Spotify is to label AI artists and exclude them from algorithm recommendations as part of a crackdown on fake performers. The world’s largest music streaming platform is creating a label for AI-generated artist identities called “AI personas” that will appear on the artist profile and on track listings on playlists. It means that from September AI-generated artists such as the Velvet Sundown will carry the persona label and will be blocked from personalised recommendations by default. The aim is to differentiate these deepfake artists from real performers who might lose out on streams to artificial rivals.
True artist-fan connection can only be built on a foundation of trust and authenticity. In music, that means listeners need to be able to trust that the artist behind the music is who they say they are. That’s more essential than ever in the age of generative AI. Spotify
Spotify and AI personas
Last year Spotify revealed it had removed 75m spam tracks from its platform over a 12-month period as AI tools created a flood of fake music. Spotify’s legitimate catalogue stands at 100m tracks. The company said it would use human review and AI investigative tools to determine if artists were fake. Although the new rule technically applies to AI “identities”, Spotify says AI-generated profiles are invariably a front for AI-made tracks as well.
Listeners have been clear in telling us that they don’t like seeing an artist profile that seems human, only to find out that the persona is AI-generated. The
The Velvet Sundown and Sienna Rose
Last year there was debate about the origins of the Velvet Sundown – a 70s-style US rock band – before the band’s social media channels confirmed the subterfuge. The Velvet Sundown has 117,000 monthly listeners on Spotify but its page has no clear AI labelling, although the artist profile describes the four-piece as a synthetic music project
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In January there was further discussion about Sienna Rose, a soul singer who entered Spotify’s viral top 50 but did not appear to be real, having never played a gig or released any videos despite releasing a prolific burst of material over a 10-week period. The Spotify profile for Rose, who has more than half a million monthly listeners, does not clarify whether she is AI or not.
Spotify music streaming platform
Ah, Spotify. It’s the undisputed king of music streaming, a vast ocean of sound that, for many of us, defines how we listen to music. It’s got algorithms that seem to know your soul, playlists for every mood, and a library so immense you could spend a lifetime exploring it. But for all its brilliance, there’s one glaring, persistent frustration that has plagued users for years: the inability to truly, completely block artists on Spotify. You’d think in 2024, with all the AI wizardry and personalized experiences, this would be a simple toggle. Yet, here we are, still grappling with workarounds and half-measures. It’s a baffling omission that leaves many of us scratching our heads, wondering why such a fundamental feature remains elusive. We’ve all been there, haven’t we? A song from an artist you just can’t stand pops up in a curated playlist, a radio station, or even worse, it sneaks its way into your daily mix thanks to an overzealous algorithm.
Maybe their music just grates on your nerves, perhaps they’ve done something controversial, or maybe you’ve simply overplayed their entire discography to the point of utter exhaustion. Whatever the reason, the desire to expunge them from your listening experience is strong. You want to block artists on Spotify, and you want to do it effectively. But the reality is far more complicated than it should be, a testament to a platform that, for all its user-centric claims, still misses the mark on this one crucial aspect of personalization.
Don’t play this artist feature
Back in 2019, after years of user requests and a particularly vocal campaign, Spotify introduced a feature that allows you to tell the platform, Don’t play this artist.
You can find this option by navigating to an artist’s profile, tapping the three-dot menu (the ellipsis) next to their name, and selecting Don’t play this artist.
It sounds promising, right? It implies a certain level of control, a clear directive to the algorithm to steer clear of their tunes. And to its credit, this feature does work, to a degree. Once activated, Spotify will generally avoid playing that artist’s music in its algorithmic playlists, such as Discover Weekly, Release Radar, Daily Mixes, and radio stations generated from other artists or songs. It’s a welcome improvement from the days when you had absolutely no recourse. For many, this is enough to significantly reduce their exposure to unwanted music. However, it’s crucial to understand its limitations, because this isn’t a full-fledged block.
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