Socially Conscious Consumers Got Spotify to Change Its Tune
*By Britt Terrell*
Spotify's decision to remove the R&B artist R.Kelly's songs from parts of its streaming music platform was a considered response to consumers' demands that brands behave in a more socially responsible way.
"These social movements typically backed by large groups of young users are pressuring companies to take a stance," said Phillip Tracy, a tech writer for The Daily Dot.
According to a 2015 Nielsen [report](https://www.forbes.com/sites/sarahlandrum/2017/03/17/millennials-driving-brands-to-practice-socially-responsible-marketing/#3946f9034990), 66 percent of consumers are willing to spend more if a product comes from a sustainable brand. Millennial customers are even more demanding ー 81 percent of millennials expect their favorite companies to make public declarations of corporate citizenship.
To appeal to those sentiments, some brands are responding increasingly quickly to online calls to action when new controversies arise.
Spotify made a statement this week when it responded to a #MuteRKelly movement that started after the singer was [accused](http://www.vulture.com/2018/04/another-woman-is-accusing-r-kelly-of-sexual-misconduct.html) of sexually abusing women in a sex cult. Like the hashtag campaigns #MeToo and #TimesUp, the online effort around R.Kelly sought to hold the artist accountable in the marketplace.
Citing its new Hate Content and Hateful Conduct Policy, Spotify said it would no longer include R.Kelly's music in its algorithm and editorial-curated playlists.
Tracy said in an interview Friday with Cheddar that it's hard to say whether other streaming services such as Apple Music will follow Spotify's example.
Spotify has 75 million subscribers as of its first public earnings report earlier this month. Apple has 40 million.
For the full interview, [click here](https://cheddar.com/videos/spotify-takes-the-keys-from-ignition-2).
A new mobile app has launched just in time for Valentine's Day. Our.Love bills itself as an A.I.-powered, gamified, relationship wellness app for couples. The app is set in what the company calls the Coupleverse, a virtual world where each couple can build a virtual relationship home as they also build their real-world relationship. Founder and CEO Tal Zlotnitsky joined Cheddar to discuss how the app works. "The concept behind Our.Love is to give people the opportunity to understand where they stand in their relationship through very simple metrics that we provide within the app that will help them in real-time, see where they stand, see where their partner is, and be able to get closer together," he said.
Alyson Wilson, VP of Brand Innovation at Alo Yoga, joins Cheddar News to discuss the yoga apparel company entering the metaverse and teaming up with Spring Studios for New York Fashion Week.
Sēkr, a mobile app that aims to improve and digitize the outdoor travel experience, announced this week that it raised a $2.25 million seed round. In the Sēkr app, users can get access to more than 50,000 campsites throughout the U.S. including the nation's largest database of free campsites. The company is saying it is on a mission to make every step of the planning experience for outdoor travel easier, safer, and more social. Breanne Acio, co-founder and CEO of Sēkr, and Jess Shisler, co-founder and COO, joined Cheddar News' Closing Bell to discuss.
Valentine's day is right around the corner and love is in the air....or right at your fingertips if you're on dating apps. Lox Club is the dating app that 'kind of hates dating apps.' If you're burnt out from awkward, cringe-worthy, and superficial dating app encounters, it might be time to join Lox Club. Austin Kevitch, CEO and co-founder of Lox Club, joins Cheddar News to discuss.
