Spotify and Radio’s Shared Exposure Problem



Earlier this month, while tuned to the Bavarian Chart Show on Bayern 3 in Munich, a catchy tune was played as a “chart extra.” The host, chattering away in German, noted how it was a Spotify hit now available as a single.

A Spotify hit? That means that for everybody who doesn’t use Spotify, the song is a non-entity, right? It means radio is still the “breakthrough” media for a recording artist looking for a real “hit,” right?

Yes. But Spotify’s “talk amongst ourselves” attitude is borrowed directly from the Radio industry, which still suffers from a problem easily solved — marketing and promotion in a meaningful way as a tasteful reminder to audio consumers you still exist.

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