by Jonathan P-Wright | Jun 26, 2024 | Business News, Latest, Music News |
Image credit: DANIEL CONSTANTE / Shutterstock.com
Tidal, the pioneering platform renowned for its commitment to high-fidelity audio, has unveiled a strategic revamp of its lossless and immersive audio formats. This pivotal decision, slated to take effect on July 24th, marks a seismic shift in the company’s approach to delivering unparalleled sonic experiences to its discerning user base.
The Pursuit of Uncompromised Audio Quality
Tidal has long been revered as a bastion of pristine audio quality, catering to the discerning tastes of audiophiles and music enthusiasts alike. The platform’s unwavering dedication to lossless audio formats has set it apart from its contemporaries, garnering a loyal following among those who refuse to compromise on sonic fidelity.
Streamlining the Lossless Audio Experience
In a bold move, Tidal has announced that it will be phasing out support for the Master Quality Authenticated (MQA) and 360 Reality Audio formats. This strategic decision underscores the company’s commitment to providing a seamless and accessible lossless audio experience to its users.
The MQA format, while lauded for its ability to retain superior audio quality with smaller file sizes than traditional FLAC files, has faced challenges in terms of widespread adoption and compatibility. By transitioning away from MQA, Tidal aims to streamline its lossless audio offerings, ensuring a more consistent and user-friendly experience across a broad range of devices and platforms.
Embracing Open-Source and Industry-Leading Standards
Moving forward, Tidal has declared its intention to embrace the Free Lossless Audio Codec (FLAC) as the default format for stereo audio streaming. This open-source codec has gained widespread acceptance within the audiophile community, offering uncompromised audio quality without the constraints of proprietary formats.
Additionally, Tidal has chosen to adopt Dolby Atmos as its preferred format for immersive audio experiences. This cutting-edge technology, renowned for its ability to create a multi-dimensional soundscape, has garnered widespread industry adoption and boasts a vast catalog of compatible devices and content.
Prioritizing Accessibility and Cost-Effectiveness
In a candid acknowledgment of the challenges posed by proprietary formats, Tidal has cited the widespread compatibility, catalog availability, and artist adoption of Dolby Atmos as key factors in its decision-making process. By embracing industry-leading standards, the platform aims to provide its users with a seamless and cost-effective means of accessing high-quality audio content.
Furthermore, Tidal’s embrace of the open-source FLAC format for stereo audio streaming eliminates the need for artists to navigate through third-party intermediaries, fostering a more direct and efficient creative process.
Ensuring a Smooth Transition for Existing Users
For Tidal subscribers who have amassed collections of MQA tracks or albums, the platform has pledged to automatically replace these files with the highest available FLAC quality versions. This seamless transition extends to MQA files downloaded for offline playback, ensuring that users can continue to enjoy their cherished music libraries without interruption.
Conversely, 360 Reality Audio files will be rendered unavailable for streaming, reflecting Tidal’s strategic shift towards more widely adopted immersive audio formats.
Continuous Innovation and Commitment to Excellence
While Tidal has expressed no immediate plans for further changes to its audio format offerings, the company’s recent actions underscore its dedication to continuous innovation and its unwavering commitment to delivering the finest audio experiences to its user base.
This strategic overhaul comes on the heels of Tidal’s decision to consolidate its subscription tiers and lower its monthly pricing to $10.99, a move that aims to make premium audio streaming more accessible to a broader audience.
Redefining the Music Streaming Landscape
Tidal’s bold move to reshape its lossless and immersive audio formats represents a seismic shift in the music streaming landscape. By embracing open-source and industry-leading standards, the platform is poised to deliver unparalleled sonic experiences while fostering a more inclusive and cost-effective ecosystem for artists and music enthusiasts alike.
As the demand for high-fidelity audio continues to grow, Tidal’s commitment to pushing the boundaries of audio quality positions it as a trailblazer in the ever-evolving world of music streaming.
The Audiophile’s Sanctuary: Tidal’s Unwavering Pursuit of Sonic Perfection
For years, Tidal has stood as a beacon of hope for audiophiles and music aficionados seeking an uncompromising sonic experience. The platform’s unwavering dedication to lossless audio formats has garnered a loyal following among those who refuse to settle for anything less than sonic perfection.
Tiers of Audio Quality: Catering to Every Listener’s Needs
Tidal’s tiered approach to audio quality has long been a hallmark of its service, offering a range of options to cater to diverse listening preferences and technical capabilities. At the entry-level, the platform provides a low-quality tier that utilizes AAC files capped at 320kbps, suitable for casual listening or scenarios where bandwidth is limited.
For those seeking a more immersive experience, the high-quality tier offers CD-quality lossless FLAC files, ensuring that every nuance and detail of the music is faithfully reproduced.
However, it is the Max tier that truly sets Tidal apart, catering to the most discerning audiophiles. Until recently, this tier featured MQA and higher-resolution FLAC files, pushing the boundaries of audio fidelity and offering an unparalleled listening experience.
The MQA Conundrum: Balancing Innovation and Accessibility
Tidal’s decision to discontinue support for the MQA (Master Quality Authenticated) format has sent ripples through the audiophile community. While MQA garnered praise for its ability to retain superior audio quality with smaller file sizes than traditional FLAC files, its adoption was hindered by the requirement for specialized hardware or software to play the files.
This limitation, coupled with the introduction of Tidal’s HiRes FLAC format last year, signaled the impending demise of MQA on the platform. By making HiRes FLAC the preferred default for Max quality streaming, Tidal effectively paved the way for a more streamlined and accessible approach to lossless audio delivery.
Embracing Open Standards: The Rise of FLAC and Dolby Atmos
In a move that underscores Tidal’s commitment to accessibility and cost-effectiveness, the platform has embraced the Free Lossless Audio Codec (FLAC) as the default format for stereo audio streaming. This open-source codec, widely adopted by the audiophile community, offers uncompromised audio quality without the constraints of proprietary formats.
Additionally, Tidal has chosen to adopt Dolby Atmos as its preferred format for immersive audio experiences. This cutting-edge technology, renowned for its ability to create a multi-dimensional soundscape, boasts widespread industry adoption and a vast catalog of compatible devices and content.
By aligning with these industry-leading standards, Tidal aims to provide its users with a seamless and cost-effective means of accessing high-quality audio content, while fostering a more inclusive and efficient creative ecosystem for artists.
Prioritizing User Experience and Artist Empowerment
Tidal’s strategic decisions regarding audio formats were driven by a multitude of factors, chief among them being the prioritization of user experience and artist empowerment. By embracing widely compatible formats like Dolby Atmos and the open-source FLAC, the platform aims to eliminate barriers to entry and ensure that its users can seamlessly access premium audio content across a broad range of devices.
Moreover, Tidal’s embrace of FLAC for stereo audio streaming eliminates the need for artists to navigate through third-party intermediaries, fostering a more direct and efficient creative process. This move not only empowers artists but also aligns with Tidal’s overarching mission of delivering uncompromised audio experiences to its discerning user base.
Ensuring a Smooth Transition for Existing Libraries
In recognition of the potential disruption caused by the format changes, Tidal has implemented measures to ensure a smooth transition for its existing user base. For subscribers who have amassed collections of MQA tracks or albums, the platform has pledged to automatically replace these files with the highest available FLAC quality versions.
This seamless transition extends to MQA files downloaded for offline playback, ensuring that users can continue to enjoy their cherished music libraries without interruption. Conversely, 360 Reality Audio files will be rendered unavailable for streaming, reflecting Tidal’s strategic shift towards more widely adopted immersive audio formats.
Continuous Innovation and Commitment to Excellence
While Tidal has expressed no immediate plans for further changes to its audio format offerings, the company’s recent actions underscore its dedication to continuous innovation and its unwavering commitment to delivering the finest audio experiences to its user base.
This strategic overhaul comes on the heels of Tidal’s decision to consolidate its subscription tiers and lower its monthly pricing to $10.99, a move that aims to make premium audio streaming more accessible to a broader audience. By combining these initiatives, Tidal is poised to redefine the music streaming landscape, offering unparalleled sonic experiences while fostering a more inclusive and cost-effective ecosystem for artists and music enthusiasts alike.
The Future of Music Streaming: Tidal’s Vision
As the demand for high-fidelity audio continues to grow, Tidal’s commitment to pushing the boundaries of audio quality positions it as a trailblazer in the ever-evolving world of music streaming. By embracing open standards and industry-leading technologies, the platform is poised to deliver unparalleled sonic experiences while fostering a more inclusive and cost-effective ecosystem for artists and music enthusiasts alike.
With its unwavering pursuit of sonic perfection and its dedication to continuous innovation, Tidal stands as a beacon of hope for audiophiles and music aficionados seeking an uncompromising listening experience. As the future of music streaming unfolds, Tidal’s vision promises to redefine the boundaries of what is possible, elevating the art of music to new heights and ensuring that every note, every nuance, and every sonic detail is faithfully reproduced for generations to come.
by Pharron Fields | Nov 6, 2023 | Latest, Music News |
The UK-based dynamo, The Shellers, a creative fusion of producer Lawaun Bernard and vocalist Jamal Bucanon, have astounded the music world with their debut Extended Play (EP) christened ‘Long Live The Shellers’.
The Shellers: A Sonic Blend of Eclectic Influences
This dynamic duo takes inspiration from a diverse range of musical styles, including grime, garage culture, and more. Their sonic palette extends beyond these genres, with influences from the likes of the animated virtual band Gorillaz, the soulful Amy Winehouse, and the critically acclaimed hip-hop artist, Kendrick Lamar. Their musical tastes and influences, while broad, are cleverly interwoven, resulting in a unique sound that leaves a lasting impression.
Echoes of the Streets
In their music, there are occasional hints of The Streets, particularly in Jamal’s candid tale of contending with the daily grind, vividly depicted in the track ‘Work No More’. This narrative, while rooted in club culture, is not without its darker tones, setting The Shellers apart from their contemporaries.
A Collaborative Effort
While The Shellers essentially comprises Bernard and Bucanon, the EP is not without its supporting cast. Toddla T, renowned for his expertise in sound system culture, dons the hat of executive producer, lending his skills to this project. To further enhance their sound, The Shellers have roped in a full-fledged live band, adding a rich layer of strings, brass, and percussion.
“Working with The Shellers was a joy. We share a lot of musical influences, and it pushed me further. From not only an art point of view but from a friendship point of view, it was all rewarding.” – Toddla T
This collaboration has been a journey of mutual growth and exploration for both parties involved.
Conclusion
With their debut EP, ‘Long Live The Shellers‘, the duo has successfully blurred the lines in club music, establishing their unique sound in an increasingly homogenous landscape. Their story is a testament to the power of collaboration and the limitless potential of creative exploration.
by Jonathan P-Wright | Jul 11, 2025 | Latest, Music News |
Photo by Mariia Shalabaieva on Unsplash
In a move that underscores its commitment to creativity and musical excellence, Apple Music has revealed a monumental new development in Los Angeles: a sprawling, next-generation studio and artist hub, unveiled to mark the streaming giant’s 10th anniversary. This initiative is more than a commemorative gesture—it’s a strategic leap forward, designed to empower artists, elevate production standards, and redefine the relationship between musicians, technology, and global audiences.
Reflecting on a Decade of Disruption
Since its 2015 debut, Apple Music has played a transformative role in the digital music revolution. Over the past ten years, the service has grown from an ambitious streaming platform into a cultural powerhouse, influencing everything from how people discover new tracks to how artists launch careers. Unlike its early competitors, Apple Music made it a priority to blend cutting-edge technology with a human touch—emphasizing expertly curated playlists, artist-driven content, and exclusive programming.
Celebrating ten years at the forefront of music streaming, Apple has chosen to mark this milestone not just with nostalgia, but with bold action. The new Los Angeles creative campus signals a new era: one where musicians, producers, and content creators have unprecedented resources and opportunities at their fingertips.
A Hub Designed for Today’s Artist
Opening in the heart of Los Angeles this summer, Apple’s latest venture goes far beyond the confines of a traditional music studio. Rather, it’s conceived as a dynamic “creative campus”—a multi-purpose space where innovation, technology, and artistry meet. This campus is a physical manifestation of Apple’s belief that, in the digital age, music-making should be collaborative, immersive, and deeply personal.
Rachel Newman, co-head of Apple Music, articulates this vision clearly: “Apple Music Radio has always been a home for storytelling and artistry, serving as a space for bold conversations and surprising moments. With this new studio we are furthering our commitment to creating a space for artists to create, connect, and share their vision.”
Next-Level Facilities to Power Creativity
The scope of Apple’s new Los Angeles studio is nothing short of impressive. Spread across three stories and more than 15,000 square feet, the campus has been meticulously designed to inspire creativity and provide world-class resources for every facet of music and content production. Here’s what sets this facility apart:
- Immersive Radio Studios: Two technologically advanced radio studios are at the heart of the space, equipped with Apple’s cutting-edge Spatial Audio capabilities. These studios can seamlessly switch between configurations, hosting live interviews, casual artist chats, or even spontaneous live performances. The flexibility ensures that every moment—planned or unscripted—can be captured in stunning, multidimensional sound.
- Expansive Performance Soundstage: The campus features a massive 4,000-square-foot soundstage, built to handle everything from intimate live sets and multi-camera video shoots to exclusive fan events and screenings. With this, Apple enables artists to create high-production-value events that connect directly with audiences—whether live in-person, streamed worldwide, or repurposed as exclusive content.
- Dedicated Spatial Audio Mixing Lab: Sound quality is a top priority, and Apple has equipped its mixing room with a state-of-the-art 9.2.4 PMC speaker array. This technology is at the forefront of the industry, allowing artists and producers to experiment with Spatial Audio and craft immersive soundscapes that are rapidly becoming the new standard for music.
- Onsite Content Creation Suite: Understanding the power of instant, visually engaging media, Apple has included a comprehensive suite for photography, social media, and video editing. Artists and their teams can create, edit, and share real-time content, ensuring their creative process is documented and their promotional needs are met without ever leaving the building.
- Private Isolation Booths: To support songwriting, podcasting, or sensitive interviews, the campus offers several soundproof booths, providing privacy and a focused environment for artists to capture their ideas and emotions without distractions.
- Artistic Hallways and Archives: More than just functional corridors, the campus’s hallways double as living galleries. The A-List Corridor and Archive Corridor display iconic moments, artwork, and photographs from Apple Music’s own journey and from artists who have shaped its legacy.
Connecting a Global Creative Network
This Los Angeles campus isn’t a standalone project. Apple has been quietly building a network of creative hubs across the world, in cities famed for their musical histories and vibrant communities—New York, Tokyo, Berlin, Paris, and Nashville among them. The company has announced that even more hubs are on the way. These studios are strategically positioned to serve local talent while being integrated into Apple’s global content ecosystem, fostering a cross-pollination of ideas and opportunities.
Artist Empowerment at the Core
The driving philosophy behind Apple’s new studio initiative is simple but powerful: empower artists. The current music industry landscape is a paradox—while it’s never been easier to release music digitally, it’s also never been harder to stand out in a sea of content. Apple’s answer is to give artists access to the same world-class facilities, promotion, and creative support, regardless of whether they’re chart-topping superstars or promising newcomers.
This ethos is evident in every detail of the Los Angeles campus. Apple is not just creating a space for recording; it’s crafting a holistic environment for idea generation, experimentation, collaboration, and direct fan interaction.
Elevating Apple Music Radio
Apple Music Radio, a flagship part of the platform, is set to benefit greatly from the new facilities. The studio will be a hub for the next wave of original shows, in-depth interviews, and genre-defining playlists. With its enhanced capabilities, expect more live events, behind-the-scenes content, interactive broadcasts, and unfiltered access to artists at the top of their craft.
By prioritizing both the technical quality and the human element, Apple Music Radio cements itself as a global destination for music fans hungry for discovery, authenticity, and expert curation.
The Promise of Spatial Audio
One of the defining features of the new campus is its commitment to Spatial Audio. Apple has led the charge in this technology, which allows music to be experienced three-dimensionally, giving listeners the feeling of being surrounded by sound. This leap in audio fidelity isn’t just a technical upgrade; it’s fundamentally changing the way music is composed, mixed, and enjoyed.
With a dedicated Spatial Audio mixing room, artists can now push creative boundaries—enveloping listeners in soundscapes that mimic live performances, or revealing hidden layers and details previously lost in stereo mixes. For the audience, this means more immersive, emotionally resonant listening experiences.
Why This Matters for the Industry
Apple’s investment in a sprawling, artist-first campus has far-reaching implications. In the era of digital streaming, where algorithms and platforms mediate the artist-listener connection, physical spaces like this restore a sense of community, collaboration, and hands-on creativity. Apple’s model isn’t just about offering tools—it’s about providing holistic support: from creative inception to production, promotion, and direct engagement with fans.
In a crowded streaming market, these investments give Apple a competitive edge, offering exclusive content and experiences that competitors can’t easily replicate. At the same time, they provide artists—especially independents—with a rare opportunity to break through the noise.
Merging Artistry and Technology
At every level, the new Apple Music Los Angeles campus is a testament to the company’s unique fusion of artistry and technological prowess. The adaptable radio studios, advanced mixing labs, and instant content suites all serve one goal: to make the creative process as seamless and inspiring as possible. Technology here is not a barrier, but an enabler of bold artistic vision.
Apple’s commitment to artist empowerment is clear in both its infrastructure and its intent. By lowering the friction between inspiration and realization, and between artist and audience, Apple is helping to define what the future of music creation—and consumption—can look like.
A Glimpse Into the Future
This ambitious new campus is just the beginning. As Apple expands its network of creative hubs worldwide, the opportunities for collaboration, experimentation, and cultural exchange will only multiply. Each new hub will be shaped by the city it inhabits, further diversifying Apple’s global creative community.
For Apple Music subscribers, this means richer content, greater artist access, and ever more innovative musical experiences. For artists, it’s a chance to create, connect, and share on an entirely new level.
Conclusion: More Than Just a Studio
Apple Music’s Los Angeles artist hub is far more than a celebration of ten years—it’s a declaration of intent for the future. With this campus, Apple demonstrates its unwavering belief in the power of music to inspire, unite, and transform. By providing world-class tools, spaces, and support, Apple is not just shaping the future of music technology—it’s nurturing the next wave of global creative talent. As the doors open this summer, the world will be watching, listening, and waiting for the next evolution o
by Laghe Andrews | May 30, 2025 | Latest, Music News, New Music Alert |
Image credit: Featureflash Photo Agency / Shutterstock.com
The film Sinners has rapidly become more than just a movie—it’s a cultural moment. Its mix of vampire mythology intertwined with profound themes of racial reckoning has drawn extensive attention, but perhaps the most powerful element lies in its music. At its core, Sinners pulses with the spirit of the Delta Blues, a genre whose influence extends far beyond the American South and reverberates worldwide.
The standout musical piece in the film is undoubtedly “I Lied to You,” delivered with raw emotional power by actor and musician Miles Caton, who plays Sammie “Preacher Boy” Moore in the movie. This soulful track was written by the legendary Raphael Saadiq during a studio session alongside Oscar-winning composer Ludwig Göransson—known for his work on director Ryan Coogler’s Black Panther films. Saadiq brings to the table a career that spans almost 40 years, including three Grammy Awards and a legacy of collaborations with artists like Beyoncé on “COWBOY CARTER” and Solange on her critically acclaimed album A Seat at the Table.
Though Saadiq is widely celebrated for his deep roots in R&B, his connection to the music of Sinners goes beyond genre—it touches on his own story. In a Billboard interview published on May 2, Saadiq revealed that he shares a similar background to Sammie, the film’s complex character. Discussing the tension between Sammie’s secular music passion and his church upbringing, Saadiq explained, “That really resonated with me because that’s exactly how I grew up. Playing R&B music, I was told it was the devil’s music, so I completely understood where Sammie was coming from.”
This personal tie to the story allowed Saadiq to bring an authenticity to the songwriting process. He also noted how the project reconnected him with his Baptist roots, particularly the vocal traditions of his childhood church: “Even the humming on the track—I pulled that from Union Baptist Church. It’s a type of devotional singing that’s deeply ingrained in me.”
The Power of Miles Caton’s Voice
When Saadiq composed “I Lied to You,” he had not yet heard Miles Caton sing it. “That voice is something else,” he said. “I wrote the song imagining how I would sing the blues, but when I finally heard Miles sing it, I was blown away.”
Despite Saadiq’s own musical prowess, he felt the song belonged solely to Miles Caton’s voice. Even though there was an offer for Saadiq to release his own demo alongside the film’s soundtrack, he declined, preferring listeners to experience the track exclusively through Miles’s powerful performance. “The movie is so incredible that when people go to streaming platforms, they should only hear Miles. His voice is incredible,” Saadiq emphasized.
For Saadiq, this wasn’t simply an act of humility; it was a recognition that Miles’s voice perfectly embodied the emotional truth of Sammie’s character and the film’s themes.
A Hook Born from Real Life
The phrase “I Lied to You” is far from a random lyric. It originated in Saadiq’s own experiences. Reflecting on his youth, Saadiq recalled a moment when he was struggling to tell his girlfriend the truth about a difficult situation. Instead, he told her, “You know what would make a great blues line? ‘They say the truth hurts, so I lied to you.’”
That line lingered in his mind for years as a powerful blues hook. “I’ve always had blues ideas,” Saadiq admitted. “I’d often come up with blues hooks because they’re some of the best hooks in music.”
For the film, Saadiq initially believed that Sammie was lying to his father, which inspired the song’s title and lyrics. However, as the character developed, it became clear that Sammie was actually trying to tell the truth, even if it wasn’t fully accepted. This emotional complexity added layers of meaning to the song and resonated deeply with Saadiq’s own reflections on truth and deception.
Collaboration with Ludwig Göransson and the Birth of the Track
The creative synergy between Raphael Saadiq and Ludwig Göransson was critical in bringing “I Lied to You” to life. Göransson’s background in cinematic scoring and Saadiq’s mastery of rhythm and blues fused to create a track that was both haunting and cinematic. This collaboration enhanced the film’s emotional landscape, anchoring key scenes with music that felt timeless and authentic.
Experiencing the Song in the Film’s Premier
Saadiq first heard the full version of “I Lied to You” performed by Miles Caton at the Sinners premiere in Oakland, California, on April 16, 2024. Watching the song come alive on the big screen, amidst the movie’s powerful narrative, was a moving moment for Saadiq. Two days later, the film was released worldwide in theaters, including IMAX formats, and quickly garnered box office success. By early May, the film had grossed over $185 million, according to The Numbers, proving both commercial and critical acclaim.
The Delta Blues: Music as Cultural Legacy
The choice to center Sinners’ soundtrack around Delta Blues is a deliberate and meaningful one. Blues music originated from the deep South of the United States and is a genre that has long communicated the pain, resilience, and spirit of African American communities. It is often considered the foundation of much of American music today—from jazz and rock to R&B and hip-hop.
By placing blues music front and center, Sinners pays homage to this rich cultural legacy and reclaims it within a modern narrative. This musical choice creates a bridge between the struggles of the past and present, weaving history into the film’s contemporary themes of identity, power, and redemption.
Raphael Saadiq’s Artistic Journey and Personal Connection
Raphael Saadiq’s career has been marked by his ability to navigate various musical styles with authenticity. Whether producing smooth R&B or venturing into soulful gospel and blues, Saadiq’s work always reflects deep emotional honesty.
In Sinners, his songwriting reconnects him to a foundational part of his own life—his church upbringing. He described how the devotional humming in the track reminded him of singing in church as a child, a spiritual practice that left a lasting imprint on his musical sensibility.
Moreover, Saadiq confessed he had always admired the blues but doubted his own ability to sing it authentically. “I’ve had blues ideas for years, but I never thought I had the voice for it,” he said. The chance to write for Sammie and hear Miles Caton bring that voice to life fulfilled a personal and artistic desire for Saadiq.
The Emotional Core of “I Lied to You”
At its heart, “I Lied to You” is a song about the complicated nature of truth. The title suggests deceit, but the deeper story involves the pain and vulnerability that comes with honesty, especially when it challenges relationships and expectations.
This tension aligns with the film’s larger themes of identity and conflict—Sammie’s struggle to reconcile his secular music passion with his religious roots mirrors broader societal struggles around cultural and racial identity.
Saadiq’s lyricism captures this perfectly, creating a song that feels both personal and universal. Listeners don’t just hear a character’s confession—they hear echoes of their own experiences with love, fear, and self-expression.
Conclusion: A Song That Transcends the Screen
The creation of “I Lied to You” for Sinners is a remarkable example of how music can elevate storytelling. Through Raphael Saadiq’s masterful songwriting and Miles Caton’s unforgettable voice, the track transcends its role as a film song and becomes a powerful expression of cultural memory and emotional truth.
In connecting his own history with the blues and gospel traditions of his youth, Saadiq crafted more than just a soundtrack. He contributed a living piece of art that honors the blues’ enduring legacy—its capacity to tell stories of hardship, redemption, and hope.
As Sinners continues to captivate audiences worldwide, the haunting refrain of “I Lied to You” stands as a reminder that music isn’t just entertainment—it’s a vital thread that binds us to our history, our emotions, and each other.
by Pharron Fields | Apr 7, 2025 | Business News, Latest |
Photo by Alexander Shatov on Unsplash
Spotify has always been a unique app in the world of digital media, offering a space where users can engage with content in a more deliberate and focused way. As other platforms capitalize on endless scrolling and sensational content, Spotify is striving to differentiate itself from the noise and chaos of the digital landscape. Now, as part of a new strategy to grow its advertising revenue, Spotify is pitching itself to brands as a platform that promotes positive engagement and offers a healthier alternative to doomscrolling.
In a world where time spent on social media platforms like TikTok, Instagram, and Twitter is often consumed by mindless scrolling, Spotify has never quite fit into that category. The app’s focus has always been on music, podcasts, and audiobooks, creating a more intentional and less passive experience for its users. While this has earned it a loyal fan base, it has also kept its advertising revenue relatively low. In 2024, Spotify made $1.85 billion from ads, which pales in comparison to the $13.8 billion generated from premium subscriptions.
This discrepancy in ad revenue could be partly due to the perception that Spotify is a passive experience, one that’s typically used in the background rather than as the main focus of a user’s time. Advertisers, accustomed to the high engagement seen on social media platforms, have been slow to recognize the potential of Spotify’s ad space. But now, the company is working hard to change this perception and convince brands that their listeners are anything but passive.
A healthier digital space for brands
Spotify’s co-president and chief business officer, Alex Norström, recently likened the app to a healthier alternative to the fast, junk-food-like content found on other apps. In an interview with The New York Times, he explained that Spotify’s content offers something more nourishing for the mind, as opposed to the “high-caloric, quick things” often found on platforms like TikTok and Instagram.
Spotify is now aiming to position itself as a more enriching, intentional space for users. Unlike other platforms that are designed to keep users endlessly scrolling and consuming content, Spotify offers an experience where users can actively choose the content they want to engage with—whether it’s creating a collaborative playlist with friends or diving into an audiobook for a few hours.
“We’re about providing something that feels good,” said Lee Brown, Spotify’s global head of advertising. The idea is to create a platform that’s not just for filling time but for enhancing the user’s day in a meaningful way.
Features that drive active engagement
Spotify is also highlighting features that encourage more active engagement from users. One such feature is the Jam function, which allows listeners to create group playlists with friends, turning music discovery into a more social, collaborative activity. This is a far cry from the mindless consumption typically associated with other apps.
In addition to Jams, Spotify is also focusing on long-form content such as podcasts and audiobooks, which require a deeper level of engagement. Users are spending significant amounts of time listening to podcasts or following along with an audiobook, making it a space for deeper connection rather than fleeting, surface-level interactions.
By promoting these features, Spotify is aiming to show advertisers that its user base is engaged, not passive. In fact, these features allow Spotify to offer a much richer, more intentional experience than the typical social media scroll.
Spotify’s shift away from doomscrolling
As the digital world becomes increasingly saturated with negativity, many users are turning away from the toxic content found on platforms like X (formerly Twitter) and Instagram. Amid this shift, Spotify is marketing itself as an antidote to the chaos. The company’s message to advertisers is clear: if you’re looking for a platform that offers positive, purposeful engagement, Spotify is the place to be.
According to Spotify’s Culture Next Report, 72% of Gen Z listeners see the app as an antidote to doomscrolling. This generation is more conscious than ever of the impact social media has on their mental health, and many have turned to Spotify as a space where they can consume content without the stress and negativity that dominates other platforms.
For advertisers, this presents a huge opportunity. Gen Z is not only a highly engaged audience, but they also prefer to support brands that align with their values and promote positivity. Spotify is positioning itself as the platform where brands can connect with this audience in a meaningful way.
Spotify’s use of AI to enhance ad creation
To make it easier for brands to tap into its growing user base, Spotify is also leaning into technology to streamline the advertising process. The company is utilizing Generative AI to help advertisers create scripts and voiceovers more efficiently, making it easier for brands to produce content that fits seamlessly within the Spotify ecosystem.
This move is part of Spotify’s broader strategy to enhance the advertising experience and attract more brands to the platform. By simplifying the ad creation process, Spotify is aiming to make itself an even more appealing option for advertisers looking to reach a highly engaged, positive audience.
A bright future for Spotify’s advertising revenue
Spotify’s advertising revenue has always lagged behind its subscription earnings, but the company’s efforts to reposition itself as a healthier, more engaging platform are beginning to pay off. After a challenging 2023, which included layoffs and uncertainty, Spotify rebounded in 2024 with its first full year of profitability and a significant jump in stock value.
The company’s shift toward offering a more intentional, positive space for users has the potential to make it a more attractive option for advertisers looking to connect with engaged, value-driven consumers. By promoting its unique features and its focus on creating a healthier digital experience, Spotify is setting itself apart from other platforms and positioning itself as a powerful force in the digital advertising space.
Conclusion: A healthier space for users and advertisers alike
As Spotify continues to refine its advertising strategy and focus on user engagement, it is becoming clear that the platform is more than just a music streaming service. It’s a space where users can escape the chaos of other social media apps, connect with content they love, and feel good while doing it.
For advertisers, this presents an opportunity to reach a highly engaged, positive audience that values intentional, enriching experiences. In a digital landscape increasingly dominated by toxic content, Spotify offers a refreshing alternative—a platform where brands can connect with users in a meaningful and authentic way.
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