Press Play and Lean Back: Passive Listening and Platform Power on Nintendo’s Music Streaming Service
I remember long car rides as a kid in the early 2000s, headphones on, gazing out the window at the passing scenery while looping background music from The Legend of Zelda and Pokémon games on my Game Boy. After school, I’d occasionally throw the Super Smash Bros. Melee soundtrack on my Discman CD player, keeping me motivated while doing homework. Like many others, I found Nintendo’s music to be an effective accompaniment to everyday activities, a kind of functional listening long before streaming platforms like Spotify and YouTube made it trendy. Which raises the question: how has Nintendo adapted to the streaming age?
Unlike many other game publishers, Nintendo has conspicuously kept its music off streaming services—despite having some of the most recognizable soundtracks in video game history, such as Super Mario Bros., Donkey Kong, and Metroid. Instead, the company took a different direction by unveiling its own music streaming service in October 2024, aptly titled Nintendo Music. The platform, available to Nintendo Switch Online subscribers, showcases soundtracks spanning the company’s history, from 1980s NES titles to recent Nintendo Switch 2 releases.
In a listening landscape dominated by Spotify, Apple Music, and YouTube Music, Nintendo’s decision to launch its own proprietary streaming service makes it unique among video game companies. This move is idiosyncratic in a way that feels characteristically Nintendo, but it is also a bold bid to compete in the broader attention economy. By situating itself alongside, rather than within, the major music streaming services, Nintendo signals that its soundtracks are valuable cultural content worth curating and controlling directly.
Nintendo Music caters specifically to video game fans by including screenshots with each track, having a “Spoiler” filter that lets users block music from games they haven’t played, and making personalized recommendations based on each user’s play history. But perhaps most notable is its emphasis on background listening: through features like mood playlists and an “Extend” tool, video game music is explicitly framed as a companion for contexts like relaxing, working out, or doing household chores.
By repurposing game soundtracks as tools for everyday routines, Nintendo Music capitalizes on nostalgia and contemporary listening habits to deepen fan engagement and retain control over its brand—a strategic move from a company that is famously (over)protective of its intellectual property. More generally, it also reflects neoliberal logics in which music is woven into daily life to regulate mood and productivity, revealing the increasing reach of digital platforms over how we work, listen, and live.
Listening in Loops: Video Game Music in the Background
In advertisements for Nintendo Music, actors hum and sing along to famous video game tunes while carrying out their daily activities. “Whether you’re grocery shopping, straightening up at home, or getting some studying done, Nintendo Music can be the background sound to your everyday life,” the description to one video reads.
This marketing is strikingly similar to strategies by streaming services such as Spotify, which encourage listening to music in any and every context. Playlists based around specific moods or activities—like Spotify’s “Gym Hits,” “Intense Studying,” and “sad girl starter pack”—use music as a tool to manage listeners’ energy levels, focus, and emotions as they go about their lives. Anahid Kassabian’s concept of “ubiquitous listening” helps describe this phenomenon, showing how even passive, background engagement can shape listeners’ affects and experiences.
In many ways, video game music is ideal for the ubiquitous listening that streaming services promote. Game soundtracks are generally (though not always) designed for the background and are usually instrumental, setting the emotional tone of on-screen action, from serene soundscapes to intense boss battles. Unlike other multimedia soundtracks, such as film scores, much video game music is also composed to loop indefinitely, making it especially effective for sustained listening.
As Michiel Kamp demonstrates in Four Ways of Hearing Video Game Music, “background listening” is one of the main ways users experience video game soundtracks. He writes that “background music both in games and elsewhere requires us to be so attuned to it that it offers no experiential friction in need of interpreting, and through this it has the capacity to attune us to our environment, be it a mythical underworld full of dangers or a convenience store full of groceries” (2024, 175).
While Kamp primarily focuses on background listening while playing games, game music can attune listeners to moods, activities, or environments even when heard outside of gameplay. In fact, video games train us to listen in this way, using music to establish the appropriate affect for narrative events, settings, and characters. These immersive qualities have made video game music immensely popular on streaming services: soundtracks from games and franchises like Halo, Final Fantasy, The Elder Scrolls, Undertale, and Minecraft have collectively garnered over a billion streams on Spotify alone.
But Nintendo, by launching its own proprietary platform, trades streaming royalties and wider exposure for something arguably more valuable: the ability to control how and where fans experience its content.
Features in Focus: Nintendo Music’s Approach to Passive Listening
Nintendo Music’s features illustrate how the service adapts soundtracks for continuous, everyday listening. Perhaps most notable is the service’s unique Extend feature, which allows users to stretch the runtime of tracks up to 60 minutes. Described in the app as “the perfect accompaniment to studying or working,” this feature facilitates seamless background listening without the distraction of frequent track changes. So if you’ve ever wanted to loop the Wii Shop music for a full hour—and let’s be honest, who hasn’t—now you can.
Alongside complete soundtracks, Nintendo Music also foregrounds curated playlists, including those based around specific video game characters, themes, and moods. The “Powering Up” playlist features “up-tempo tracks to fill you with energy,” for example, while “Good Night” has “down-tempo tracks to help you drift into dreamland.” Screenshots for each track further immerse listeners, visually reinforcing the moods and environments the music is designed to evoke. On these playlists, Nintendo’s music is presented less as individual compositions and more as “vibes.”
Packaging music around moods or vibes is not a neutral act. In Mood Machine: The Rise of Spotify and the Costs of the Perfect Playlist, Liz Pelly asserts that “organizing music by mood is a way to transform it into a new type of media product. It is about selling users not just on moods, but on the promise of the very concept that mood stabilization is something within their control. It’s a tactic for luring users to double click and start streaming” (2025, 40). Pelly’s observation underscores that mood-based playlists do more than entertain: they are a way for platforms to influence how listeners organize their time and attention.
Furthermore, Nintendo Music’s approach positions music not only as a creative or cultural artifact, but also as a commodified resource for self-regulation. This aligns with Eric Drott’s claim that streaming services often employ music as a “technology of social reproduction,” used to structure and maintain day-to-day existence. For Drott, this is “part of a broader tendency under neoliberal capitalism that prizes music, the arts, and culture not on account of their aesthetic worth but on account of their ‘expediency’ for other social, political, and economic ends” (2024, 197).
Many users still actively listen to their favourite Nintendo soundtracks on the platform, and there’s also nothing inherently wrong with background listening—it’s how much of this music was originally designed to be heard. However, presenting music as an aid to concentration, productivity, or mood regulation also risks repurposing soundtracks as a form of “neo-Muzak,” a vehicle for continuous consumption designed to keep listeners plugged into Nintendo’s broader product ecosystem.
Background Benefits: Nintendo’s Platform Power
Beyond guiding listening habits, Nintendo Music reinforces the company’s brand image of nostalgia, innovation, and family-friendly fun while increasing engagement with its intellectual property on its own terms. As a Nintendo spokesperson said in an interview with Nippon TV News, “To increase the number of people who have access to Nintendo IP, we believe that game music is an important and valuable form of content. Nintendo Music is a service that allows us to deliver this game music in a way that is uniquely Nintendo. . . . We hope that Nintendo Music will help you recall some of your favorite gaming experiences and think that it will also encourage people to play the games again” (translation by Nicholas Anderson).
Nintendo’s efforts to centralize its music are also likely, at least in part, a response to fans unofficially circulating soundtracks online. As part of a broader trend of functional music compilations (think lofi beats to study/relax to), YouTube hosts countless user-generated Nintendo music playlists designed for activities such as studying and sleeping. Despite Nintendo’s notoriety for issuing takedown notices over copyright infringement—including shutting down the massively popular YouTube video game music channel GilvaSunner in 2022—many of these unofficial videos and reuploads continue to accrue millions of views.
By providing an official home for soundtracks and its own contextual playlists, Nintendo Music is a subtle exercise in platform power, gating access to subscribers. It redirects listeners from other platforms, letting Nintendo control its content without diluting its brand on third-party services. Although Nintendo Music’s catalogue is currently slim—as of writing it has roughly 100 soundtracks—the company continues to trickle out new music most weeks, incentivizing listeners to keep coming back.
Nintendo Music promotes ongoing background listening not only to attract users who are already accustomed to mood and activity playlists, then, but also to keep them on the platform and connected to the company’s games and services. After all, every minute a listener spends on Nintendo Music looping David Wise’s “Aquatic Ambiance” from Donkey Kong Country is a minute they aren’t spending on YouTube, Spotify, or any other entertainment platform.
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Video game music is, in many respects, perfectly suited for the streaming age. From the popularity of playlists to the ascent in ambient music, streaming services’ focus on passive listening aligns with the background function of video game soundtracks. As we’ve seen, Nintendo Music takes full advantage of this, using its marketing and features to bolster branding, solidify control over IP, and encourage engagement.
For many, Nintendo Music offers an enjoyable experience and a convenient way to stream nostalgic soundtracks. But the service also exposes how proprietary platforms concentrate power and leverage passive listening for ongoing consumption, reinforcing broader patterns where work and leisure become intertwined with corporate interests. By prompting users to integrate Nintendo’s music into their activities, the platform extends the reach of its games beyond the screen and into daily life.
Whether you’re listening to famed composer Koji Kondo or everyone’s favourite troubadour dog K.K. Slider, Nintendo’s message is clear: press play and lean back.
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Featured Image: “Mario Kart” by MIKI Yoshihito (#mikiyoshihito), CC BY 2.0
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Ryan Blakeley is Visiting Assistant Professor at Northeastern University and holds a PhD in Musicology from the Eastman School of Music. His research investigates how digital platforms like music streaming services are shaping creative practices, listening habits, and music industry power dynamics.
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Wingsong: Restricting Sound Access to Spotted Owl Recordings
I am not a board games person, yet I always seem to find myself surrounded by them. Such was the case one August evening in 2023, during a round of the bird-watching-inspired game, Wingspan. Released in 2019 by Stonemaier Games, designer Elizabeth Hargrave’s creation is credited with a dramatic shift in the board game industry. The game received an unparalleled number of awards, including the prestigious 2019 Kennerspiel des Jahres (Connoisseur Game of the Year), and an unheard of seven categories of the Golden Geek Awards, including Best Board Game of the Year and Best Family Board Game of the Year. In addition to causing shifts in typical board game topic, artistry, and demographic, Wingspan has led many board game fans to engage with the natural world in new ways, even inspiring many to become avid birders.
Following the game’s rise to popularity, developer Marcus Nerger released an app, Wingsong which allows players to scan each of the beautifully illustrated cards and play a recording of the associated bird’s song. On the evening in question, the unexpected occurred when I scanned the Spotted Owl (Strix occidentalis) card and received a message that read:
Playback of this birds[sic] song is restricted.
Of course, I had to know more. Although the board game was originally designed using information from the Cornell Lab of Ornithology’s eBird.org website, Wingsong derives its recordings from another free database, xeno-canto.org. A quick search of the website revealed the following statement:
Some species are under extreme pressure due to trapping or harassment. The open availability of high-quality recordings of these species can make the problems even worse. For this reason, streaming and downloading of these recordings is disabled. Recordists are still free to share them on xeno-canto, but they will have to approve access to these recordings.
Though Xeno-Canto does not give specific details about each recording, the Wingspan card offers a clue in italics at the bottom: “Habitat for these birds was a topic in logging fights in the Pacific Northwest region of the US.”
The unexpected incursion of such politics into a board game is startling, especially given the limited information in the initial message. As such, the restriction of Spotted Owl recordings on Xeno Canto, and by extension Wingsong, suggests complicated issues relating to the ownership and distribution of sound, censorship, and conservation.
Spotted Owl Recordings
The status of the Spotted Owl was a major issue of public debate in Oregon of the 1980s and 90s, where I grew up. As Dr. Rocky Gutiérrez, the “godfather” of Spotted Owl research, wrote in an article for The Journal of Raptor Research, “Conservation conflicts are always between people – not between people and animals” (2020, 338). In this case, concerns about the impacts of logging in old-growth forests, thought to be the primary habitat of the Spotted Owl, pitted loggers and the timber industry against conservationists. On both sides, national entities like the Sierra Club and the Western Timber Association helped turn a regional management issue into one with implications for forest protection, wildlife conservation, and economic development across the nation. Forty years later, it is still a hot button issue for scientists, industry, and the government, now with added complications of fire control, climate change, and competing species like the Barred Owl (Strix varia).
Xeno-Canto uses a Creative Commons license, meaning that users can access and apply to a wide variety of projects without explicit permission of the recordist, but it also offers tools for contacting other users. I wrote to two recordists who uploaded Spotted Owl calls to Xeno Canto: Lance Benner and Richard Webster, both recording in southern areas where the Spotted Owl’s conservation status is slightly less dire than in Oregon. Benner is a scientist at the NASA Jet Propulsion Laboratory at the California Institute of Technology, whose recordings have been used in scientific research projects, at nature centers, in phone apps, and notably, in a Canadian TV show. Benner told me via email that he agrees with Xeno-Canto’s restriction on the Spotted Owl recordings to the public, writing
I used to play spotted owl recordings when leading owl trips but I don’t any more now that the birds have been classified as “sensitive.” There have also been multiple attempts to add the California Spotted Owls to the endangered species list, so if I find them, I’m not sharing the information the way I used to….
Webster, on the other hand, offered a slightly different perspective:
There are enough recordings in the public domain that restricting XC’s recordings probably will not make a difference. However, some populations of Spotted Owl are threatened, and abuse is quite possible…
As Webster points out, numerous recordings of Spotted Owls are readily available, including via The Cornell Lab of Ornitology’s Voices of North American Owls and other audio field guides. The concern with such recordings, Gutiérrez told me over Zoom, is that anti-Spotted Owl activists might use the recordings to “call in” Spotted Owls – essentially a form of audio catfishing historically used in activities like duck hunting. In the case of Spotted Owls, the concern is that activists might deliberately harm the birds. However, it can also be a dangerous practice when used by birders who simply want to get a closer look: birds may abandon their nests, leaving chicks vulnerable and unprotected.
From a sound studies perspective, “calling in” underscores questions of avian personhood. Rachel Mundy contends that audio field guides are structured by people in ways that highlight animal musicianship. Yet when we consider the practice of “calling in,” it becomes clear that birdsong recordings are not only designed for human ears, but also avian ones.
Nonetheless, while birds are considered intelligent enough to recognize a call from their own species, they are not believed to be able to identify the difference between a recording and a live performance. The bird’s sensorium is short-circuited by the audio recording, tricking it into thinking a mate is nearby. Not only does this recall the interspecies history of the RCA Victor label His Master’s Voice, it highlights distinctly human anxieties about the role of recording and its ability to dissimulate. Restricting access to such recordings, then, revives deep-seated ethical questions that require a nuanced application.
Whether or not Spotted Owls are able to differentiate between a recorded call or the call of a live mate it is likely to be of decreasing concern, however: Gutiérrez suggests that Northern Spotted Owl populations are so small that anyone attempting to call one in would be unlikely to actually find one.
Immersion, Conservation, Reflection
App developer Marcus Nerger conceptualizes Wingsong as part of an immersive augmented reality experience, one that situates the game player in a more realistic soundworld. In the world of board games, parallels might be drawn to audio playlists used in tabletop role playing games like Dungeons and Dragons, or to the immersive soundscape design used in video games.
Via Zoom, Nerger and I discussed the importance of sound in bird identification, which is arguably more significant than vision given birds’ general fearfulness of humans, branch cover, and the physical distance bird and observer – a separation underscored by the pervasive use of technologies like binoculars. Wingsong is not simply immersive because it connects the player to the real bird species, but because the experience of birding relies as much on hearing as it does on sight.
However, the Spotted Owl restriction message provides a provocative interruption to the immersive bird song experience provided by Wingsong. It is a jarring contrast to the benign experience of listening to recorded bird song, reminding the player of both the artifice of game play and the consequences of environmental actions. It suggests that the birds in the game are not hyper realistic Pokémon to be simply collected, but rather living animals embedded in environmental and political histories. The lack of information provided in the “restricted” message leaves the player wanting more – and subsequently, with a bit of searching, unearthing the mechanics behind the app, the politics of bird song recording, and finally, the specific histories of the species contained there, the ghost in the machine irrevocably unveiled.
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Featured Image: by author
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Julianne Graper (she/her) is an Assistant Professor in Ethnomusicology at Indiana University Bloomington. Her work focuses on human-animal relationality through sound in Austin, TX and elsewhere. Graper’s writing can be found in Sound Studies; MUSICultures; forthcoming in The European Journal of American Studies and in the edited collections Sounds, Ecologies, Musics (2023); Behind the Mask: Vernacular Culture in the Time of COVID (2023); and Songs of Social Protest (2018). Her translation of Alejandro Vera’s The Sweet Penance of Music (2020) received the Robert M. Stevenson award from the American Musicological Society.
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Botanical Rhythms: A Field Guide to Plant Music–Carlo Petrão
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