Once a dominant force in music discovery, Spotify’s famed playlists like RapCaviar, which significantly influenced mainstream music and artist visibility, are losing ground. As the music industry shifts towards algorithmic suggestions and TikTok emerges as a major music promoter, Spotify’s strategy evolves with more automated music discovery and less emphasis on human-curated playlists, signaling a potential end to the era where a few key playlists could make a star overnight. Bloomberg reports: Enter TikTok. In the late 2010s, as the algorithmic controlled, short-form video app emerged as a growing force in music promotion, Spotify took notice. On an earnings call in 2020, Spotify Chief Executive Officer Daniel Ek noted that users were increasingly opting for algorithmic suggestions and that Spotify would be leaning into the trend. “As we’re getting better and better at personalization, we’re serving better and better content and more and more of our users are choosing that,”

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