A new album just came out and you want to listen to it and talk about it on social media with your friends. You go to Spotify and it's nowhere to be found. At least, not until nearly noon on the day of release. Not cool.
On the Internet, everything is about being first, so Spotify needs to have all of the week's new albums ready to go at midnight every Tuesday. They did a great job of that with Kendrick Lamar's good kid, m.A.A.d city, so we know they can do it. They just need to do it every time.