Nevena and John talk to Guy Morrow, Assoc Prof, Arts & Cultural Management, Uni of Meb, Is Spotify’s AI ‘killing’ Australian music?

Guy Morrow is an Associate Professor of Arts and Cultural Management at the University of Melbourne, Australia. His research interests include artist‑centred approaches to cultural management and the impact of digitalisation, datafication and artificial intelligence on music artists within music ecosystems. His work combines academic rigour with arts sector collaboration to develop actionable insights for artists, managers and cultural organisations. He is also the current president of the International Music Business Research Association (IMBRA).

Guy’s current contract research project is examining digital platform interactions to assess the performance of Australian artists on Spotify’s algorithmic playlists for the Victorian Music Development Office. One of his previous research contracts explored the shifting ground beneath music artist manager remuneration for the Association of Artist Managers in Australia while another developed an impact framework for the Science Gallery Network. Guy is also part of a project that has received AU$100,000 in proof-of-concept funding from Research, Innovation and Commercialisation at the University of Melbourne, ArtCert, which is developing an innovative response to shortcomings in current artwork authentication practices. The project aims to use blockchain and computational methods to validate the authenticity of painting collections.

Guy also has a vast record of achievement in the creative and cultural industries and has worked with many of Australia’s best-known musicians within various popular music scenes through direct management, and also through music and design work. Guy was the founding co-manager of the band Boy & Bear and in this capacity received five Australian Recording Industry Association (ARIA) Awards, as well as Gold and Platinum Awards from ARIA.

https://theconversation.com/is-spotifys-ai-killing-australian-music-what-we-found-from-analysing-more-than-2-million-tracks-276984

“The objective of streaming platforms is to maximise user engagement. Spotify does this by allowing users to discover new music in various ways, including through manual search and exploration, editorial (human-made) playlists, and AI-recommended playlists.

Algorithms have been criticised for amplifying the influence of superstars – and the corporate interests that support them – while also potentially narrowing listeners’ musical preferences.

Spotify’s AI does have a significant influence on the listening habits of its subscribers. But is this a problem?”

The post Sat, 21st March, 2026: Guy Morrow, Assoc Prof, Arts & Cultural Management, Uni of Meb, Is Spotify’s AI ‘killing’ Australian Music? appeared first on Saturday Magazine.