How Obsession with Metrics Undermines Artistic Quality and Reshapes the Music Industry

The music industry is a dynamic one, with changes unfolding both gradually and spontaneously. Before the penetration of DSPs like Spotify, Apple Music, and the rest, consumers decided for themselves what music they considered quality and worthy enough to be in their playlists. The process was void of external influence and was largely based on listeners connecting with music that resonated with them. Some of this music is now regarded as classic, with a resounding quality that defies time.

But on the other side of the coin lies a new phenomenon that has undermined the quality of music and ultimately reshaped the way fans consume it. Now driven by a needless obsession with streaming numbers and vain metrics, the consumer’s spark for the art of music is increasingly divided between the music itself and what should be backend data reserved for artists and their teams. As a result, musicians are forced to bend to consumer desires, recreating “success” templates. The outcome? Watered-down music quality, as artists now share their creative autonomy with audience expectations.

Today, a standard exists—particularly in Nigerian music—where quality is synonymous with how high a song charts on DSPs and similar KPI-showcasing platforms. And in the present day, the side effects have rippled across the industry, affecting artists and consumers alike. The rise of illegal streaming farms, a decline in artistic integrity, and a growing fixation on numbers rather than the music itself have all taken root. A US survey highlights that charts aren’t democratic but are influenced by heavy listeners to on-demand streaming services. It also alludes to the idea that there are differences between music that tops the charts and “favorites” or “classics”.

But who is really to blame? And can the obsession with metrics and how it undermines artistic quality be remedied?

Who Is to Blame? The Role of Artists, Fans, and the Industry

The obsession with these metrics is not the fault of one entity alone; it is a collective creation of the music ecosystem.

Artists, in their bid to prove their worth and dominance, have weaponized these metrics. Apple Music charts, for instance, have been turned into a vanity metric, with artists using high rankings as ammunition to shame their peers and engage in public feuds. Instead of celebrating artistic ingenuity, discussions around music are now filled with streaming wars and first-week numbers.

Fans, on the other hand, have become enablers of this culture. Instead of appreciating music for its craft, they engage in “stan culture,” where numbers are used as the ultimate proof of an artist’s superiority. Streaming parties, mass pre-saves, and coordinated social media campaigns—while effective in boosting an artist’s visibility—often prioritize numbers over genuine artistic impact.

The industry, including labels, DSPs, and media platforms, also bears responsibility. With playlist placements now gatekeeping success, labels manipulate streaming algorithms and push for numbers at the expense of creative risks. DSPs, in turn, amplify songs that fit their engagement models, forcing artists to tailor their sound to what is algorithmically favourable rather than what is creatively fulfilling.

The Metrics That Dictate Today’s Music Industry

In today’s music industry, success is no longer solely defined by a song’s cultural impact or its ability to evoke deep emotions. Instead, it is quantified by data-driven metrics that serve as the new benchmark for greatness. The most prominent of these metrics include:

Streaming Numbers – Platforms like Spotify, Apple Music, and Audiomack have made streaming counts the primary currency for measuring a song’s reach. The more streams a song garners, the more commercially successful it is perceived to be, regardless of its actual artistic value.

Chart Positions – Apple Music’s Top 100, Billboard’s Hot 100, and TurnTable Charts in Nigeria are now the definitive proof of a song’s dominance. Artists and fans use chart rankings as a bragging right, often disregarding the fluidity of these lists and the factors that influence them.

YouTube Views – In the visual era of music, artists are now pressured to amass millions of views within hours of a video’s release. The race to hit trending spots has made numbers more significant than the content itself, leading to clickbait tactics and inflated view counts.

Social Media Virality – Platforms like TikTok and X (formerly Twitter) have birthed a trend-driven music industry where success is dictated by how often a snippet is used in viral challenges or how many times a song is mentioned in trending conversations. The power of virality has made artists chase short-lived trends over timeless artistry.

Shazam Charts – Once a simple tool for discovering unknown songs, Shazam has now become another yardstick for success. Artists and their teams intentionally push campaigns to boost Shazam numbers, making organic discovery less authentic.

Radio and TV Spins – While not as dominant as streaming, radio and TV play counts are still regarded as important KPIs. Artists who secure heavy rotation are deemed to have a bigger impact, even though playlist curation on major stations is often influenced by label power and industry politics.

The Side Effects of the Metrics Obsession

This relentless chase for numbers has led to several damaging consequences.

1. The Rise of Streaming Farms – The artificial inflation of streaming numbers has become a norm. Illegal streaming farms, where bots artificially boost plays, have emerged as a dark underbelly of the industry. These inflated numbers deceive consumers, artists, and even DSPs, creating a false sense of demand.

2. A Decline in Artistic Integrity – Many artists no longer create music with the intent of self-expression. Instead, they tailor their sounds to fit algorithmic preferences, prioritizing catchy hooks and viral snippets over depth and storytelling. The result? A repetitive, formulaic industry where distinctiveness is rare.

3. Fan Disconnection from the Art – With fans more invested in numbers than music, the emotional connection between artists and listeners has weakened. Instead of celebrating the depth of an artist’s lyrics or the innovation in their sound, discussions are often reduced to chart positions and first-day streaming milestones.

4. Shorter Lifespan of Songs – Due to the emphasis on trends, many songs today are created for short-term impact rather than longevity. The industry has shifted towards microwave music—tracks designed to go viral quickly but disappear just as fast.

Can This Be Remedied?

The solution to this growing problem requires a fundamental shift in how success is perceived in the music industry. There needs to be a cultural reset where fans are encouraged to appreciate music beyond numbers. Industry stakeholders must foster conversations around artistic quality rather than just streaming achievements.

Streaming platforms should implement stricter measures to curb artificial inflation, while chart systems should incorporate more qualitative measures, such as audience engagement and longevity, rather than just first-week performance. Labels and DSPs should work together to eliminate fraudulent streaming activities and restore authenticity in music consumption.

Artists must take back their creative autonomy by prioritizing artistic integrity instead of bending to algorithm-driven success. Some of the most impactful albums in history were slow burners, proving that quality often outlasts trends.

Ultimately, the music industry’s obsession with metrics is a double-edged sword. While data-driven success has its advantages, it should never come at the cost of artistry. The true test of great music has never been in its numbers but in its ability to connect, inspire, and transcend time.