RISE by Spotify

Discover emerging artists, curated by Spotify

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#3 Product of the DayOctober 20, 2017

RISE is a new platform to identify and break the next wave of music superstars. Discover four new amazing artists every month.

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KateHiring@katesegrin · Head of Social @ GitHub
I'm an avid Spotify user and I take a huge amount of pride in "uncovering" artists and trends before they hit mainstream (even though I do love my pop music, I just like to be the first one to listen to it). I love this concept because it makes it easier for me to do so, however, I'm a little disappointed that I already know some of the artists' and their work (well enough for me to know the words and have already recommended it to others). It's a little "further along" the adoption curve for "rising stars" than I would have expected.
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Adam Marx@adammarx13 · Freelance writer/editor and music addict
@katesegrin Already seeing cracks in calling it an "emerging artists program" I think. Which doesn't necessarily make it a bad tool by any means, but let's just not really misrepresent what it is.
Ryan HooverHunterPro@rrhoover · Founder, Product Hunt
Spotify's @troycarterceo quoted in @sarahintampa's TC article: "Spotify is committed to supporting the careers of artists of every level, including the next generation of global superstars." Spotify is uniquely positioned to leverage its data and relationships to identify the next Justin Bieber (although there can truly only be one JB). I'm curious to see what artists come out of RISE. The first four cover hip hop, pop, and country.
Amrith ShanbhagHiring@amrith · Community at Product Hunt & Feathrd
@rrhoover I remember wanting to build a platform like Spotify for upcoming artist 2-3 years ago, glad to see them *finally* doing it 😄
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Adam Marx@adammarx13 · Freelance writer/editor and music addict
@rrhoover @sarahintampa You knew I was going to pop into this convo haha. First, good article from Sarah. After reading it though, I have some hard questions which I have yet to see answered. Sorry for the TL;DR everyone. Too many years in the music world haha. Maybe it's because I've spent too much time in the music industry, but this smacks of payola in a few ways. Spotify runs its own playlists, which everyone knows are the most popular and sought after ones to be on. And we all know many of them are further sponsored by big companies looking to advertise to wide swaths of listeners. Thus, it becomes very hard to know if Spotify is spotlighting these emerging artists because they are gaining in popularity, or if they are gaining in popularity because Spotify is spotlighting them. I suppose one could always argue that Spotify is only spotlighting artists whose data plays warrant it, but that in a way is so hard to confirm that I have a hard time seeing this as truly listener-driven. One of the major issues here is that Spotify, by its own admission, wants to take on a label function of sorts. While it's noted in the article that they apparently don't want to be a digital record label, that's in effect what they are with a function like this. There seems to me to be an incredible conflict of interest since it's also the main distribution channel through which the music is disseminated. Historically, these two main functions have really never been greatly intertwined under one banner; typically the first function was held by the major record labels while the second was held by the radio stations. As things became even more corporate in the late '70s and '80s with Cumulus-type companies buying up large numbers of radio stations, payola, or the practice of paying a radio station DJ to play a song to increase its popularity, became fairly common. That's a big reason why AOR music in the '70s (Boston, Styx, Foreigner, Heart, REO Speedwagon, etc.) all began to sound generically the same. Now with Spotify attempting to take on both the roles of "new rockstar finder" and "hitmaker," it seems that such a conflict has gotten even more convoluted (to be clear, that doesn't necessarily make this illegal the way payola is, but it still warrants an objective examination). Though I don't agree with the analogy at all since it's an over-simplified one, we can actually use the "Spotify is the next Netflix" analogy to examine this further. Netflix produces a lot of new shows, and some of them hit big while some of them flop. But Netflix doesn't declare a new show a hit before, while, or even after producing it. In many ways, this highlights exactly the difference between the music and TV/movie industries which many people overlook in their desire to pattern-match. Then I'm left with one last, very tough question: how many artists get to "rise" and be new emerging stars? One a week per genre? One a month? What about subgenres like grunge, metalcore, indietronica, etc.? This seems like a good idea in theory, but I see expansive challenges which would need to be addressed before I would accurately call it anything close to an emerging artist "program."
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Kofi Frimpong@therealkofi · Co-Founder of BrandSlip
@adammarx13 Can I contact you? Seems like you're really into the music industry and would love to get your feedback on something I'm working on.
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Adam Marx@adammarx13 · Freelance writer/editor and music addict
@therealkofi Sure, DM me on twitter @adammarx13
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Jake Miller@jgmiller · Product Manager, BentoBox
@adammarx13 very great insight here! Completely agree with the potential for a positive feedback loop, and how Netflix isn't quite the best comparison; yet the one people gravitate towards the most.
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Bruno Marinho@brunoportnoy · Product Designer at Indiegogo
I read "Discover emerging artists" I click on the link It shows me playlists instead of albums I close the link
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Brock Azure@brockgazure
Would love to see where this goes. At the moment, it looks like these examples that they have now are already making decent waves. For example, Trippie Redd has a decent following on both Youtube and SoundCloud already. Will be nice to see if they can end up getting a boost for more artists that are step or two behind these first 4.
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chinozc@chinozc · Next Media Agency
Nice!!