“That mission makes these clashes worth the effort,” Ek wrote.
To get there, he said “these kinds of disputes will be inevitable.” He reiterated his vision for the company to one day reach 1 billion users and to be the audio platform for more than 50 million creators. He also said he’s asked Spotify’s teams to expand the number of outside experts it consults with regarding balancing creator expression with user safety. In his memo, Ek said the company is committing to “an incremental investment of $100 million” for licensing, development and marketing of music and audio content from historically marginalized groups.
The agreement helped propel Spotify into the podcast space, with Rogan’s show being the most listened to podcast in more than 90 markets. A multiyear deal said to be worth $100 million gave the host creative control over “The Joe Rogan Experience.” Still, some Spotify employees raised concerns over how the company has handled Rogan’s podcast, which became exclusive to the streaming platform in 2020. Rogan also said that he would do a better job of balancing different perspectives. Last weekend, Spotify posted its content moderation rules and said it would add content advisory labels on COVID-related podcasts. News of Tuesday’s deal, which gave Spotify exclusive rights to The Joe Rogan Experience, sent the company’s stock soaring: It added 1.7 billion to its market cap in 23 minutes. Their message was amplified by musician Neil Young when he pulled his music from Spotify over concerns about Rogan, prompting other musicians to join his boycott. It’s not a tit for tat situation-it seems forced and insincere.Last month, more than 250 people including scientists and medical professionals wrote an open letter to Spotify, blasting Rogan for spreading misinformation about COVID-19 vaccines on his podcast and calling on the company to make its COVID content moderation policies public. “One guy gets $100 million for his content while many others from historically marginalized communities have to share that amount. “The fact that it’s the same dollar figure that they’re paying Rogan for exclusive rights to his content only makes it more offensive,” says Bryan Reber, a professor in crisis communication leadership and public relations at the University of Georgia.
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But the way it was announced-just days after the company defended Rogan’s right to free speech-and the optics of committing to an amount equal to what it pays Rogan, made the gesture difficult for some customers to interpret. Spotify’s commitment of $100 million to socially conscious programming, for example, represents a step in the right direction as a value-driven crisis response measure, crisis gurus say. “Instead of trying, and thereby making no one happy, the alternative is to figure out what we really stand for and what we won’t stand for.”
“You have to realize that there is no way to make everyone happy,” he says. Pliner says the most effective leaders he advises are those who answer questions like these by looking at the intersection of their morals, ethical context and job responsibilities. “Or do they want to be known as a company that protects its customer base?” “Do they want to be known as a company that forgives Joe Rogan and supports anti-vaxxers?” Fink asks. Choosing between stakeholders won’t be an easy decision for a company like Spotify, they say, but executives should let their values guide the way. The gambit hasn’t paid off for Spotify, crisis experts warn, and now the company must make a clear and decisive choice between keeping Rogan on its podcast service or supporting public safety and health. “But they don’t just give a platform to anyone who wants it-they give a platform to people who are able to make money for them.” “Spotify is saying they don’t believe in silencing someone who expresses a different point of view,” says Eric Pliner, CEO of YSC Consulting and author of Difficult Decisions. But this reasoning, experts say, is further evidence that the company cares more about short-term profits than satisfying upset customers. Despite its exclusive deal with Rogan, the company has tended to avoid labeling itself as a publisher since it doesn’t have advance approval of his shows, and can only remove episodes if they run afoul of their content guidelines. Spotify’s stance over Rogan has raised questions about the company’s responsibility to police the content on its platform. Neil Young later demanded that his music be removed from the platform, followed by Joni Mitchell and a handful of other artists. Traffic to the cancellation page for Spotify Premium spiked 196% the week after a group of nearly 300 scientists and doctors wrote a letter to Spotify asking it to step in to keep medical misinformation off their platform.
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