Digital streaming platforms (DSPs) are intensifying their efforts to combat stream farming, a practice where artificial means are used to boost streaming numbers and manipulate charts. This issue has become significant in the Nigerian music industry, where vanity metrics and chart positions have increasingly driven marketing and success.
How Are DSPs Reacting?
Platforms like Apple Music and Spotify are investing heavily in technologies and methodologies to detect and prevent stream farming. This includes:
- Forensic Audits: DSPs are conducting detailed investigations into streaming patterns to ensure streams are genuine. They monitor for red flags such as multiple accounts linked to the same credit card or unusually high volumes of streams from specific locations.
- Real-Time Verification: Spotify verifies streams in real time to adjust chart positions and minimize manipulation.
- Human Oversight: Apple Music employs a dedicated team to monitor streaming activities globally, combining technology with human analysis to catch fraudulent activities.
- Penalties: Apple Music has stringent policies, including the removal of manipulated songs and possible penalties such as royalty deductions and blacklisting for offending artists and distributors.
Are the DSPs Doing Enough?
While DSPs are showing a commitment to addressing stream farming, their actions might be seen as reactive rather than proactive, potentially allowing manipulation to persist. Some criticisms include:
- Late Intervention: The crackdown might be seen as too late, as streaming manipulation has been an ongoing issue.
- Focus on Smaller Artists: The current measures seem to disproportionately affect smaller artists, while bigger names with more resources might still engage in manipulation with fewer repercussions.
Who Is Best Positioned to Curb Stream Farming?
Ultimately, while DSPs play a crucial role, the responsibility also lies with artists, labels, and distributors. They can choose not to engage in stream manipulation, which is a digital evolution of past practices like artificially inflating CD sales. To combat this:
- Constant Innovation: DSPs need to continuously update their technologies and processes to stay ahead of manipulative practices.
- Industry-Wide Integrity: A broader commitment from all stakeholders in the music industry to uphold ethical practices is essential.
In summary, while DSPs are making significant efforts to curb stream farming, a combined approach involving ongoing technological advancements, stringent penalties, and a collective commitment from the industry is crucial for effectively addressing this issue.