Spotify started out as a legal way to stream popular music. Then it flirted, unsuccessfully, with becoming a video company, too. Now it is trying out a new identity: It wants normal people, not just people you’ve heard of, to start uploading songs and podcasts — and then it wants to make money getting those songs and podcasts out to many, many more people.
Spotify still wants the biggest stars in the world on its service. That’s why it spends most of its money on licensing deals with the big music labels, and why it paid a ton of money to sign podcast king Joe Rogan last summer. And it’s also why it is working with Barack Obama; the service just announced that Bruce Springsteen and the former president have a new Spotify podcast where they discuss “modern manhood.”
But the main message behind a promotional event Spotify held Monday, where the company announced a slew of new products and several new podcasts, was aimed at a much larger group of musicians and podcasters…
— to www.vox.com