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  • Spotify執行長表示加密貨幣有助聽眾直接付費給藝人


    ◎Facebook宣布推出一款名為Libra的新型區塊鏈加密貨幣,及一款名為Calibra的數位錢包,Spotify是支持Libra聯盟的創始成員公司之一。Spotify執行長Daniel Ek表示,希望有朝一日能夠讓粉絲透過Libra直接付款給音樂人。

    ◎Daniel Ek指出,Libra將部分用於可購買實體的商品,例如有人透過Facebook的WhatsApp使用Libra幣付費購買米,而不是使用實體現金。最重要的是,它將能夠在世界上許多地方以數位形式支付費用,或許突然之間,日本的用戶就可以向阿根廷的創作者支付費用。

    ◎Daniel Ek還在訪談中談及,談話性的podcast節目是2019年除了線上影片之外的另一個重要趨勢。Spotify最近宣布與美國前總統夫婦Barack和Michelle Obama達成podcast製作的夥伴關係,顯示了podcast世界的日益多樣化。


    Earlier this week, Facebook announced a new blockchain-powered currency called Libra, and a digital wallet for it called Calibra. Spotify was among the companies backing the plans by becoming a founder member of the independent Libra Association.

    Now Spotify CEO Daniel Ek has been talking about his hopes for Libra, including the suggestion that it could one day facilitate direct payments to musicians from fans.

    "I think like cryptocurrencies and blockchain are obviously two of the biggest buzzwords you can have today. And for me, I don't think technology in itself is that interesting· What I do think is interesting is what we can do with that technology," said Ek, in an interview for Spotify's own Culture: Now Streaming podcast.

    "What everyone who's a part of Libra is trying to accomplish is: it's interesting that we have all these different currencies, all of these different ways of doing things. But the reality is, there's several billion people around the world that don't even have access to a bank account," he continued.

    "They may not be able to trust the banking system, they may not even themselves trust their governments or other people. And I do think blockchain is an excellent technology, that can facilitate trust. What Libra is trying to do is really about creating money on the internet by allowing this thing to go, especially to the place of where people don't have these opportunities."

    Ek noted that Libra will partly be about enabling purchases of physical goods, citing the example of someone using Facebook's WhatsApp to pay for rice using Libra coins rather than physical cash. However, he also addressed the potential for Spotify and other digital services.

    "The most important thing is it will enable paying for things digitally in many of the places around the world where those kind of methods just doesn't exist. A service like Spotify, you can imagine what would happen by allowing users for instance to be able to pay artists directly," said Ek.

    "That can open up massive opportunities where all of a sudden, a user in Japan might pay a creator in Argentina. And that opens up huge opportunities for how we can further our mission."

    (Whatever you think of Libra, the fact that Spotify is, right up to CEO level, even thinking about direct payments from fans to artists is a significant talking point for anyone mulling how the streaming service will evolve in the coming years.)

    The podcast episode was recorded at Spotify's pop-up studio at the Cannes Lions advertising festival, which is taking place this week. Ek also talked about Spotify's podcasts push during his interview, suggesting that spoken-word shows are an important trend-bucking alternative to online video in 2019.

    "I just think it's a very different way of telling stories. And I think we can tell stories that are much deeper than many other mediums can," he said.

    What lends itself to really authentic, deep storytelling? You realise there's a whole host of categories that might be super interesting. But I think that's the reason why people are engaging with the format already."

    "An average podcast is almost an hour's of content. And at the same time, everyone who's talking about video are talking about, 'well, video's like four-minute snack-sized videos and that's kind of...'. No, it's actually going the other way when it comes to audio," he continued.

    "It's one of the few long-form storytelling formats that we have, and in a world that's just trying to get headlines, it feels to me this could be a great counterpoint to all of that, that allows us to get to the meat of a lot of these stories."

    Ek also said that Spotify's recent announcement of a podcast-production partnership with Michelle and Barack Obama was a demonstration of the growing diversity of the podcasts world.

    "As we are now doing a lot more programming, I think people will get excited about the space again," he said.

    "Just seeing what happened 10 days ago from the Obama announcement, how excited people are now about the category, because they all of a sudden realised that it doesn't have to be two white dudes in a studio talking about something techy. That's the interesting thing: this is a medium for everyone."