Subvert music service prioritizing art over artificial intelligence

With its public launch earlier this month, a digital music marketplace called Subvert aims to live up to its name, directing more power — and more dollars — to recording artists navigating the choppy waters of the streaming wars.

Initially pitched as a collectively owned successor to Bandcamp — a popular sales interface for independent artists — and an alternative to big tech-funded streaming services like Spotify or Apple Music, Subvert (subvert.fm) was already hosting music for purchase by 20,000 artists from 120 countries as of Wednesday afternoon.

Nearly 30 of those artists — including Altona-based pop producer Daggerss, a.k.a. Laura Smith — call Manitoba home.

“To me, the co-op model is really exciting,” says Smith, a former touring member of indie rock stalwarts Said the Whale whose past projects include Rococode, a synthy duo that released music through Winnipeg label Head in the Sand Records in the 2010s. “It gives power to the people and keeps it in the hands of the people instead of us being at the beck and call of a tech company.”