As country music grapples with sexist radio play and an exceedingly male landscape, Spotify staffs its Nashville office with two female heads — Brittany Schaffer and now Rachel Whitney
in the ACM Awards Entertainer of the Year category have been female in the last five years — and in some years, zero percent.
Admittedly, the country community as a whole has been slower to accept streaming into their daily lives, when compared to genres like pop and hip-hop. More people listen to country radio than any other format. However, growth is happening and it’s hard to believe that streaming won’t become the main method of country consumption in the future. Streaming of country music grew 36% in the United States from 2018 to 2019, according a MRC Data/Nielsen Music report.
The new presence of both Schaffer and Whitney to head up Spotify’s Nashville office will be closely watched by the country music industry — especially because digital streams have proven much more integral to the growth of new artists than terrestrial radio play, which has seen a sharp decline in advertising spend and cultural attention.
Based on the increase of streaming and the relative weakening of terrestrial radio’s cultural power from 2015 to 2020, streaming may very well represent the future of a business landscape notoriously known for its misogyny. If companies like Spotify make a concerted effort to seek gender parity in their hiring processes, there’s an opportunity for women to hold more roles as tastemakers, artists and creators.
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