Why is Spotify running ICE ads so controversial?
ICE is a federal law enforcement agency under the supervision of the United States Department of Homeland Security.Ā Its stated mission is to conduct criminal investigations, enforce immigration laws, preserve national security, and protect public safety.
However, as Thredās own Alexa Grayson explains, many Americans donāt view ā or experience ā ICE this wayā¦ especially not in the last year. Since Trump re-entered office and issued an executive order that allowed ICE to arrest undocumented immigrants (regardless of whether or they have a criminal history or not), millions of people across the US have taken to the streets to protest against the crackdown.
As well as standing in solidarity with US immigrants, protestors have condemned agentsā increasingly aggressive tactics and methods of intimidation. Journalists, artists, and everyday citizens have continued to criticise ICE, with many stating that the agencyās agenda relies too heavily on racial profiling ā a method the US Supreme Court permits as grounds for immigration stops.
Outrage at ICEās approach has been compounded by multiple reports of abuse and mistreatment of detainees sent to ICE facilities, with some reports involving pregnant women and children. Data published by US Senator Jon Ossoffās office has shown āat least 510 instancesā of physical and sexual abuse, though the figure could be much higher.
A growing list of musicians from around the world have spoken out against ICE, including high-profile artists like Shakira, Bad Bunny, Becky G, Tyler the Creator, Kehlani, Renee Rapp, and Green Day. It remains to be seen how they will react to Spotify’s running ICE recruitment ads, as other sinister developments involving the company have seeĀ artists go as far as pulling their music from the platform entirely.
Spotifyās PR year from hell
Online, former Spotify members have labelled ICE recruitment ads as the āthe nail in the coffin,ā referencing numerous instances of unethical and politically-charged behaviour surrounding the streaming service as of late.
At the start of 2025, Spotify was criticised for hosting a brunch for Donald Trumpās inauguration and donating $150,000 to the official ceremony. In response, Spotify said āthe donation aims to continue to expand our presence in Washington D.C. while furthering the goals of our platform and our creators. It is in line with the work we do in capitals around the world to advance our policy issues, regardless of who is in power.ā
In June, Spotifyās Chief Executive Daniel Ek also announced that heād led a funding round of nearly $700 million through his personal investment firm, Prima Materia, into the European defense firm Helsinig. The firm is an AI military weaponry tech company which specializes in creating AI software integrated into fighter aircraft such as its HX-2 AI Strike Drone. The news caused artists big and small to pull their music from the platform.
July saw Spotify land in hot water again for allowing an AI-generated band called Velvet Sundown to rack up millions of streams while having the āverified artistā badge displayed on its profile.
The realisation that Velvet Sundown was really an AI-generated artist triggered widespread debate about creative authenticity. Key players in the music industry have campaigned for streaming sites to be legally obliged to tag music created by AI-generated acts, in order to allow consumers to make informed decisions about what they are listening to.
Spotify seems to be having a PR year from hell, however, many would argue that this is a mess of its own making. Itās still too early to say whether promoting ripping families apart through mass deportation will cause a mass exodus from the platform, but it may very well make alternatives like Apple Music and YouTube Music more attractive to many listeners.
As a long-time Spotify user, adjusting to Apple Music may be a real challenge. But Iāve already activated a free trial, and I have to say, the guilt-free listening and higher-quality sound is quite literally music to my ears.
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