Loud and Clear or Muted and Vague? : An essay on Spotifys communication regarding royalties to Artists.

Sammanfattning: Spotify is a global company that has a dominant position in swedish musicstreaming. Through its communication to consumers, the website Loundandclear.byspotify.com strengthens its brand. The reason why we have chosen this topic is because of the criticism that has been directed at the company for several years. In particular looking at the criticism of low royalty payouts in recent years towards royaltyholders. The purpose of the study is therefore to investigate and understand how Spotify communicates through the website Loundandclear.byspotify.com, but also how consumers perceive the company and communication on the website.  This is investigated through a content analysis of Spotify's official website Loudandclear.byspotify.com. But also a survey of how consumers perceive communication on the website and the attitude and trust towards Spotify as a company. We have chosen to limit our selection of respondents to people aged 18 to 25 because statistics indicate that this particular age group are the ones who mainly listen to music through streaming in Sweden.  The results show how the website Loudandclear.byspotify.com presents itself as providing answers regarding its level of compensation. However, you are met by a well visually appealing interactive site that captures the reader's interest without providing a real insight. In order to be able to find any statistics or information, you also need to scroll through a number of steps to be able to obtain this information. Our survey also shows that consumers believe that the credibility of the website is at an average level, while the knowledge about compensation levels is very low.