Source: Dazed
Artists are fragmenting their Spotify identities to stage-manage releases, experiment without brand risk, and build parasocial momentum through mystery. Musicians are treating the platform like TikTok or Instagram, where narrative control and mystique drive engagement more than catalog transparency. This inverts Spotify's algorithmic model, which assumes unified artist profiles. A surprise drop from an "unknown" account generates more streaming velocity and cultural conversation than a straightforward release from an established name, making deception a core marketing asset.