Since 2016, Spotify has faced scrutiny amid reports that the platform commissions tracks under pseudonymous or outright fabricated artist names.
Publications such as Music Business Worldwide and Vulture Magazine allege that this strategy allows Spotify to feature music on its curated playlists at a significantly lower royalty cost than what they pay traditional recording artists.
Internal sources indicate a network of production companies creates these tracks, labeled as “fake artists,” which populate popular genre and mood-based playlists like chill, ambient, and piano music.
In 2016, Music Business Worldwide revealed that Spotify paid flat fees for these commissioned tracks to be listed under invented identities, some with impressive streaming numbers reaching millions. This was seen as an experiment, but with potentially serious consequences for royalty distribution to real artists.
Though Spotify categorically denied creating fake artists or withholding royalties, claims persisted, noting large volumes of artists without online presence, industry representation, or verifiable information.
Many of these acts amassed huge streams despite minimal exposure elsewhere, raising questions about whether Spotify’s playlist strategies were financially disadvantaging legitimate musicians.
The Perfect Fit Content Program
A major breakthrough in understanding Spotify’s strategy came with journalist Liz Pelly’s December 2024 investigation, published in Harper’s Magazine. Pelly uncovered Perfect Fit Content (PFC), an internal initiative designed to produce background and “lean back” music tracks that fit specific playlists.
The motivation, she explained, was to optimize royalty expenses by providing suitable but lower-cost content for users who listen passively, rather than “full attention” streaming.
This program enlisted contracted composers and producers who created tracks, often anonymously, which were then strategically inserted into Spotify’s curated playlists by company employees.
Many playlist editors who resisted this practice left or were replaced, while PFC became a widespread tool to fill hundreds of playlists focused on sleep, focus, ambient, and chill music.
Pelly’s research, based on internal communications, interviews with former employees, and industry sources, indicated a troubling replacement of real artists with these commissioned “ghost” tracks in some cases supplanting original music by established creators.
Spotify’s public response cited user demand for this style of background music and framed PFC as typical data-driven experimentation rather than a ploy to dominate royalties.
Yet, the depth and scale of the program raised serious concerns about transparency, artist compensation, and the ownership of music emerging on what is the largest streaming platform globally.
Who Are the Ghost Producers?
Investigations traced many of these “fake artists’ tracks” to prolific producers and companies. Swedish production house Firefly Entertainment was linked to over 800 pseudonymous acts, with 495 placed on official playlists.
Johan Röhr emerged as a key figure with thousands of tracks across hundreds of fabricated artist profiles. Similarly, Christer Sandelin, operating through his Chillmi label, was reported to have produced “chill” music tracks amassing billions of streams under fake artist names since 2015.
Spotify Logo (Credit: NBC)
These creators often operate in a shadowy area between legitimate production work and ghostwriting, blurring lines between genuine artistry and commercial content manufacture.
Many musicians, unaware of the broader practice, simply provide anonymous compositions for these projects under contractual terms that offer little name recognition or royalties compared to traditional routes.
Artificial Intelligence: The Next Frontier
The rise of AI-generated music on Spotify has added another dimension to this debate. Reports surfaced of AI-created tracks and albums entering Spotify’s ecosystem, some indistinguishable from human compositions.
Former Stability AI executives and industry observers have noted the increasing presence of AI music, including cover versions of popular songs created algorithmically.
Concerns have mounted about AI-generated content diluting artist earnings and raising ethical questions about authenticity and copyright. Spotify currently lacks a clear policy governing AI-produced tracks, but has occasionally removed AI content violating its guidelines.
Critics worry about Spotify’s growing reliance on AI and algorithmic curation, fostering a culture of “quantity over quality,” trending toward mass-produced, low-cost music, and replacing human creativity in popular playlists.
Industry insiders worry this shift could reshape music consumption permanently, as millions listen passively to algorithm-picked songs optimized for engagement, not artistry. Spotify’s own statements portray AI music as an opportunity, but many artists and fans express apprehension about its impact on the music ecosystem.
Spotify’s Stance and Industry Impact
Spotify continues to deny creating fake artists or intentionally suppressing real musicians. Their official line emphasizes licensing from rights holders, payment of royalties for all tracks, and data-driven playlist curation responding to consumer demand.
Yet, leaked documents and whistleblower accounts contrast with these claims, underscoring tensions between corporate profitability and artist livelihoods.
The controversy has fueled growing artist discontent and prompted calls for greater transparency, fairer royalty structures, and clearer distinctions between human and AI-generated music.
Several artists and user groups have organized boycotts and campaigns demanding accountability for Spotify’s playlist practices and algorithm management.
As Spotify expands its footprint with podcasts, exclusives, and now AI initiatives, the discussion about its role in shaping music culture intensifies. Industry analysts note that streaming dominates how most listeners discover music today, placing platforms like Spotify in gatekeeper roles historically absent in music’s evolution.
A mounting question lingers: How will Spotify balance financial incentives with preserving genuine artistry and supporting the creators whose work forms the core of music’s cultural value?
The Future of Streaming Transparency
The Spotify fake artist controversy serves as a stark reminder of the challenges technology creates in the music business’s digital age. While streaming democratizes access and offers unparalleled reach, its operational models also present risks to artistic integrity.
Emerging solutions may involve stronger regulations on transparency, artist rights protection, and enhanced user awareness of AI involvement. As external pressure mounts from media, artists, and governments, streaming platforms face crucial choices shaping music’s future.
For listeners, understanding the complexities behind their favorite playlists adds new depth to streaming’s role not merely as entertainment but as a significant cultural force charged with ethical responsibility.
“It Ends with Us,” a film adaptation of Colleen Hoover’s acclaimed 2016 novel, became a focal point for significant industry discord when it was released in 2024.
Directed and co-produced by Justin Baldoni and starring Blake Lively, the film initially enjoyed box-office success but soon was overshadowed by intense production-related disputes.
Fans, critics, and media outlets began reporting tensions between lead actors Lively and Baldoni during the film’s press tour.
The friction was fueled by allegations of a hostile work environment, sexual harassment claims against Baldoni, and accusations that Lively assumed creative control in ways that challenged Baldoni’s direction. These issues spilled into legal battles that have since captured widespread attention.
Justin Baldoni: Facing Sex Harassment Allegations
Justin Baldoni, known for his previous directorial and acting work, faced growing public scrutiny after actress Blake Lively filed a complaint with California’s Civil Rights Department.
Following the complaint, prominent media reports suggested Baldoni engaged a public relations team to challenge Lively’s allegations and supposedly tarnish her reputation.
The public legal confrontations intensified media coverage, damaging the reputations of those involved and highlighting the prevalence of abuse and conflict in the entertainment world.
Blake Lively: The Actress at the Center
Blake Lively, an established actress with a significant fan following, found herself embroiled in controversy despite her professionalism and dedication to the film.
Criticism initially arose from fans dismayed by her perceived casual tone in interviews about the film’s heavy subjects, such as emotional abuse and domestic violence.
Her decision to formally accuse Baldoni of fostering a hostile atmosphere marked a turning point, casting her as an emblematic figure in the ongoing dialogue about workplace respect and abuse in Hollywood and beyond.
Lively’s actions have inspired conversations about the risks women take when speaking out in male-dominated industries.
Her legal actions underscored the broader implications of confidentiality, workplace safety, and personal integrity in creative environments known for their intense pressures and hierarchical structures.
Fan Backlash and Public Perception
Fans of the novel and movie faced a dilemma, torn between their admiration for the source material and disillusionment with the apparent discord behind the scenes.
Social media buzzed with speculation, accusations, and support for both parties, often reflecting larger cultural debates about gender, power, and accountability.
It Ends with Us (Credit: Netflix)
This division impacted the film’s promotion, where Baldoni’s diminished visibility during later press events contrasted sharply with initial enthusiasm. Observers noted the potential consequences such fracturing of public images has for ongoing and future projects tied to high-profile talent.
The backlash also highlighted how fan engagement, once a promotional asset, can rapidly turn into reputational damage when controversies surface, particularly in sensitive matters related to harassment and workplace safety.
The Toll on Brand and Box Office
“It Ends with Us” experienced box-office success initially but faced growing reputational risks associated with the disputes. Industry analysts note that while controversy can sometimes boost interest, sustained negative narratives, especially involving legal battles and harassment allegations, are often detrimental.
Brands and studios closely monitor such issues, understanding that today’s audience responds to more than just storyline or star power. Public commitment to safe, respectful work environments increasingly influences consumer support and investor confidence.
The conflict surrounding the film illustrates contemporary challenges in maintaining a brand image and managing crises in the age of social media, where information and opinions spread rapidly and persistently.
What This Means for High-Profile Film Projects
The turbulence behind “It Ends with Us” serves as a case study for how power struggles, personal conflicts, and allegations of misconduct can disrupt productions and jeopardize successes. It spotlights the critical need for transparent policies, effective conflict resolution, and proactive cultural change in the entertainment business.
Future high-profile projects may now be subjected to greater scrutiny regarding workplace environment and accountability. Industry leaders are increasingly pressured to ensure productions uphold ethical standards that protect all participants and sustain trust with audiences.
The case also demonstrates the profound influence of public perception and fan communities on creative outputs’ fate, emphasizing the necessity for open communication and genuine efforts to address grievances before they escalate to legal battles and media spectacles.
