The Ineffable Tone-Deafness of Spotify’s Daniel Ek

variety.com:

Jem Aswad Senior Music EditorOne might think that, just weeks after his company scraped through the biggest crisis of its existence — its stubborn defense of giving a gigantic international platform, not to mention more than $200 million, to Joe Rogan and his destructive, malignant opinions — Spotify’s Daniel Ek might exercise a little caution and humility.One might think that, after paying millions to Capitol Hill lobbyists in an ongoing battle to pay less to songwriters — the very foundation of his company’s existence — than the Copyright Royalty Board decreed it should pay, he wouldn’t spend even more millions on something as flashy and business-uncritical as sponsorship of a soccer team, especially with Russian bombs killing hundreds of Ukrainian civilians every day.

But one would be wrong. Spotify’s flamboyant announcement of its “partnership” with FC Barcelona, which it touted as a groundbreaking connection between sports and music but seems to amount to some names on jerseys and a stadium — was unveiled Tuesday with the same fanfare that it gives new product announcements or yet another “service” for artists like those gigantic, expensive Times Square billboards that advertise stars who don’t need the exposure.

And while the company claims that there will be multiple benefits for artists who will be advertised on the team’s jerseys — that’s certainly the first place many people go for music recommendations: a European soccer player’s chest! — it’s all justification for what everyone except one person must know is a questionable investment for a company that loses dozens or hundreds of millions of dollars every year.And yes, it’s easy to take shots at a big target, but could he make it much easier?