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Exclusive: Spotify tests letting artists promote NFTs on their profiles


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Artists can already promote merch and tickets on their Spotify profiles. Now the streaming service is testing a feature that will let them also promote their NFTs.

Steve Aoki and The Wombats appear to be two of the artists taking part in the test, both of whom have been among the early adopters of NFTs. The test is currently running for ‘select’ users of Spotify’s Android app in the US, who will be able to preview NFTs on the artists’ profile pages. They will then be able to tap through to view and buy them from external marketplaces.

“Spotify is running a test in which it will help a small group of artists promote their existing third-party NFT offerings via their artist profiles,” a Spotify spokesperson told Music Ally.

“We routinely conduct a number of tests in an effort to improve artist and fan experiences. Some of those tests end up paving the way for a broader experience and others serve only as an important learning.”

We understand Spotify is not taking any cut of NFT sales as part of the test. So, let’s be clear: Spotify ISN’T selling NFTs here: it’s just testing a way to let artists who are selling NFTs promote them on its service.

The data will help it decide whether to roll this out as a full feature for all artists, but it will also clearly inform whether Spotify decides to do anything more ambitious (and on-platform) with NFTs in the future.

This won’t be the only data point, either. This morning, some Spotify users are tweeting about a survey they’ve received from the streaming service canvassing their views on NFTs:

Based on the screenshots in the tweets above, Spotify has some more ambitious ideas around how NFTs might fit into its service. That said, the early feedback is… mixed!

https://twitter.com/16rryan/status/1524897525978701824

https://twitter.com/daydreamSereia/status/1524895109355130880

https://twitter.com/sadlyaninfp/status/1524914776085757958


Written by: Stuart Dredge