Music streaming giant Spotify has issued a stern warning to artists and industry players over the alarming rise in artificial streaming practices, cautioning that violators risk losing their royalties. As Nigerian artists continue to experience record-breaking earnings and global recognition on the platform, Spotify has emphasized the urgent need to combat stream manipulation that undermines legitimate talent.

Surge in Artificial Streaming Raises Red Flags

Spotify, one of the world’s largest music platforms, has expressed growing concern over the increased use of bots, click farms, and other deceptive techniques aimed at inflating stream counts. These illegitimate tactics, known collectively as artificial streaming, have become a critical threat to the integrity of digital music streaming.

According to Bryan Johnson, Spotify’s Head of Artist & Industry Partnerships, International, many artists unknowingly fall prey to these scams, believing they are engaging in authentic promotional efforts. However, the reality is often far more damaging.

“To be crystal clear: You can’t buy your way onto a playlist. Any service charging you money to get on a Spotify playlist—including non-editorial ones—is a scam,” Johnson stated during the company’s recent Spotify for Artists Masterclass. He further explained that many companies posing as marketing services often misuse Spotify Ads as a front, only to deploy bot traffic to artificially inflate streams.

Financial Consequences for Artists and Labels

The platform revealed that when significant signs of stream manipulation are detected, labels and distributors will be charged per affected track, a cost that frequently falls back on the artist. Johnson emphasized that even innocent artists may suffer consequences if associated with fraudulent promotions, whether knowingly or not.

“We know how frustrating it can be if you’re caught up in any of this. That’s why we’re investing heavily in tech and resources to detect artificial streams and enforcing policies quickly to deter bad actors,” Johnson affirmed. “This is something we take seriously at every level, all around the world. And our efforts are working.”

Industry-Wide Collaboration to Fight Fraud

To strengthen the fight against manipulation, Andreea Gleeson, CEO of global music distribution platform TuneCore, stressed the importance of industry collaboration. She highlighted that past attempts to combat fraud were often ineffective because offenders could easily migrate between distributors. However, this is changing.

Gleeson announced the formation of the Music Fights Fraud Alliance—a collective of streaming platforms, distributors, and labels working together to identify, prevent, and penalize fraudulent activity. This unified approach aims to ensure that only genuine artists with authentic listeners receive the benefits of the digital music economy.

“It’s very, very important that we protect the ecosystem so that artists with legitimate listeners benefit from their hard work,” Gleeson said. “Our goal is to get more money into the pockets of real artists with real fans.”

Scammers Exploiting New Artists

New and upcoming musicians, especially in fast-growing music markets like Nigeria, are often the most vulnerable. Gleeson noted that some artists unknowingly fall into fraud traps by hiring marketing agencies that appear legitimate but secretly use bot farms and stream farms to manipulate numbers.

Similarly, David Martin, CEO of the Featured Artists Coalition, warned that social media has become a breeding ground for these scammers.

“Artists are being contacted via DMs offering guaranteed streams or playlist placements. That’s always a red flag,” Martin said. “If it sounds too good to be true, it probably is. Always do your research.”

Nigerian Music on the Rise

The warning comes at a time when Nigerian artists are experiencing unprecedented success on Spotify. According to data published in the Spotify 2024 Loud & Clear Report, Nigerian musicians earned over ₦58 billion in royalties in 2024—a figure that more than doubled from 2023 and represents a fivefold increase since 2022.

The report also revealed that over 1,900 Nigerian artists were added to Spotify’s editorial playlists in 2024—a 33% rise from the previous year. Additionally, Nigerian songs were discovered by new listeners more than one billion times in 2024 alone.

Even more impressively, the number of Nigerian artists earning at least ₦10 million in royalties on the platform has more than doubled since 2023 and tripled compared to 2022.

Upholding the Integrity of Streaming

With Nigeria’s growing influence on global music trends—especially in genres like Afrobeats—the issue of artificial streaming poses a critical challenge. Spotify and other stakeholders are determined to preserve the legitimacy of streaming success, ensuring that artists are recognized and rewarded based on authentic fan engagement.

For both established stars and emerging talents, the message from Spotify is clear: Avoid shortcuts, don’t fall for fraudulent promises, and protect your brand.

How Artists Can Protect Themselves

To avoid falling victim to artificial streaming scams, Spotify and music industry leaders recommend that artists:

• Avoid third-party services that promise guaranteed playlist placements or streams.

• Use verified Spotify tools, such as Spotify for Artists and Spotify Ads Studio, for legitimate promotional campaigns.

• Research any marketing agency before entering agreements, and request transparent data on promotion methods.

• Be wary of social media DMs offering quick fame or guaranteed success.

As the streaming economy continues to grow—especially in regions like Africa—ensuring fairness and transparency remains a top priority. Spotify’s ongoing investment in fraud detection and its partnerships with platforms like TuneCore mark a major step forward in protecting artists and fans from digital deception.