Does Spotify Create Attachment?

This paper seeks to measure the extent which algorithmically generated playlists, conceptualised herein as cultural intermediaries (Bourdieu 1984), create ‘attachment’ between consumers of music and producers music. was undertaken following debates in professional press problematising ability streaming platforms relationships artists listeners and, a wider discussion, generate sustainable income for musicians (Chartmetric 2018, Mulligan 2019 Griffiths 2019, Music Ally 2019). We develop idea from economic scholars that intermediation results on behalf (Callon et.al 2002, Smith Maguire & Matthews 2012) by formulating definition term informed insights consumer psychology applying this framework 115-question survey completed Spotify’s ‘Discover Weekly’ Playlist one-week period. The findings suggest playlist able close no attachment those considered poorly-involved new consumers, only minor mid-levels participants heavily-involved consumers. therefore propose curated playlists can influence low-cost audience behaviours while their overall impact success may be limited. contributes towards academic concerning role lends early empirical support discussions within industries public policy (GOV 2020) uncertain artist-fan relationship. In addition, developing methodologically precise ‘attachment’, it is hoped provided modest study act guide other researchers explore concept with larger sample sizes alternative types digital platforms.