populated with low-cost, non-traditional music, making it harder for independent musicians to gain visibility.

The Problem of Fake Music

Spotify playlists designed for activities like relaxation, study, or sleep now often feature generic, royalty-free music produced by companies like Epidemic Sound, instead of original tracks from independent musicians. This practice helps Spotify save money because stock music is cheaper than paying royalties to established artists. However, it reduces opportunities for independent musicians to be featured on these playlists, which impacts their exposure and income.

The Role of Production Companies

Production companies like Epidemic Sound specialize in creating royalty-free music that is often used in advertisements or as background music for videos. These companies are becoming key suppliers for Spotify, which further reduces opportunities for independent musicians—especially those working in lo-fi and ambient genres—to be featured on popular playlists. As a result, these genres risk being dominated by stock music.

Perfect Fit Content (PFC)

Perfect Fit Content (PFC) is an initiative by Spotify that emphasizes the inclusion of mass-produced and low-cost music within playlists tailored for specific moods or activities, such as those designed for relaxation or focus. The music featured in PFC playlists frequently originates from production companies rather than individual musicians, and the primary objective of PFC is to enhance Spotify's profit margins by providing cheaper alternatives to well-known tracks. This approach raises ethical questions concerning the manner in which music is consumed and the compensation awarded to creators.

Impact on Independent Artists

The prominence of PFC music within Spotify playlists has adversely affected independent musicians by significantly limiting their exposure and reducing their opportunities to be featured. Artists are increasingly finding themselves under pressure to create music that aligns with PFC at lower payment rates, which often forces them to relinquish control over both royalties and usage rights. This trend ultimately exploits musicians and leads to a more homogenized music environment on the platform.

Ethical Concern of Lack of Transparency

Spotify's current practices involve a lack of disclosure regarding the origins of music presented in its playlists. This absence of transparency can leave listeners unaware that they may be supporting stock music or anonymous creators, rather than providing support for independent artists who may be more deserving of recognition.

Ethical Concern of Artist Exploitation

The ethical issue surrounding artist exploitation becomes particularly evident in the case of musicians working under PFC agreements. These artists often receive a one-time fee for their contributions, and they lose any control over royalties or usage rights, even if their music attains popularity later on. While Spotify and the companies producing stock music profit from these tracks, the musicians themselves receive minimal compensation.

Ethical Concern of Cultural Impact

The increasing prevalence of low-cost, anonymous music on Spotify poses a risk to the artistic value of genres that have historically been tied to creativity and authenticity, including styles such as jazz, lo-fi, and classical music. The growing reliance on stock music may diminish the perceived worth of these genres and ultimately undermine their cultural significance.

Spotify’s Shift in Approach

In the beginning, Spotify's mission was to disrupt the traditional music industry by simplifying music discovery and providing users with access to an extensive catalog of tracks. However, around the year 2017, the company transitioned towards a more profit-oriented model, which involved placing greater emphasis on the use of low-cost, anonymous music through initiatives like Perfect Fit Content. This shift has ultimately marginalized independent artists in favor of more economical music options.

Concerns About AI in Music Creation

There is an increasing apprehension regarding the possibility that AI-generated music could supplant music created by human artists. The rise of AI in music production might not only marginalize traditional musicians by driving down the costs of music creation but also result in a loss of the personal touch that characterizes human-generated music, thereby limiting the diversity of available content across streaming platforms.

Influencer Practices

Influencers engage with their audiences through online platforms by creating and sharing content that fosters relationships and interactions. Their activities often encompass self-documentation, personal branding, and promotional efforts aimed at maximizing visibility and audience engagement. Many influencers tend to prioritize viral potential over authenticity in order to enhance their follower count and improve interaction rates.

Self-Branding

Self-branding is the deliberate process of constructing a marketable online persona that resonates with audiences across various social media platforms. Sociologist Alison Hearn defines self-branding as the creation of a 'meta-narrative' — a carefully crafted personal story or identity that remains consistent and aspirational. Successfully engaging in self-branding requires individuals to continuously manage their perceived online image to ensure it stays appealing and relevant to their audience.

Role of Algorithms in Influencer Content

The algorithms employed by platforms like Instagram, TikTok, and YouTube play a significant role in shaping influencers' content strategies. To align with these algorithms that favor posts generating high engagement, influencers often find themselves optimizing their content for virality, which can come at the cost of authentic expression or originality in their work.

Influencer Creep

Influencer creep refers to the phenomenon whereby the behaviors associated with influencers extend into other professional fields, such as journalism, academia, and healthcare. Professionals across various sectors are increasingly facing expectations to cultivate an online persona and promote themselves through social media channels, thereby blurring the lines between traditional roles and influencer customs.

Influencerization of Artists

Artists who maintain an active presence on social media often find themselves pressured to conform to influencer-like behaviors. This includes documenting their artistic processes, sharing personal moments, and curating an online persona that resonates with followers. The emphasis on optimizing for social media engagement can sometimes detract from the intrinsic quality or integrity of their artistic output.

Workplace Influencing

The adaptation of influencer practices has become common across many industries, with a particular impact on freelancers and individuals working remotely. Workers in fields traditionally viewed as non-creative, such as retail and hospitality, are increasingly expected to contribute to their employer's social media presence. This requirement often entails documenting and promoting their daily activities online, which can blur the boundary between personal life and professional responsibilities.

Mental Health Impact of Influencer Pressure

The persistent pressure to maintain an online presence and actively engage with audiences can lead to severe mental health challenges. Individuals, particularly freelancers and gig economy workers, may grapple with burnout, anxiety, and emotional exhaustion due to the demands of creating content while balancing professional responsibilities and personal time.

Erosion of Work-Life Boundaries

Influencer creep significantly disrupts the traditional boundaries separating personal and professional identities. Workers are now often expected to present their online personas in a manner that integrates both aspects of their lives, resulting in a constant state of visibility that can induce stress and fatigue as they navigate the challenges of preserving privacy while managing their professional image.

Impact of Influencer Creep on Artists

Artists utilizing social media to promote their craft face mounting pressure to tailor their content to perform well within social media algorithms. This often entails a shift in focus away from the inherent value of their artistic endeavors, possibly compromising the authenticity of their creative process as they prioritize what will resonate best with online audiences.