What Tiki Taane tells artists thinking of quitting Spotify

Tiki Taane, the award-winning New Zealand musician known for hits like Always on My Mind, has shared insights a year after deciding to remove his music from Spotify. The decision came amid growing concerns over artist compensation, algorithmic curation, and the platform's investment in artificial intelligence and military ventures. Taane, based in Papamoa, chose to exit Spotify in a high-profile move, deleting his entire catalog and replacing it with a message titled “Bye Bye Spotify”, a sharp critique of the streaming giant. His song, filled with incendiary language, declared, “I don’t want to be part of this fucking streaming war machine.” A year into his departure, Taane told The Spinoff’s podcast At Large with Toby Manhire that he has no regrets. While Spotify still holds a large audience, he noted that fans are increasingly finding his work elsewhere. To compensate, he has actively promoted his music on alternative platforms such as YouTube Music, Bandcamp, and Lume, which allows users to purchase and retain albums rather than stream them. This shift required significant effort, including building up these platforms and redirecting traffic away from Spotify. Despite the challenges, Taane reports that audiences continue to engage with his work, though not from the same source. When asked whether other artists should consider leaving Spotify, Taane advised caution. He emphasized that independence from major platforms is crucial, particularly for those free from contractual obligations. For artists still reliant on Spotify’s revenue, he suggested staying unless they are prepared to transition fully. Taane, who also removed his music from Amazon, offered to guide others through the process. He detailed the steps he took, including setting up alternative distribution channels and managing expectations during the transition period. “It’s not easy,” he admitted. “You’re wondering, shit, have I done the right thing? But it’s nearly been a year now. Everything’s fine.” Taane acknowledged that while he hasn’t yet fully recovered the income lost from Spotify, he believes the situation will stabilize. He expects that within the coming year, his earnings from alternative platforms may match what he previously earned from Spotify. In the meantime, he has focused heavily on live performances, having already played around 50 gigs this year. These shows have become essential not only for financial stability but also for maintaining a connection with his fanbase. Merch sales and direct engagement with audiences have further supplemented his income. Live performance has taken on renewed importance for Taane, especially as the music industry continues to evolve. He described this period as reminiscent of his early career in Christchurch, where he worked as a recording engineer for the band Salmonella Dub. After facing personal struggles, including addiction, he reinvented himself as an independent artist. He invested in his studio and property, founded Tikidub Productions, and expanded his role as a producer. This diversification allowed him to maintain creative control while generating additional income. Today, he balances producing for others with performing and releasing his own work, calling it a “beautiful balance.” For Taane, this journey represents both a challenge and an opportunity. He sees the current landscape as a chance to reconnect with his audience in a more direct and meaningful way. As he continues to navigate this new phase, his experiences offer valuable lessons for fellow musicians considering a similar path.