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Music

Twitter Music Has a Diversity Problem (But at Least It's Not Their Fault)

With Twitter Music, the company is wading into the complicated conversation of what matters in the age of the internet. Four of the five options available are pretty cool; the “popular” artists make sense (way more than traditional charts do), and the “su

Twitter Music launched last Thursday. Like Spotify, Rdio, Ping and a bunch of others before it, it is yet another attempt to link social media and music. And just like all of those, it is going to have a problem with diversity.

Twitter’s strength—and what gives it more staying power than most social networks—is its flexibility. For things like chat rooms and fan pages, someone had to actively create a place for people to come together, and people had to actively join in. Twitter subcommunities form as needed, if they are even acknowledged (hi Weird Twitter!), and membership is open, flexible, and sometimes accidental. Thanks to my involvement with Moombahton and my love of Texas rap, my timeline has taught me a lot about Chicano culture (or at least made me more aware of it). Twitter, to its credit, has done a good job of being all things to all people by pretty much staying out of the way. The most proactive thing I remember them doing is changing how they calculated what was trending to keep Justin Bieber fans from swamping that shit constantly (although please correct me if I’ve forgotten a scandal).

With Twitter Music, the company is wading into the complicated conversation of what matters in the age of the Internet. Four of the five options available are pretty cool; the “popular” artists make sense (way more than traditional charts do), and the “suggested” artists are on point as well. The ability to easily bring up artists I follow is a nice touch. But what of the “emerging” musicians? Why do 90s post-rock heroes Appleseed Cast hold top ranking? How did The Virgins, sweethearts of 2009, score number-five? What did the unfortunately named bands RÜFÜS and Egyptian Hip-Hop do to land at #16 and #26 respectively? And, the most important question, why do you have to scroll through 99 artists who are, shall we say “indie blog darlings” before you get to Katie Got Bandz, the first rapper?

Another way this problem manifests itself is through verification. You have to be a verified Twitter account to be on the Twitter Music charts. The verification process is random and opaque (as I learned from The Untitled Kondabolu Brothers), but I have a feeling it helps to be the kind of artist that Twitter employees care about.

All of this begs the question why Twitter has an “emerging” section at all? Why does Twitter, whose strength is its ability to foster microtrends and help reveal macrotrends in less visible parts of humanity, want to start trying to dictate what people are supposed to like? I don’t know, man. But I do know that as someone who writes about (relatively) new rap music for money, I’m not stressed about getting scooped by Twitter Music.

Skinny Friedman is on Twitter until they read this and get mad - @skinny412