Spotify’s Troy Carter on Drake’s streaming success

Earlier today, Drake’s “One Dance” feat. WizKid and Kyla passed one billion streams on Spotify, becoming the first song ever to achieve that milestone on the platform. Already Spotify’s most-played song ever — it passed Major Lazer, DJ Snake and MØ’s “Lean On” in October for the honor — “One Dance” topped the streaming service’s year-end charts, while Drake himself racked up 4.7 billion streams in the past 12 months, padding his lead as Spotify’s most-streamed artist of all time (8.7 billion streams).

What makes Drake such an ideal artist for the streaming era?

Spotify’s Troy Carter: Drake doesn’t lock himself into an album cycle. When Drake wants to put out music and he feels like it’s ready, Drake puts out music. So it’s not the typical, “I’m gonna put out two singles, then launch my album, then go on tour, then wait two years and go back in the studio and release this music.” I think he really has captured that rhythm of how fans want to consume music. They want to listen to the Views album, but when he comes out with “Fake Love” or any other song, they want that, too, and they don’t want to have to wait for a year and a half for it. I think he really has great instincts for it and it’s working.

What did you take away from the success of “One Dance”?

Hit records make us look really smart. [Laughs] I think Drake made a monster of a record and people responded, and I think our guys within Spotify are just getting better and better at how to put music out in front of more and more people and when it all comes together it works.

Via