Spotify's most recent test feature allows certain artists to promote NFTs on their profiles, and as is often the case with non-fungible tokens, the response from the community has been quite bitter, to say the least.
Music Ally reports that this latest Spotify test is currently limited to a select few Android users in the US, who can view NFT galleries promoted by artists like Steve Aoki and The Wombats. By browsing these galleries, users can tap on an NFT of their choice, which will take them to an external marketplace listing where they can purchase the token.
A Spotify spokesperson told Music Ally: "Spotify is running a trial where it will help a small group of artists promote their existing third-party NFT offers through their artist profiles.
"We regularly run a series of tests with the goal of improving the artist and fan experience. Some of these tests end up paving the way for a broader experience and some are just for important learning."
The mere presence of NFT is often enough to spark controversy, and that is exactly what has been happening on social media, although a sizeable number of cryptocurrency and NFT enthusiasts have been touting their support for the feature.
However, a published survey of some subscribers dove heavily into the NFT issue, leaving many scratching their heads or considering unsubscribing altogether.
so i got a popup on spotify asking for an investigation but its really about them implementing NFT on their service wtf pic.twitter.com/O8iAf0ORXn May 13, 2022
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I can't believe Spotify is trying to get into NFT because they can't pay their artists 😒 May 12, 2022
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Sign of the future or flash in the pan?
To be clear, Spotify isn't profiting from NFT sales here; rather, it is about giving artists an outlet to promote their own galleries using the streaming app as a platform to do so.
That being said, NFTs have a spotty reputation at best. Many cite the detrimental environmental impact that NFT and cryptocurrency minting has on the planet, as well as its links to pyramid or “pulling the rug” schemes.
Of course, Spotify isn't the only game in town when it comes to testing NFT promotion. Instagram also threw its hat in the ring, allowing its users to promote NFT galleries through the app. Samsung also supports viewing and purchasing NFT through several of its latest smart TVs.
Although NFT sales are down 92% from last year, interest remains high among several tech giants. Still, as Spotify points out in its statement to Music Ally, its recent NFT Galleries test isn't necessarily indicative of a bigger game.
We imagine that Spotify will probably do some testing on NFT galleries around the world after this first run among US-based Android users, and the deciding factors in deciding whether or not the company chooses to continue with the feature will be general feedback from the audience and engagement with the galleries themselves.
For our money, we can't see NFT Galleries gaining much traction on Spotify. While they make at least a little bit of sense for an app like Instagram, which relies much more on a visual experience, ultimately NFTs don't fit very well in an app that most followers use passively, giving Home to your artists, playlists, or podcasts.