Instagram/@fkatwigs
FKA Twigs is the October Spotify EQUAL ambassador, an initiative meant to give women in music a greater voice. Announced via a funny video on the streaming service’s official UK and Ireland portal, the artist describes an oceanic metaphor as a believable parallel to her journey in the music business. Being one of the controversial partnerships, questioning the timing and ethics of the collaboration is now one of the main discourses from the view of the followers.
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“I said, being a woman in this music world is like being out at sea and not knowing how to swim in a rough wave. I learned to fill my lungs with air to keep me afloat and eventually found my rhythm.” At the same time she published the video, FKA Twigs performed poetry with her ocean metaphor, reflective of her own experience trying to exist within the perilous world of the music industry. She hoped that her career path, and that of her fellow women artists,” would pave the way and make it easier and simpler and more fun for younger generations of women so that they can be seen be heard be talented be beautiful and make incredible music for years to come.”
Emphasizing that final line, Spotify Pick noted: “Be seen, be heard, be talented, be beautiful & make incredible music for years to come,” while noting FKA Twigs as Spotify’s EQUAL Ambassador for October and that the latter is a global program focusing on women artists.
The announcement was just timely for the sudden rise of variegated responses. While some stood alongside and praised the artist for her inspiring message, the majority seemed disappointed and saddened by the partnership. One user lamented, “spotify shut up and leave our girl alone,” with another sympathizing “fr!!, we don’t want the shii.”
Some pointed out the controversies surrounding Spotify’s business practices. “This is why spotify should actually pay the artists !!!” lamented one (many musicians resonated with him and in similar regard to their complaints concerning streaming revenues). “right let’s start by paying artists the fair share they deserve and divest from military tech companies!” said another comment, sarcastically referencing Spotify’s alleged investment in defense technology.
Following on from this, the geopolitical implications were under attack immediately: “FKA twigs I thought didn’t support genocide (spotify supports Israel).” Calls for boycotts were echoed by one, who said, “Girl we are all literally cancelling our subscriptions lollll boycottttt down byeeee,” and a number yet to come were littered with the hashtag #boycotspotify.
These allegations over political affiliations, however, remained unanswered: The anger was also spilled onto the brand partnerships. “Love @fkatwigs as an artist but her working with H&M and @spotifyuk really gives me the ick,” admitted a user, implicating a pattern that troubled some followers. Another simply asked, “At a time when artists are outright removing their music from this platform, YOU thought it would be a good idea to partner up with them?”
In the wake of the negativity were some who could focus on FKA Twigs’ artistic value herself. “Amazing analogy we love a thinker queen,” said one fan, with another exclaiming, “Lmao what an analogy, such a poet.” Another recognized and uplifted her winding career path, saying, “I remember when Twigs first came to Wipez Sessions. Always so strong, even back then keep shining.”
With this plethora of reactions, one sees the dilemma of artists caught between opportunity and morality. The EQUAL campaign basically promotes women in music, yet the partnership has imported the question of corporate responsibility in the context of artistic streaming. Now her metaphor to describe her career path—tossed amongst turbulent waters—starts shifting to recognize the equally treacherous waters of industry partnerships and audience expectations.
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Still unfolding on Twitter and beyond, this announcement will stand as a reminder that artist-brand relationships are now undergoing intense scrutiny from the public who want their own value systems to be reflected in every collaboration. This shows how fast a celebratory announcement can be turned into a platform for further lampooning the industry. This situation brings to mind the recent Spotify performance by another major artist. The platform also recently featured a concert film reflecting on streaming milestones. In other artist news, the Michael Jackson estate has been active with new playlist releases. Meanwhile, Twigs herself has previously shared enigmatic posts about her creative process.
