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In a Slack channel dedicated to discussing the ethics of streaming, Spotify’s own employees debated the fairness of the PFC program. “I wonder how much these plays ‘steal’ from actual ’normal’ artists,” one employee asked. And yet as far as the public was concerned, the company had gone to great lengths to keep the initiative under wraps. Perhaps Spotify understood the stakes—that when it removed real classical, jazz, and ambient artists from popular playlists and replaced them with low-budget stock muzak, it was steamrolling real music cultures, actual traditions within which artists were trying to make a living. Or perhaps the company was aware that this project to cheapen music contradicted so many of the ideals upon which its brand had been built. Spotify had long marketed itself as the ultimate platform for discovery—and who was going to get excited about “discovering” a bunch of stock music?