Music streaming giant Spotify has issued a strong warning to artists and music distributors over the rising trend of artificial streaming, stating that artists caught inflating their play counts through illegitimate means risk losing their earnings and damaging their reputations.
The platform, which hosts millions of tracks and users worldwide, is stepping up enforcement against fake streams, often driven by bots, click farms, or fraudulent marketing services.
What Are Artificial Streams and Why Spotify Is Taking Action
Spotify defines artificial streams as non-genuine plays generated to manipulate a track’s performance. These fake streams are often sold by third-party services claiming to help artists “get on playlists” or boost visibility.
“To be crystal clear: You can’t buy your way onto a playlist,” said Bryan Johnson, Spotify’s Head of Artist & Industry Partnerships, International.
“Any service charging you money to get on a Spotify playlist, including non-editorial ones, is a scam.”
Johnson shared these insights during Spotify’s recent Spotify for Artists Masterclass, emphasising that some services falsely claim to use legitimate tools like Spotify Ads, when in fact they are employing bots.
Artists’ Earnings at Risk Due to Fake Streams
Johnson warned that when significant artificial streaming activity is detected, labels and distributors will be charged per track, with those costs potentially passed on to artists.
“We know how frustrating it can be if you’re caught up in any of this. That’s why we’re investing heavily in tech and resources to detect and deter artificial streams.”
Spotify confirmed it is deploying advanced fraud detection systems globally and enforcing strict policies to protect the streaming ecosystem.
Industry-Wide Collaboration to Combat Streaming Fraud
Andreea Gleeson, CEO of Tunecore, emphasised the importance of protecting real artists with real fanbases:
“Our goal is to get more money into the pockets of real artists with real fans. It’s very important we protect the ecosystem.”
Gleeson highlighted the role of the newly formed Music Fights Fraud Alliance, a coalition of platforms, distributors, and labels collaborating to detect, mitigate, and enforce against music streaming fraud.
In the past, fraudsters would resurface under new distributors, but the industry is now closing those loopholes through shared intelligence and tech-driven detection methods.
How Artists Are Targeted by Fraudsters
David Martin, CEO of the Featured Artists Coalition, warned that social media DMs have become a common avenue for scams. “Artists are being contacted via DMs offering guaranteed streams or playlist placements. That’s always a red flag. If it sounds too good to be true, it probably is. Always do your research.”
Many independent artists, particularly those new to the industry, are unknowingly caught in fraudulent schemes when hiring marketing or PR firms that resort to unethical practices like bot farms.
Key Takeaways for Artists on Spotify
- Don’t pay for playlist placement; legitimate Spotify playlists are editorially curated.
- Avoid suspicious promotion services that promise guaranteed streams or viral reach.
- Be cautious of social media offers and always verify third-party services.
- Use official Spotify Ads Studio and trusted marketing partners.
Spotify’s message is clear: play fair, grow authentically, and protect your career by avoiding artificial streaming schemes.
