Spotify pays artists as much as piracy does, in many cases, while be socially acceptable and normalized.

For example, I got a book at Barnes and Noble the other day, and when I responded to the cashier's pitch for a Barnes and Noble card with something like "No thanks, I get most of my books through torrents", they looked at me like I was trying to talk about the taste of baby meat. Your average content consumer pays for media, and there is no definitive evidence pirates would pay for music and media if free downloads were not available. Spotify, on the other hand, is targeted at those people who would normally buy music, and offering a cheaper alternative that also pays the artist substantially less (almost nothing, in some cases).