What is Artificial Streaming?
An artificial stream refers to a stream that does not represent genuine user listening intent. This includes any attempt to manipulate online streaming platforms through automated processes, such as bots or scripts. Third-party services that promise a specific number of streams in exchange for money are likely using illegitimate practices and violate the terms and conditions of platforms such as Spotify. The use of such tools can result in your music being removed from DSPs, and put you at risk of receiving potential fines issued on a track-by-track basis.
How does Artificial Streaming Negatively Impact the Industry?
Revenue Distortion
As royalties on streaming platforms are calculated based on total streams, illegitimate streams can reduce the payout per stream for all artists by diluting the pot. This takes money away from hardworking artists who have grown their fanbase honestly, without resorting to artificial streaming.
Chart Manipulation
Due to some charts being influenced primarily by streaming numbers, artificial streaming can push songs into positions they don't deserve, misleading consumers and industry professionals about the true popularity and quality of a track.
Erosion of Trust
When artificial streaming is uncovered, it erodes trust in streaming platforms, record labels, and artists. Listeners may become skeptical about the authenticity of streaming numbers and the credibility of the music industry as a whole.
Impact on Emerging Artists
Independent and emerging artists who rely on organic growth and genuine fan engagement are disadvantaged. Artificial streaming can create an uneven playing field, making it harder for new talent to gain visibility and success based on their actual merit.
Platform Integrity
Streaming platforms invest in technologies and resources to detect and combat artificial streaming. This not only incurs additional costs but also diverts attention from improving user experience among other innovations.
Devaluation of Music
When streaming numbers are manipulated, it can devalue the artistic and cultural significance of music. The focus shifts from the quality and emotional impact of the music to mere numbers, which can diminish the overall appreciation of the art.
Witheld Royalties & Fines
If artificial streaming is detected, DSPs may withhold royalties, remove content, and issue fines, which will be passed on to the label. If LabelWorx issues a fine statement, it will include a detailed .xlsx file specifying the affected tracks. Ensure that fines are only recouped from the relevant tracks listed in the statement, without impacting your entire artist roster.
Educating Your Artists
Artists have been known to artificially boost their streaming numbers without the labels' prior knowledge. Therefore it is best practice to educate your artists on the downfalls of artificial streaming and warn them away from such practices.
Label Sustainability
Artificially boosting streams can result in their material being taken down and the label can suffer significant financial losses. This reduction in revenue can jeopardise the label's ability to continue operations and damage its reputation within the music industry. Consequently, the label may struggle to onboard fresh and honest talent in the future, as well as support their current roster.
Long Term Growth
Artists with funds to invest in their music careers should focus on channels that offer long-term returns, such as artwork, visual content, and release campaigns. Investing in short-term gains like artificial streaming hinders the growth of a genuine fanbase, which is crucial for expanding their music's reach and generating sustainable long-term growth through organic sharing and engagement.
Incorrect Stats
Spotify is cleansing the all-time stream counts of tracks that have artificial streams in Spotify for Artists (S4A) and the public-facing app, however, Monthly Listeners and other release metrics won't be adjusted in S4A. For releases that have engaged in artificial streaming, this means that the cleansed all-time stream counts will not match other metrics in S4A, resulting in unreliable metrics for artists to work with.
What to Look out for and How to Avoid it
Do your Research
When searching for a music promotion service to use, make sure to do your research before signing up and look out for any evidence that may lead you to believe they illegitimately manipulate streaming platforms.
Direct Communication and Transparency
If you have recently started working with a new promotion or marketing organisation, it is wise to check in with them and confirm that streaming manipulation is not part of their offering.
Ask for References
Request references or case studies from the service provider. Contact these references directly to verify their authenticity and experiences.
Track Performance with Analytics
While it's common to see high stream rates around release days, during promotional campaigns, or when added to new playlists, a significant spike on a random day outside of these activities may indicate streaming manipulation. Additionally, if your streams are abnormally weighted to a certain territory, that can be an indication of artificial streaming.
Unrealistic Pricing
Cheap pricing for services that claim to garner organic growth for your music can be a red flag.
Customer Support
Good customer support is usually a sign of a legitimate business. Test their responsiveness and willingness to address your concerns.
Terms and Conditions
Review the terms and conditions of the promotional service. Ensure there are no clauses that suggest the use of bots, fake accounts, or other manipulative practices.