As we learned yesterday, one of Taylor Swift‘s more brilliant moves to help promote her new album was to remove all of her material from Spotify. The decision sparked a sort of “turf war” between Spotify and iTunes as the 1989 quickly became what some estimate to be the last-ever platinum album.
Now, for some context: have you heard of sending a message via a Spotify playlist? Over on our ad blog, we mentioned Melissa Saylors, an art director who created a playlist that doubled as a note to digital agency 360i (or “The Oreo People”). The agency hired her.
Now, here’s the message Spotify sent Taylor yesterday, via a combination press release/mini-narrative in playlist form.
It’s both cute and desperate!
The release also includes an SOP of sorts:
“We hope she’ll change her mind and join us in building a new music economy that works for everyone. We believe…that artists have an absolute right to be paid for their work and protected from piracy…we pay nearly 70% of our revenue back to the music community.”
The L.A. Times seems to think that the strategy behind Swift’s decision involved making a statement about not devaluing music as a product…or a sense of confidence that she’s big enough to force people to pay for her product directly. The CEO of her label told the Times that “the revenue model is negligible,” which has us leaning toward “both.”
Right now, we’re just glad that we never have to listen to the playlist above.