Spotify Said It Was Making a Super Premium Service. Where Is It?
The company has spent a couple years talking about a more-expensive version of its music service for superfans. Where is it?
Daniel Ek, co-founder and chief executive officer of Spotify Technology SA, left, rides in a golf cart to the morning session during the Allen & Co. Media and Technology Conference in Sun Valley, Idaho, US, on Friday, July 11, 2025.
Photographer: David Paul Morris/BloombergIn January 2024, Universal Music Group Chief Executive Officer Lucian Grainge declared the era of the superfan. Grainge is the head of the biggest music company in the world, and his annual missives to start the year double as an effort to set an agenda for the industry.
Grainge is hardly alone. Every music company is obsessed with superfans. The growth in recorded music sales has slowed, but interest in music has never been higher. Companies are eager to figure out how to capitalize on that interest.