How do you generate more Spotify streams than Michael Jackson or Elton John? Swedish composer Johan Röhr pulled off that impressive feat in the strangest way possible.
In the article, Ted Gioia explores the significant shift in music economics and the emerging trend of anonymous musicians dominating streaming platforms. He highlights the story of Johan Röhr, a Swedish composer who has amassed 15 billion Spotify streams while operating under 656 different pseudonyms.
Röhr’s success story is peculiar as he remains largely unknown to the public, with no substantial personal branding or fame associated with his massive streaming numbers. Gioia discusses how streaming platforms seem to favor such anonymous musicians because they allow for more control over the playlists without giving too much leverage to famous artists or labels.
The trend toward anonymity is facilitated by the platforms’ strategies to focus on the listening experience rather than the artist’s identity. Gioia compares this modern-day musical anonymity to the background music or “elevator music” from the past, but now, this generic music has become mainstream. He reflects on the implications of this shift for artists’ visibility and the reduction of music to mere “content,” which could be detrimental to the cultural value of music.
Furthermore, Gioia questions the role of AI in this new music economy, suggesting that AI-generated music could further diminish the role of human creativity in popular music. He argues that live performances might be the last bastion for artists to connect with their audiences meaningfully, as demonstrated by Taylor Swift’s success with her Eras Tour, contrasting sharply with the impersonal nature of digital streaming.
This transformation in the music industry represents a profound change in how artists are recognized and how music is consumed, hinting at a future where the cultural and economic landscapes of music are vastly different from anything seen in the past.
