![]() The latest official statistic I could find for the total number of artists on Spotify arrived in March 2018, within the prospectus the firm sent to would-be investors before its flotation on the New York Stock Exchange. Spotify CEO Daniel Ek issued this mission statement in front of investors in 2018, and the company has continually published it in annual results: It wants “to unlock the potential of human creativity by giving a million creative artists the opportunity to live off their art.” Nitpicking over corporate slip-ups is rarely a productive use of time, but in this instance it matters, partly because multiple global media outlets are perpetuating the incorrect 10% number, but also because the true statistic (90%) gets to the heart of Spotify’s own grandiose mission statement - and its shaky relationship with reality.
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