Will the major labels forever to be known as the ‘Playlist Puppeteers’?
In the age of streaming, playlists are the new radio. They’re how most people discover new music, and major labels know it. But unlike traditional radio, where some regulation tried to keep payola in check, playlists today are a free-for-all. The Playlist Puppeteers, i.e. the Big Labels in the music industry have quietly turned streaming platforms into a rigged game. Indie artists? They’re cast aside, stuck playing alone in the dark.
Editorial Playlists: Controlled by the Playlist Puppeteers
If you think Spotify’s curated playlists are about surfacing “the best” new tracks, think again. Industry data reveals that over 70% of Spotify’s editorial playlist slots go to the three major labels—Universal, Sony, and Warner. Universal alone takes up as much as 35% of that space. It’s not just about better music. These companies release hundreds of tracks per month and negotiate behind-the-scenes access to playlist curators that indie artists simply can’t reach.
Even the “Spotify for Artists” pitch tool, which promises a fair shot at editorial consideration, rarely delivers results for independent acts. Unless you’re connected to a label or distributor with inside access, your pitch often vanishes into a black hole. This is just another example of how the Playlist Puppeteers—i.e., major labels—leverage their position within Spotify’s ecosystem.
Algorithms Amplify the Already Popular
Spotify’s algorithms, including Discover Weekly, Release Radar, and personalized radio, aren’t just neutral curators. They lean heavily toward what’s already working. A comprehensive analysis by Music Tomorrow and Chartmetric (based on Spotify playlist data from 2017 to 2021) revealed that major label artists make up around 70% of tracks on flagship editorial playlists like New Music Friday, and up to 86–87% on massive lists like Rap Caviar and Today’s Top Hits. This dominance gives major-label tracks a considerable edge not just in exposure, but also in triggering Spotify’s algorithmic systems.
Once a song begins picking up streams from a high-profile playlist, it enters a feedback loop. Spotify’s machine learning models interpret that activity as listener approval and reward it with even more visibility in algorithmic sessions like autoplay, “Fans Also Like,” and genre radio. Meanwhile, tracks that never receive that initial boost—especially from independent artists—are far less likely to get picked up by the algorithm in the first place. Popularity becomes both the prerequisite and the reward.
Technically, that doesn’t mean indie music is completely invisible. In niche genre playlists, independent labels fare a tiny bit better… but the platform’s core infrastructure still favors artists who arrive with major label firepower behind them.
Discovery Mode: Legalized Streaming Payola?
Spotify’s “Discovery Mode” offers labels a chance to boost tracks in algorithmic sessions—but only if they agree to take a 30% cut in royalties. That’s right: less money per stream in exchange for more visibility. Some critics compare it to a modern form of payola—albeit a legal one—since it involves monetary trade-offs for exposure, and there’s no requirement to disclose it.
While Spotify claims artists opt in voluntarily, the reality is clear. Large labels with huge catalogs can afford to take the hit. Indie artists, working on thin margins, simply can’t compete. Once again, the major players benefit, while everyone else is forced to choose between remaining invisible or giving up earnings.
The Ghost Artist Problem: Replacing Real Music
It gets worse. Spotify has come under fire for promoting music from “ghost artists”—fake names tied to tracks produced in-house or licensed cheaply from stock composers. These tracks show up in mood-based playlists like “Peaceful Piano” or “Deep Focus,” displacing real musicians.
Journalist Liz Pelly and others have documented dozens of these fake artists. Why would Spotify do this? Because such tracks may cost less to license, reducing Spotify’s overall content expenses—and pushing real creators further into the background.
The Indie Feedback Loop Trap
This all creates a vicious cycle. Independent artists don’t get featured, so they don’t get streams. With low stream counts, they’re ignored by the algorithm. Without algorithmic help, they remain unseen unless they pay to promote their work—which, again, most can’t afford.
Even in niche or genre-specific playlists, where you’d expect indie music to thrive, major labels still dominate. Because the system feeds itself with engagement data, those who are already in the spotlight stay there… and everyone else stays stuck in the shadows.
The Takeaway
If your music is great but you’re independent, don’t expect the system to work in your favor. Streaming platforms reward volume, money, and metadata—not creativity or merit. The last real lever you have is your fanbase. When people follow you, save your songs, and share them with others, it tells the algorithm you’re worth promoting. It’s not much, but it’s something.
Where Do We Go From Here?
The Playlist Puppeteers aren’t going to stop gaming Spotify on their own. Change is needed.
What is the one tool we as music listeners have at our disposal? Choice. We can spend some of our energy seeking out indie musicians and bands that resonate with us, then find and follow them on Spotify. Play their music. When more listeners break the habits Big Labels have conditioned into us, the less effective their game becomes. Indie artists benefit on the front end, and over time, the stranglehold of the major labels on streaming platforms like Spotify begins to loosen.
Spotify and services like it should be pressured to label ‘boosted content’ and clearly disclose when in-house tracks or label-funded placements are being prioritized over real, independent artists. Many in the industry are also calling for a user-centric payment model, where your subscription fees go directly to the artists you actually stream — not just into a big shared pool dominated by the most played content.
Until that happens, independent artists need to double down on community building. Direct engagement, loyal followings, and grassroots momentum may be the only reliable ways to rise above the noise.
Because right now, the game isn’t just unfair… it’s rigged.
This article is a work of editorial commentary and critique. Wylde Chylde Records is not affiliated with, endorsed by, or sponsored by Spotify or any other streaming platform, or business entity mentioned. All trademarks remain the property of their respective owners and likenesses are used here under fair use for the purpose of journalistic reporting and analysis.