Why I Pulled 'Prominent' from Spotify: A Journey Through Music's Digital Paradox

For an independent artist, the path to understanding the music industry's economics often comes through hard-earned experience. My journey with my debut album 'Prominent' shows how streaming platforms, particularly Spotify , may be fundamentally misaligned with artists' interests.

The Early Days: Learning Through Trial and Error

My music journey began with UI Music, an indie label I helped run from Zimbabwe while collaborating with two producers in the Netherlands. Like many artists, I initially bought into the simple equation: make music = make money. By 2015, this naive perspective crumbled as I began to understand the industry's complexities, leading to UI Music's closure.

A Turning Point: Understanding the Business

The real education came through my relationship with Namvula Rennie (now my wife), who opened my eyes to the intricacies of distribution, publishing, and music registration. This knowledge influenced my approach to releasing the "Learning Love EP" through Ditto Music - Digital Music Distribution in 2017.

The African Tour: Proof of Traditional Models

With just ￡1,000 investment (￡300 for production, ￡200 for CDs, ￡500 for travel), Just Eddie, aka Edwin Mutema and I embarked on a Southern African tour, covering Zambia, Zimbabwe, Botswana, and Namibia. The tour revealed something crucial: Africa still operated on traditional music business models. Our experiences varied dramatically:

• Lusaka: Sold-out show at Misty Jazz Club with a full band
• Zimbabwe: Only 10 attendees, but family support helped cover costs
• Botswana: Oversold venue with Naked Soul Sessions
• Namibia: From empty rooms to decent crowds through local connections

The Spotify Experiment: 'Prominent'

In 2019, I released 'Prominent', produced by Tafadzwa Keith Louis Chiwota , known for working with industry heavyweights like Cool and Dre, The Game, and Beanie Sigel. Despite achieving nearly 500,000 streams in a month, the financial returns didn't add up. Questions about promotional costs and royalty payments went unanswered, leading to our decision to pull the album from the platform.

The Reality Check

The experience taught me several crucial lessons:

1. Streaming platforms primarily serve as promotional tools, not reliable revenue streams for independent artists
2. Traditional performance and CD sales still at the time held value, especially in African markets (Performance still definitely does)
3. Alternative revenue streams like sync licensing and radio play (as with BBC Census Radio) can be more lucrative
4. Understanding publishing and composition rights is crucial for maximizing earnings

The Future of Music Distribution

The current streaming model raises a crucial question: How can we create a more equitable system for artists? While Spotify has revolutionised music consumption, it has perpetuated many of the industry's historical inequities. We need innovative solutions that:

• Provide transparent revenue sharing
• Offer fair compensation for streams
• Support independent artists effectively
• Balance digital convenience with artist sustainability

A Call to Action

To the readers and fellow artists: What alternatives do you envision? How can we build a more sustainable music ecosystem that serves both artists and listeners? The industry needs fresh perspectives and innovative solutions to ensure that artists can continue creating while earning a fair living from their work.

My journey from UI Music to pulling 'Prominent' from Spotify illustrates a broader issue in the music industry. The current streaming model, while convenient for listeners, often fails to support the very creators who make it valuable. It's time for a change, but what that change looks like remains an open question for all of us to explore.

One Love

Jay Underrated Individuals Group Founder & CEO