NEW YORK, NY – APRIL 03: The Spotify banner hangs from the New York Stock Exchange (NYSE) on the … [+]
In today’s music industry, streaming platforms dominate, and the desire to gain visibility and success can lead some artists to consider shortcuts that many would call unethical. One of these tricks is the practice of buying fake streams on platforms for streaming sites such as Spotify.
Falsely inflating one’s streaming figures does have its upsides. It makes any artist look like they’re more successful than they really are, and that can be helpful when booking concerts, working with brands or even attempting to secure a record deal.
While it may seem like a tempting idea at first, one which might not come with any real consequences, the downsides of this deceitful practice far outweigh any perceived benefits. Sure, there are small wins to be had, but ultimately, it can cost far too much to be worth it.
Not sure of what those downsides are? Here are just a few.
Risk of Account Penalties and Bans
Spotify has a comprehensive system in place that was built to detect and combat fraudulent activity, including the use of artificial intelligence algorithms. When an artist is caught buying fake streams, their account may be penalized or even permanently disabled. The zero tolerance policy means that an artist can lose the opportunity to upload music and connect with genuine listeners, so once the secret is exposed, that might be the end of the road for that musician.
Diminished Royalty Rates
By artificially inflating streaming numbers, artists are indirectly contributing to a decrease in the industry’s royalty rates. When fraudulent activities become prevalent, the streaming platform loses credibility and advertisers become hesitant to invest in the platform. Consequently, this leads to lower payouts for actual artists who rely on legitimate streams for their revenue. Buying fake streams not only harms the artist engaging in the practice but also affects the entire music community.
Undermining Organic Growth
Success in the music industry is built upon a foundation of genuine support and organic growth. By purchasing fake streams, artists deceive themselves into believing they are achieving popularity when, in reality, they are merely creating an illusion. Artificially inflated numbers do not translate to a loyal fan base or genuine appreciation for one’s music. They may help in some instances, but for the most part, they’re not going to do any long-term good.
Distrust and Reputation Damage
When an artist is caught buying fake streams, it undermines their integrity and damages their reputation. Trust is essential between artists, fans, and industry professionals, even if it doesn’t always seem like it. The negative impact on an artist’s reputation can be long-lasting and may hinder future opportunities for growth and exposure. Everyone knows how they feel about an influencer when it’s clear they buy followers or likes, and the same can be said for artists in the music business.
Missed Opportunities for Growth
Investing time, effort, and resources into buying fake streams diverts attention from pursuing genuine strategies for growth. Instead of focusing on creating high-quality music, engaging with fans, and developing their skills, artists who engage in fraudulent practices become fixated on artificial metrics. A little bit is one thing, but many acts focus too much on these false numbers, and they’re really just a distraction. This obsession with numbers prevents them from honing their craft and building a solid foundation for long-term success.
Source: https://www.forbes.com/sites/hughmcintyre/2023/06/06/buying-fake-streams-on-spotify-may-seem-like-a-good-idea—heres-why-its-not/