This article is saying that a bunch of nobodies found an audience via collaborative filtering on Spotify. “Organically.” But then, to save money, and because these nobodies have no power, Spotify authored similar music. On its route to organic charts, real musicians who were nonetheless nobodies were displaced by these fake ones.
Spotify put its thumb on the scales by changing the contents of named playlists, which are more like radio stations. They are Spotify creations and curations, and they are choosing to curate more explicitly.
The alternative is that the New Yorker authors a playlist of its daily new tracks you should listen to. 100% of those tracks that belong to nobodies / bonafide new artists, those artists would have to know someone at the New Yorker to appear on such a playlist. In radio, this took the form of pay to play.