It’s quite possible that soon after reading this, Eternify’s quirky business model will have been squished by Spotify – just as indie band Vulfpeck’s famous ‘stream our silent album through the night to earn us royalties’ scheme was quickly shut down. What’s Eternify? It’s the work of a band called Ohm & Sport, who are encouraging people to “stream your favourite artist forever” on Spotify to earn them more royalties.

What this boils down to is choosing an artist, then streaming 30-second clips of their music one after another – the length corresponds to what Spotify counts as a “play” for payout purposes. The site also shows how much “money earned” for each string of plays by the listener, although the usual “earned by rightsholders not the artist” caveat applies. “We’re launching Eternify in the wake of numerous false promises of a better future for streaming: not a single one of these announcements or apparent victories have had any meaningful impact on the vast number of small artists on whom these services depend,” said Ohm & Sport in a statement to Music Ally.

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