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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.”

Screenshot of Nintendo Music’s mood playlists

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.

* * *

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.

Featured Image: “Mario Kart” by MIKI Yoshihito (#mikiyoshihito), CC BY 2.0

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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“Just for a Few Hours, We Was Free”: The Blues and Mapping Freedom in Sinners (2025)

In the 2025 blockbuster Sinners, Ryan Coogler has a vampire story to tell. But before he can begin, he needs to tell another story—a blues one. Sinners opens with a voiceover thesis statement performed by Wunmi Mosaku (who plays Annie in the film—more on her below) about the work the blues can do, then rambles the narrative through and around 1932 Clarksdale, eventually settling into a juke joint outside of town. Here, the blues story builds to a frenzied climax, ultimately conjuring the vampires propelling the film’s second half. It’s those vampires that most immediately register as cinematic spectacle, but Coogler’s impetus to film in IMAX and leverage all of his professional relationships for the movie wasn’t the monsters—it was to showcase the blues at a scale the music deserves. In Sinners, the blues takes center stage as a generative sonic practice, sound that creates space to be and to know in the crevices of the material world, providing passage between oppression and freedom, life and death, past and future, and good and evil.

I’m not exaggerating in calling the opening voiceover a thesis. In a movie where Coogler trusts his audience with a great deal of interpretation, he puts an incredibly fine point on the role that blues performs here. We’re told that some musicians—be they Irish, West African, Native American, or southern US Black—are so skilled that they can pierce the veil separating the living from the dead, and while this piercing can help heal a community, it can also attract a certain evil that wants to exploit this rupture. The narrator doesn’t say “It’s the blues!” but the next visual information we get is that it’s Clarksdale, MS, in 1932, and an injured, blood-soaked Sammie (Miles Caton) is stumbling into his father’s church, clutching what’s left of the neck of a guitar. No one in Sinners says the word “crossroads,” but here we are, at the place where the blues meets the devil—where the end meets the beginning–and our young hero has a choice about which way he’s going to go.

A teenaged Black young man, Sammie, sits holding a guitar in the back seat of a convertible car, driven by two very stylish twin Black men in the front seat, named Delta Slim (left) and Stack (right).
Sammie picks up guitar in car with Delta Slim (left) and Stack [2:23], Screen Capture from Ryan Coogler’s Sinners (2025) by SO!

If Coogler doesn’t fully trust his audience to know what to do with the blues without being told, it’s likely due to decades of commercialized attempts to defang the genre that have filtered out 21st century listeners’ ability to hear most of what makes the blues potent.  Drawing on what Clyde Woods in Development Arrested (1998) has termed the “blues epistemology,” a blues way of knowing, B Brian Foster speaks with contemporary Black Clarksdalians in I Don’t Like the Blues (2020) to chart much of the current state of the blues. Pulling on one particular thread of Foster’s ethnography can help clarify what’s happening in Sinners, as he unpacks the many reasons why the blues don’t resonate quite like they used to.

In Woods’s framework, the blues is more than a musical genre; it’s a way of understanding and, crucially, reshaping one’s world. The blues, a genre arising in the late 19th century and reverberating through the 20th, functioned as epistemology in order to explore a way out from under plantation power after Reconstruction and through Jim Crow. Woods chronicles centuries of “plantation power” in the Delta and how that power reconfigures itself over and again through different eras of US history, always with the goal of extracting labor and life from Black Mississippians. The blues pushed against the edge of what was considered possible and sought to imagine and create a world that was free—not just from plantation power but from all the logics that support it or would circumscribe Black self-determination and autonomy.  In I Don’t Like the Blues, Foster encapsulates the heart of blues epistemology with a flourish: “While many people hear the blues as performance and play, Black residents of Clarksdale knew it to be flesh and bone, a spirit in the dirt. Their blues was a conduit. A map. A method” (15-16). Throughout his book, Foster demonstrates that what the blues was is no longer what the blues is. One of those reasons is that resistance to plantation power (whether in the Delta or beyond) simply sounds different now, having worked its way through jazz and funk and soul and hip hop and trap. 

SO! screen capture of the time-bending dance scene in Sinners 1930s connecting blues and hip hop

In Sinners, Coogler starts by telling us what the blues could do, then he shows us that power in a climactic scene midway through the film, reminding his audience that a blues epistemology might not always sound the same, but it can still do the work of mapping out freedom. After the camera cuts away from Sammie at the crossroads in his church, we loop a bit back in time to meet Sammie’s cousins, the SmokeStack brothers (twins played by Michael B Jordan), who purchase the juke joint’s eventual location.  The first half of the movie follows the brothers as they split up and get the band—and hospitality crew—together to open the venue that night. Sammie is new to this life, but a deeply gifted bluesman, and he receives counsel along the way about what the music is and how it works. Once the juke is packed, the booze is flowing, and the dancefloor is sweating, Delta Slim (Delroy Lindo) invites Sammie to take the stage and tell the people who he is and where he’s from. What follows is an ambitious narrative and technical feat that pays off the opening voiceover.

Sammie, also known as Preacher Boy, launches into a song called “I Lied to You,” addressed to his minister father (played by Saul Williams). It’s a confession that he’ll take the blues over the church any day. His singing pierces the veil, and we witness a litany of musicians joining the space from the past, present, and future: an Afrofuturist rock guitarist, hip hop DJs, breakers, twerkers, a ballerina, a Zaouli dancer, and Beijing opera performers, among others. Weaving in and out of Sammie’s blues, the sounds of each of these musicians layer and feed back into the mix to create a densely ecstatic sequence. This is the community healing piece of the voiceover thesis. The performers joining from far-flung places and times connect to an ancestral lineage of creative self-determination that runs through the patrons of the juke joint (Bo and Grace—played by Yao and Li Jun Li, respectively—are Chinese shop owners helping out at the juke joint and the presumed source of the Beijing opera performers).

Sinners’s musical conjuring isn’t an academic article, but it does have some musicological points to make. Audiences encounter musical styles uprooted from specific times and places, all mingling around this blues moment in 1932 Clarksdale. Coogler structures the scene by stacking out-of-time sound and movement, emphasizing the potency of a blues epistemology while also acknowledging that the blues’s power is situational. In its time—post-Reconstruction and Jim Crow—the blues could call in and draw on the fullness of diasporic music-making and world-mapping. But at other times, and in other places—say, a 2025 music venue—the blues is less likely to ignite such a moment as it is to show up as a participant, arriving as one of many in the musical ancestry to support the veil-piercers of the day. This phenomenon is the “changing same” of Black music, as Amiri Baraka put it in Blues People: “consistent attitudes with changed contexts” that explain why the sound changes over time (153). In Sinners, the immediate context is a community of Mississippi sharecroppers who seek healing, and the blues widens the frame so that the juke joint revelers can connect to and draw strength from a broader, deeper community beyond the edges of their material world.

As “I Lied to You” mingles with sounds past and future, the camera moves through the juke in a counterclockwise motion, grounding the scene further in diasporic ancestral practices. In Slave Culture (1987), Sterling Stuckey traces elements of Bakongo burial ceremonies throughout the New World, focusing especially on the ring shout, a sacred ceremony practiced by enslaved people in the United States involving a shuffling circular dance accompanied by song. Consistent across these traditions is counterclockwise movement:

Wherever in Africa the counterclockwise dance ceremony was performed—it is called the ring shout in North America—the dancing and singing were directed to the ancestors and gods, the tempo of the circle quickening during the course of movement. The ring in which the Africans danced and sang is the key to understanding the means by which they achieved oneness in America (12).

The counterclockwise circulation rehearses the life cycle, with the sun rising in the east (birth) and setting in the west (death), only to rise again (gesturing toward the connected nature of all life).

Stuckey draws on Robert Farris Thompson to note that special emphasis on counterclockwise motion would happen in Bakongo rituals that superimposed a cross on the circular movement, where the horizontal line represented the division between the living (above) and the dead (below). Here is the dividing line of Sinners, then: an ancestral ceremony with a crossroads superimposed on it, a blues invocation where the audience is propelled counterclockwise through the circle of juke joint dancers, where the dead and not yet alive join in the festivities.

The theme of lineage and ancestry courses through Coogler’s work. On the personal level, this may play out as a boxer sparring with his late father’s legacy. On a larger scale, Coogler often traverses the land of the Great Migration and the sea of the Middle Passage, tying back together the threads left dangling by the terrorisms of the transatlantic slave trade and Jim Crow. For a people whose lineage was savagely untethered by their ancestors’ enslavers, the power of a blues epistemology comes from its ability to tap into traditions and rituals that couldn’t be fully severed, restoring the “oneness” of those engaged in the dance and fueling their ability to imagine and create a path to freedom.

There is the other part of the voiceover’s thesis statement, though. When you pierce the veil, evil seeks to charge through. As the “I Lied to You” sequence hits peak intensity, Coogler treats movie audiences to another visual effect that the blues performers cannot see but feel; the juke joint appears to spontaneously combust and its roof is on fire (the roof, the roof. . .). Coogler metaphorically lets the motherfucker burn, down to the concrete foundation supporting the people as they continue to dance. At the edge of the dusty parking lot, the movie’s villain—an Irish vampire named Remmick—watches lustily while flanked by his latest converts. He wants Sammie; particularly what Sammie knows how to do.

Because Remmick hive-minds with whomever he turns into a vampire, taking on their memories and abilities, if he can get at Sammie, he’ll be able to pierce the veil, too, and commune once again with his long lost ancestors. We could read Remmick’s drive as an allegory about cultural appropriation, a white man who wants to steal the blues, and certainly there’s an element of that at play. But the “Killmonger was right” corollary of Coogler films suggests that villains are often more complex than they may at first seem. In Sinners, there’s a mob of Klansmen that function as the more straightforward baddies, but Coogler isn’t interested in giving them much screen time. Yet he lingers with Remmick just as he did with Killmonger and Namor in his two Black Panther installments. In each of these cases, Coogler explores different experiences of what it’s like when the boot of Empire is on your neck. Remmick, coming from Britain’s first colony, speaks of his home being taken and of religion being forced on him. He seems to hold genuine disdain for the Klan and notes that he’s happy to turn them all to prey, not because he wants what they have but because they deserve a gruesome death. He plays and dances to the music of his ancestors with care and devotion. And he argues that what he has to offer—community with his coven, the power to overtake the plantation class, eternal life—is better than what Smoke, Stack, Sammie, and the rest of the juke joint patrons currently have.

SO! screen capture of Sinners showing Remmick, banjo-in-hand in front of vampires: Joan (left), Bert (right) [1:40]

No one living trusts Remmick—in fact, Annie (Mosaku), the heart, brain, and wisdom of the movie, specifically distrusts him even before he reveals his true vampiric nature. And Coogler doesn’t position Remmick to be perceived as “good” in any sense of the word, except at playing that banjo. But, like Killmonger and Namor, Remmick gets to be right about some things. It appears in flickers of concession on characters’ faces when Remmick tells them they live in a place where they’ll always have to fight to even try to be truly free. It appears again when the juke joint protectors melt a bit during Remmick & Co’s performance of “Pick Poor Robin Clean,” a glimmer of a thought of “wait, should we let them come inside and play this absolute bop??” (for detailed historical context for this song see Daphne Brooks’s “See My Face on the Other Side” [2017]). Coogler’s villains ultimately suffer defeat, but before they do, he makes sure audiences glimpse how they’ve suffered under Empire, offering an understanding of their destructive actions as born of unhealed generational trauma.

Piercing the veil is tricky work. Dangerous work. In The Long Emancipation (2021), Rinaldo Walcott notes that “much of what we have come to call Black culture is a mode of living life within, against, and beyond plantation logics” (20), not only a rejection of logics of oppression but also a practice of creating and nurturing something else. To set about finding knowledge and being, as Sylvia Wynter puts it, “completely outside our present conception of what it is to be human” is to set off into the not-fully-known, where one may encounter a variety of ideas and beings who won’t ultimately lead you to freedom but who may offer you something a little better than what you’ve got (Wynter, 2000 interview with David Scott, 136). Walcott calls this the difference between emancipation and actual freedom. While emancipation is often mistaken for freedom, Walcott argues that “postemancipation acts of Black life have been consistently interdicted, thereby preempting and often violently preventing Black life from authorizing its own desires for bodily autonomy” (105), preventing Black life from being free. 

In Sinners, Coogler shows us the way the blues could clear space for finding freedom, but none of the characters in the movie make it all the way there. It’s a movie situated in the long emancipation, where an imposed religion calls the blues the devil’s music, where plantation sharecropping and the Klan violently forestall Black freedom (but sometimes get what’s coming to them), and where various vampires carrying their own intergenerational trauma try to seduce Black people into accepting a different flavor of emancipation in place of the freedom the blues leads them toward. The map to freedom may not sound like the blues anymore, but Sinners reminds us the work isn’t done.

Featured images: Screen Capture by SO!: Sammie’s right hand clutching broken guitar neck, black cross in the background against white wall [2:10]

Justin Burton is a Professor of Music at Rider University, teaching primarily in the Music Production degree as well as in the Gender & Sexuality Studies program, and author of Posthuman Rap (Oxford, 2017) and co-editor of the Oxford Handbook of Hip Hop Music (Oxford, 2018).

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