In 2025, as streaming continues to dominate the music industry, one issue remains increasingly apparent: the discovery problem. While platforms like Spotify and Apple Music offer unprecedented access to global audiences, the question arises—are these platforms doing enough to help new and emerging artists gain visibility?
Streaming services have long touted their ability to democratize music discovery, promising listeners an easy way to find new artists and tracks through algorithms and curated playlists. These platforms boast vast libraries of music, offering millions of songs at the fingertips of users, and claim to help listeners discover hidden gems, often in real-time. However, as the music market becomes more saturated and competitive, many smaller, independent artists feel lost in the shuffle. With millions of songs uploaded daily and an ever-growing pool of content, standing out has become an increasingly difficult feat, especially for emerging musicians with limited resources.
One of the primary mechanisms for music discovery on streaming platforms is playlists. These curated collections of songs—especially editorial playlists curated by the platforms themselves—are often seen as essential to gaining exposure. Platforms like Spotify and Apple Music offer their own “Editorial Playlists,” which feature tracks selected by internal curators. Being added to these playlists can significantly increase an artist’s visibility and lead to more streams, followers, and concert opportunities. However, gaining a spot on these coveted playlists is highly competitive and often requires connections or the backing of major labels, leaving independent artists at a disadvantage. Without the resources to hire public relations (PR) teams or secure playlist placements, many emerging musicians find themselves struggling to reach a larger audience.
While platforms like Spotify offer algorithms such as “Release Radar” and “Discover Weekly,” these features primarily favor artists with a proven track record or substantial social media followings. For an artist just starting out, these automated recommendations may not be enough to break through the noise. While the “Discover Weekly” playlist is designed to introduce users to new music based on their listening habits, its recommendations often lean toward artists with significant streaming histories or an already established fanbase. Newer artists without substantial data or a social media presence are less likely to be featured, which further perpetuates the cycle of underrepresentation in the algorithmic recommendations.
The increasing reliance on algorithms also raises concerns about the fairness of music discovery on streaming platforms. Algorithms tend to favor the popular, the mainstream, and the already successful, potentially sidelining smaller, lesser-known artists. While Spotify’s algorithm can help tailor recommendations to individual tastes, it often prioritizes songs with high play counts and engagement metrics, rather than quality or originality. As the algorithm continues to evolve, it remains unclear how much opportunity there is for truly emerging talent to break through in a landscape dominated by data-driven decisions.
For independent musicians, this “discovery problem” has created a significant barrier to entry. Without the financial means to compete with major-label artists, many indie musicians struggle to gain the visibility they deserve. While some artists have found success by using social media to promote their work, platforms like Instagram and TikTok, which also prioritize viral content, do little to solve the underlying issues of discoverability on streaming platforms. Furthermore, the oversaturation of the music market, with new songs uploaded every day, makes it difficult for new artists to gain traction and stand out.
As we move further into 2025, it’s clear that music streaming platforms need to do more to address the discovery problem for new and emerging artists. There is a growing call for more equitable algorithms that give smaller, independent musicians a fair shot at being heard, regardless of their financial backing or social media following. More transparency in how artists are promoted on platforms would also help level the playing field and allow artists to better understand how to increase their chances of being discovered. For example, platforms could offer clearer guidelines on how to get included on editorial playlists or provide greater insight into how algorithms decide which songs are recommended to users.
Additionally, there is a need for better support systems for independent musicians, including opportunities for artist development and tools that assist with audience engagement. Some platforms, such as Bandcamp, have already embraced direct-to-fan models that allow musicians to sell music directly, offering more control over their career. However, streaming platforms still dominate the landscape, and as such, they must find ways to be more inclusive of independent artists. They could implement initiatives like offering more prominent placement for new releases, running features that highlight emerging talent, or using data to promote hidden gems to listeners who are likely to appreciate them.
In conclusion, while streaming platforms have certainly transformed the music industry and opened up access for emerging artists, they still face significant challenges when it comes to supporting these musicians’ discoverability. With millions of songs flooding the market every day, the current systems of algorithmic recommendations and playlist placements are not enough to ensure that new and independent artists have an equal opportunity to be heard. If streaming platforms are truly committed to democratizing music discovery, they must take meaningful steps toward improving how they promote emerging talent. Greater transparency, more equitable algorithms, and better support for independent musicians could go a long way toward solving the discovery problem and ensuring that all artists, regardless of their resources, have the chance to find their audience.