Garth Brooks Questions the Merits of Music Streaming, While Finally Embracing Itīut as Spotify took that stance, Apple Music scooped up Taylor Swift, Drake, Frank Ocean, Chance the Rapper, and much of music’s upper echelon, while Tidal remains the only place you can stream Beyoncé’s Lemonade and was first to nab Kanye’s The Life of Pablo. Previously, Spotify’s artist wrangler Troy Carter had sworn off exclusives, declaring them “bad for artists, bad for consumers, and bad for the whole industry.” (Spotify had even been even accused of trying to punish artists with Apple Music deals by allegedly “burying” their music on Spotify.)
It’s the first time in Spotify’s history that it has embraced exclusives, a sign that the appeal of free streaming may be nearing its end. According to the deal, UMG will have the option to enforce a “flexible release policy” on all its artists globally, meaning the possibility to paywall album releases and have them available only for paid subscribers first for two weeks (“windowing,” as the industry calls it) is now on the table. Billboard reports that the biggest music-streaming service in the world has signed a multiyear deal with one of the biggest record labels in the world, Universal Music Group, that will change Spotify for good. At long last, Spotify is making a serious play for your wallets.
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