A new study commissioned by the European Commission finds that the online discoverability of diverse European cultural content, particularly music and books, is significantly hampered by platform algorithms, streaming fraud, and the proliferation of AI-generated tracks. The findings, presented at a Brussels conference this week, underscore the need for coordinated policy action to protect cultural diversity in the digital environment.
Study Scope and Key Findings
Conducted under the EU Work Plan for Culture 2023–2026, the assessment examines how digital platforms, curation tools, and recommender systems affect the visibility of European works. It identifies emerging challenges and areas for policy intervention, noting that the dilution of revenues caused by fraudulent streams and AI content directly impacts labels’ and artists’ ability to invest in new music, which is essential for cultural diversity and long-term sustainability.
Industry Response
IMPALA (Independent Music Companies Association), which represents over 6,000 independent music companies across Europe, participated in the event. Executive Chair Helen Smith stressed the stakes for independent culture:
Renewal and diversity are essential to avoid homogenisation or “sameness” which narrow not just culture and art, but also ideas and values. Today’s new releases and cultural diversity are tomorrow’s heritage and in music this is synonymous with independence, which needs not only discoverability but a strong ecosystem.
European Commissioner for Intergenerational Fairness, Youth, Culture and Sport, Glenn Micallef, told attendees:
We cannot and should not stop at analysis. We know enough, we have the evidence. And now the hardest part of all, we must do something and we must do it together. Stakes are high for cultural diversity.
Data Limitations and “Glocalisation” Debate
IMPALA cautioned that the study’s reference to “glocalisation”, the reported dominance of domestic artists in national markets, may present an incomplete picture. The association noted that the research relied heavily on publicly available top-chart data, which omits discovery patterns beyond the highest-ranking tracks. Smith added that the focus on glocalisation risks distracting attention away from more fundamental issues:
So-called “Glocalisation” and other factors distract attention away from key issues such as the basic functioning of the streaming market, the problem of fraud and AI generated tracks as mentioned above, geographic under-representation as we have seen through the work of Music Equality, as well as algorithmic bias and structural issues such as concentration and how that also impacts outcomes on streaming platforms (demonetisation being one example, minimum commitments in contracts are also relevant). Let’s not put ourselves in a situation where we can’t see the wood for the trees.
