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Superfan Streaming Is Getting Closer to Being a Reality


Spotify is testing a superfan streaming product. How will it affect the industry? Artists, streaming services and customers alike may benefit.

The next phase of the music business, Spotify CEO Daniel Ek said during the company’s earnings call on Wednesday (Feb. 5), is tailoring experiences to “different subgroups” such as lucrative superfans. In announcing renewed deals with Spotify, both UMG and WMG cited their agreements’ ability to enable new paid subscription tiers and exclusive content bundles. “We have a long history of failure of initiatives requiring artists to post on social, port their fans to a new app and deliver custom content, and this simply doesn’t work.

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