For pop music marketing is everything. The major labels are the curators of pop music. Spotify owning/promoting artists would be a big change and it’s probably

For pop music marketing is everything. The major labels are the curators of pop music. Spotify owning/promoting artists would be a big change and it’s probably too early for pure social media promotion. For ambient/classical music Spotify is already doing it. Placing an order on music they believe their subscribers would like from unknown artists.