by Rob Bach (Founder, CEO)

In MIDiA’s recent blog post “The Unflattening of Streaming,” Mark Mulligan argues that “As counter intuitive as it may sound, streaming has become too convenient. It needs some friction.”

Mulligan points to music discovery’s analog past:  reading reviews, listening to DJs, talking with friends, and seeking recommendations from knowledgeable record store clerks (I still have my Wherehouse Music badge – a music retailer way back in the ‘80s – and a license to opine). His proposed solution? Add gamification and badges to streaming platforms for both casual listeners and super fans.

Here’s where I disagree: The answer isn’t friction. It’s community.

Music discovery has always thrived on human connection, not artificial barriers. Mulligan himself notes that “there are signs that Gen Z are not warming to streaming like they should be, with 16-19 penetration growing FAR more slowly than other age groups.”

So where is Gen Z discovering music? Record stores. Friends’ houses listening to CDs together. Live shows.

Gen Z and Millennials are rediscovering what many of us experienced growing up: music is fundamentally social. It’s about listening with friends, swapping mixtapes and CDs (yep, still a thing), pouring over album covers and liner notes, and supporting artists we love.

The real issue isn’t that streaming is too convenient; it’s that many platforms treat music as impersonal “content” rather than art that connects us. Young listeners are gravitating toward experiences that foster genuine community around music discovery and appreciation.

Building authentic music communities will sustain people (and that’s what this should be about) far more effectively than adding artificial friction to digital platforms.

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At Spinney Media, we’re revolutionizing physical music distribution. Founded by CD Baby warehouse veterans, we handle everything—storage, listing across Amazon/eBay/Shopify, fulfillment, and fan service—starting at just $2/month. Musicians and labels keep 100% of their earnings while engaging their fans and creating community with their music.