And the work there is already well underway.”Įk also touched on the recent controversy surrounding the platform’s hit podcast, The Joe Rogan Experience. “This evolution will take time, but I know some of you are wondering what this means in the near term. Ek believes the “Spotify ecosystem” will one day house 50 million creators, saying, “Think of it as 50 million small-and-medium-sized businesses that we can support by giving them the infrastructure and resources to grow. He also shared that there are now 11 million creators on the platform, an increase from the 8 million figure Ek quoted last year at Spotify’s Stream On event. And that was always the music business to begin with,” Ek told Spotify’s investors. “The evolution here will be about unlocking through superfans. READ MORE: Spotify to add broadcast-to-podcast feature to Megaphone after acquiring technology platform WhooshkaaĪccording to reporting by Music Business Worldwide, Ek followed up on previous comments he has made regarding letting artists charge for exclusive content and fan interaction, saying that Spotify will allow artists to interact with “superfans” to “act as a true platform where these creators can engage directly with their audience, go from casual listeners to fans to superfans”.Įk calls these fans the “next wave of growth in the music economy”, promising to offer more flexibility for artists to engage with the fans that will allow them to create superfans who will then drive monetisation for the artist.Spotify recently held its Q4 earnings call on February 5, where Spotify CEO Daniel Ek shared several initiatives the platform will be undertaking in the following financial year, including more details about a “superfan” option for artists to monetise interactions with their audience.
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