Have fun with your half-penny-per-stream, because Spotify now appears to be closing on an ultra-pricey, Manhattan penthouse office sprawl. "Nothing has been signed," Spotify executive Graham James told Digital Music News in an email, though sources are pointing to a very luxurious move for the company. The New York-based Commercial Observer noted that Spotify is now actively negotiating to occupy the entire 7th floor penthouse of 620 Avenue of the Americas in the heart of Midtown South (or Flatiron), a total of 73,000 square feet.

Spotify's current New York address is listed on spotify.com as 76 9th Avenue, Suite 1110, 11th Floor, a less tony, and probably far less pricey, location. And when it comes to price, Observer cited recent quotes from RXR Realty in the $60s per square foot, putting this property at nearly $5 million a year*. Spotify declined to discuss specifics of the report, though this adds to other, worldwide offices in Brussels, London, Stockholm, Paris, Madrid, Oslo, Amsterdam, Helsinki, East Melbourne, Berlin, and Copenhagen.


The New York move, despite not being finalized, seems to cement Spotify's image as the fattest startup on the block. Of course, funding levels in the hundreds of millions are the fuel for this story. That includes a rumored round topping $200 million ahead, with Goldman Sachs expected to be amongst the participants.
Here are just some of the details of this high-end listing, from RXR.
Magnificent cast iron façade with dramatic arched entranceways, constructed in 1896.
Over-sized windows offering abundant light and air.
Soaring 17’ ceiling heights.
Central lobby for office tenants clad in travertine marble with sophisticated dark wood and quartz stone concierge desk with 24-hour attendant.
Enhanced security with technologically advanced turnstiles.
A view that looks like this...

(images from RXR's listing page)
*we originally calculated this as per month, though that calculation looks like an error.

Visitor Monday, August 06, 2012
What a joke. Looking forward to the day that the VC's get their wake up call and realize that Spotify will crash and burn within 5 years.

Visitor Monday, August 06, 2012
I don't think spootify will crash and burn. However, the VCs will feel the burn when the profit projections don't materialize.

farePlay Tuesday, August 07, 2012
The only reason Spotify will not totally crash and burn is because they will maintain their hype long enough to hook VCs and investment bankers, who will then force the IPO move, take their money off the table, leave a bunch of disrgruntled stockholders behind and create an entity that has too many small investors that will not allow Spotify to fully tank.
Spotify will then be directed by their stockholders to not raise payouts to the artists. Meanwhile, hundreds of millions in revenue will be siphoned away from you, the artist.
Perhaps this is just a fairy tale.

steveh Tuesday, August 07, 2012
A wise prognosis.
I think this was all along the plan, with the major record labels hoping for huge profit from their equity stake.
But perhaps the facebook share failure has put a spanner in the works.

Tune Hunter Wednesday, August 08, 2012
Spotify and Vevo are the greatest disasteres that ever happened to music. If they continue to exist we will see just ashes.
Sean Parker (outsider semicriminal both Napster days and Spotify days) Rio Caraeff (insider golf playing Trojan horse)and Steve Jobs ( "my way" scrooge) have locked up music industry in concentration camp. If it will continue their way the industry will plateou at 40 billion never reaching 1998 peak.
Music industry with few bold moves can reach 100 billion dollars in global sales in less then 5 years.
As we see only bold action can prevent 60 billion dollar a year ongoing rape.
Is there a logic to get at the most 5 billion in IPOs in exchange for 60 billion dollars in lost revenues.
Why they are doing it?

Lincoln Monday, August 06, 2012
Anytime anyone says Spotify can't pay artists more, point them to this article.

musicservices4less Tuesday, August 07, 2012
This all brings back memories from back in the day. Once upon a time there was a new East Coast record label funded by a major West Coast label with about 30 mil (today's dollars 80-100 mil). When I first went to the new label's headquarters, they were in very modest location, small but adequate. Did not have one record released yet. Made sense. Three months later they had moved to a very prestigous building, at least two floors, Gold records from other labels all over the walls, every body had at least two assistants and numerous interns. Still no records released. Finally one single was released and it did go top ten but it was a single. The related album flopped. Numerous releases followed all were flops except one or two. Within less than 24 months the label was completely shut down. At least back then, record executives new a bad business plan when they saw it and took swift action. Sure they could have "VC'd" the new label. But didn't. Oh, and in case you're wondering the acts that did sell recouped and continued to get paid by the parent label (still getting paid albeit not much). I know this from first hand knowledge. What does all this mean?
Maybe it is time for these so called venture capitalists to fund labels and aspiring artists instead of technology services that leach off of existing artists and use their funding to force asset owners to take it up the *ss.
I thought the "Venture" in VC meant taking a risk, not putting the risk on other people like artists and master/publishing owners.You never saw a record label large or small do that.

Niels Schroeter Wednesday, August 08, 2012
Hallelujah! Put energy and capital into the product, not the platforms.

Visitor Friday, August 10, 2012
If they want to attract top talent, they need catering, a nice office, $100k+ salaries, etc. that is pretty typical in the technology startup field.

Businessoutsider Monday, August 06, 2012
"I am a regular visitor of DigitalMusicNews" Better said I was.
How low can you go? This "Have fun with your half-penny-per-stream" remark shows is a crying shame. This ha nothing to do with objective journalism. This blog is turning into a constant anti Spotify propaganda channel. Why? Because Paul Resnikoff fails to understand the basics of streaming royalties.
Research Mr. Resnikoff, do some research!
Bye!

steveh Monday, August 06, 2012
Be off with you!! You beastly kool-aid drinking PR shill from Spotify propaganda central.
There are many people on this blog - Paul included, of course - who have a deep understanding of "the basics of streaming royalties".
Your problem is - in the words of Jack Nicholson - "you can't handle the truth"...

Businessoutsider Monday, August 06, 2012
Steveh, you are just as bad as Resnikoff: blinded by hatred for Spotify. Hard to see the truth when you are blind.
Ever visited an Apple Store or an Apple office? Why don't you ask iTunes for more than 70%. You should know it doesn't work that way? You run a label don't you? Comments like this make you look stupid.
Stop the name calling, you are getting paranoid. Not everyone who is defending streaming is a Spotify troll.
Come up with some real arguments for christ sake!

Visitor Monday, August 06, 2012
Apple earned it over the past 30 years.
Spotify hasn't proved anything yet, except for being able to operate with little transparency while being completely evasive.
Still love the service though.
xoxo

HansH Monday, August 06, 2012
You are right about that. True, Spotify operates without any transparency and is evasive, still Businessinsider has a point.
Spotify pays out 70% of the revenue (adds + suscription) before deducting operational costs.
Buying or renting office space is clearly operational costs, so the rate per stream is not affected.
Hate to say this, but starting this article with "Have fun with your half-penny-per-stream" is below the belt and misleading.

xoxo Monday, August 06, 2012
So which part of the hundreds of millions from VC and Corporate sponsors like Coca Cola and Yahoo can't handle these operation costs.... and now we're talking about 5 million a month?
That NYC space is pure conspicuous consumption, and a complete and utter waste of resources.
Hans, We both love the service, but this is the future and we have the internet. You can't do this kind of shit and expect people to just roll over or not ask questions...especially when they're being evasive on the whole.
Every major recording studio in NYC with the exception of 2 are out of business, the Capitol Records Building is condos and these guys are gonna come out and do something like this?
It's actually a bit offensive...

HansH Monday, August 06, 2012
A bit offensive... You are putting it mildly;)
If this story is true it's a bad move by Spotify, but dragging in the rate per stream in this way is not what I would call professional and objective journalism.
True I love the Spotify service, but have my doubts about the company.

Visitor2 Monday, August 06, 2012
AGREED. I am not saying I'm for or against Spotify but I am saying its ridiculous that Paul constantly pushes conversations in a way that benefits him when he has none of the information. He has never seen a Spotify deal nor has he ever been in a conversation between Spotify and an artist so he isnt in the position to put his opinion forward as fact, even if his intuition is correct.
Paul, you're the Fox News of digital music journalism. That may get you pageviews but at what expense?

brooklynbasement Monday, August 06, 2012
Spotify refuses to disclose any information so this is the only place you can find it out thanks to every artist publishing it here. That's not Fox.
Sorry Spotify PR trolls, you're media strategy sucks.

dude Monday, August 06, 2012
*your

steveh Monday, August 06, 2012
Come up with some real arguments for christ sake!
If you would care to check some of the numerous and heavily detailed debates about myriad mathematic extrapolations of the Spotify model and it's impact on artist/indie label income over a period of years on DMN, you would have an answer to this idiotic challenge.
But unfortunately you and others like you have drunk the kool aid and I have come to the unfortunate that reasoned debate is impossible.
Let's see how this pans out in the next few years. Let the cards fall as they may.

$$$ talks Monday, August 06, 2012
Google and Facebook's new tactic in the tech wars
Google and Facebook are using a controversial legal doctrine to channel money to the Electronic Frontier Foundation, the Center for Democracy and Technology, and other groups that share their hostility to online copyright enforcement.
Interesting how no tech or "music business" blog has not published any similar article...

Flavor Flav Monday, August 06, 2012
All this without having yet made one penny of profit. Madness!

@digimuziek Monday, August 06, 2012
Digital Music News is weer lekker bezig met hun anti Spotify propaganda ;)

Deke Monday, August 06, 2012
It's a touristy part of Manhattan but far from a luxury address. Upsides include kitty-corner access to Penn Station (great for commuters) and ultra-cheap clothing stores everywhere. But it's a nightmare for foot traffic.

@hadora Tuesday, August 07, 2012
Ca part en quenouille!

Guest Tuesday, August 07, 2012
I'm sure 76 9th ave, which is in the upscale Meatpacking District, is not cheap either.

casual observer Monday, August 13, 2012
I believe Spotify was using Google's office on 9th Street.

kustom Tuesday, August 07, 2012
Paul, I trust your reporting on digital music but you misunderstand commercial RE math. Unless you have other info, I believe it would be $60/sq ft x 73,000 = $4,380,000 / per annum or $365,000/month. Still pricey but not $5mm / month.

paul Tuesday, August 07, 2012
I think you're right, after researching more. Still quite expensive, but $5mm-something/month seems a bit too outrageous.
/paul

Adam Tuesday, August 07, 2012
Ha! A bit premature to be moving on such a prime piece of real-estate, no? Not only have they proven that they can't pay reasonably to artists yet because they have too few paying customers, but now they've proven that they intend to spend their money before figuring out how to actually make any money... "Funding Rounds" don't count as income BTW.

Blogonomics Tuesday, August 07, 2012
If you guys want him to stop writing about Spotify--stop commenting (and driving eyeballs) to his Spotify posts. The problem will go away if you ignore it. We all read DMW for the comments--moreso than the posts.

FarePlay Tuesday, August 07, 2012
For those who don't understand the importance of Spotify, look no further than the huge unknown that a fully subscribed service of free file sharing would have on the sales of music.
It is the likely destruction of that revenue stream, inconjunction with oppressive compensation for streams that will create a crippling blow for musicians.
The sad part is the fear that permeates the music scene. While people like myself can continue to shout out, unless the musicians can muster the courage to opt out of Spotify than nothing will happen.
Are you so afraid to miss out on the scraps, that you fail to make a stand for your future? For once you have some power; use it or its' over guys.

LMAO! Tuesday, August 07, 2012
I love coming here for a good laugh from the banter!

Visitor Tuesday, August 07, 2012
Romneyfy

Visitor Tuesday, August 07, 2012
Ah living large .....
Get the VC money,
Screw the Artists,
Pay off & corrupt the major labels execs if pushed....
Laughing all the way to the bank.... Ride the gravy train... set yourself up for life.... the Napster guys showed the way ...
Wake up EXECS who care! Wake up ARTISTS!

Richard Wednesday, August 08, 2012
um, so. fucking. what?
have you seen the Sony NYC HQ recently? or Apple? or Google?
Paul, your persistent resentment of this service is soooooooooo far beyond boring now.

@ceoleeparsons Wednesday, August 08, 2012
Spotify 's new Penthouse office looks ridonkulous and i cant wait to visit. Haters, c ya laters

@benjaminbenaim Sunday, August 12, 2012
Spotify: the next rise-and-fall IPO on the list?

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