Spotify is the most popular music streaming service in the world. While its algorithmic recommendations aren't necessarily the reason, its reach has meant that hundreds of millions of people are being fed a steady diet of music curated by a machine. Spotify's goal is to keep you listening no matter what. In her book Mood Machine, journalist Liz Pelly recounts a story told to her by a former Spotify employee in which Daniel Ek said, "our only competitor is silence."

According to this employee, Spotify leadership didn't see themselves as a music company, but as a time filler. The employee explained that, "the vast majority of music listeners, they're not really interested in listening to music per se. They just need a soundtrack to a moment in their day." Simply providing a soundtrack to your day might seem innocent enough, but it informs how Spotify's algorithm works. Its goal isn't to help you discover new music, its goal is simply to keep you listening for as long as possible. It serves up the safest songs possible to keep you from pressing stop.

The company even went so far as to partner with music library services and production companies under a program called Perfect Fit Content, or PFC. This saw the creation of fake or "ghost" artists that flooded Spotify with songs that were specifically designed to be pleasant and ignorable. It's music as content, not art. [...] Artists, especially new ones trying to break through, actually started changing how they composed to play better in the algorithmically driven streaming era. Songs got shorter, albums got longer, and intros went away. The hook got pushed to the front of the song to try to grab listeners' attention immediately, and things like guitar solos all but disappeared from pop music. The palette of sounds artists pulled from got smaller, arrangements became more simplified, pop music flattened.