Daniel Ek Reveals Details Of Spotify’s Deluxe Plan

Spotify’s CEO and co-owner Daniel Ek has revealed the details of the streaming service’s new ‘deluxe plan’.

During Spotify’s Q2 Earnings Call on Tuesday (July 23), Elk confirmed what many have been expecting - the company will launch a second premium tier for subscribers willing to pay that little bit extra each month.

“The plan here is to offer a much better version of Spotify, so think something that could be something like $5 above the current premium tier… so it’s probably around a $17 or $18 price point,” Ek said.

• OPINION: We Don’t Pay Enough For Music

Though the details of the tier have not been officially confirmed yet, he said subscribers can expect “sort of a deluxe version of Spotify that has all of the benefits that the normal Spotify version has, but a lot more control, a lot higher quality across the board, and some other things that I’m not ready to talk about just yet.”

The “higher quality” that Ek mentioned is rumoured to be high-fidelity audio, a feature Spotify is yet to include, despite calls from consumers.

This new tier is part of the company’s move toward a more personalised experience for their subscribers, with a range of options on offer.

“Interestingly enough, a huge part of [Spotify’s initial] success was really driven by a very simple proposition, a one-size-fits-all proposition, but part of why I believe the subscription business in the last year or two has been doing better is because we moved from that one-size-fits-all to a much more tailored proposition, where consumers now have everything from the basic tiers to the duo to family plans to student plans. There’s just many more options for you to subscribe to Spotify,” Ek said.

He said he believes this new ‘deluxe’ option won’t just be good for subscribers but also for the music industry as a whole. “It will be a net positive for the entirety of the music industry and will further enhance the growth that the music industry is seeing.”

“I think this is a great way where I think we can create a win-win both for the creative ecosystem, but also for consumers as well.”

This announcement from Spotify comes after they confirmed that several Russian artists had their music pulled from the streaming service earlier this month on account of their support for the invasion of Ukraine.