Spotify is raising its prices once again. This is nothing new. Just last year (July 2023), Spotify raised its prices. It used to be $9.99 for the Premium Individual plan.
Now, we're going up again. The Premium Individual price is going from $10.99 to $11.99 this year. The Premium Family Plan is going from $16.99 to $19.99.
Let me tell you the truth -- I am an avid Spotify user. Spotify has been bae since about 2013.
Over time, things have changed as a result of its increased commercial interests. Still, I've stayed loyal.
And to be honest ... I'm not going anywhere.
BUT! I definitely plan on dabbling back into radio.
I see an opening for radio's reemergence into the forefront of more people's lives.
On my Uber ride this morning, the driver was listening to the radio. Specifically, she was listening to STAR 94.1 where they played throwback pop hits from the 80s, 90s, and 2000s. In between hits, the host shared trivia about the newest Bad Boys movie. I cannot lie. I was tuned in.
I started to consider why my Uber driver decided to listen to the radio. The throwback station served her millennial music needs. It was niche enough where she didn't have to listen to recent songs but broad enough where she may still hear new songs. Perhaps she wasn't into making playlists, so she turned to the reliable station. If there was any interesting news, she'd remain informed. Most of all, it was free.
As DSPs (Digital Service Providers) continue to raise their prices, it won't take long for users to forego their subscriptions. In fact, these price increases are partially due to canceled or unpaid subscriptions.
So what can radio do? So much! Themed radio shows can easily take the stage. Where Spotify playlists have thrived, radio stations can do the same. A vibe-centered radio show that plays your Brent Faiyaz, Jhene Aiko, PinkPanthress, and the like would thrive, in my opinion.
What about podcasts? We're all obsessed with them? How can we mesh the two again? How many podcasters would be interested in licensing their content to radio as well?
There are so many opportunities for radio's reemergence. And let's not act like radio has not been steadily doing its thing. Even when some of us turned our back on radio, the on-air personalities, DJs, stations, and executives have been grinding. And they've maintained committed listeners during this time.
Now, there's just an opportunity for them to harvest from all of that hard work. And if anyone's been slacking or dealing with a dream deferred, pay attention to the pivot.
Inevitably, things will move toward radio again. It may not be the same as it was, but it will become part of the conversation again.
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