Spotify is about to make you happy. And that’s because it’s all about you.
The streaming giant, which first launched in 2006, is now bringing out its latest feature update, a unique series of categories that will create personalized playlists that no one else will have – only you. Only You is the title of the new feature, which will allow Spotify’s 365 million global listeners to enhance their listening preferences in a very unique way.
The journey towards this personal curation of music begins with Spotify’s new ‘Audio Birth Chart’, made up of three cosmic signs – Sun, Moon and Rising. The Sun sign is the artist a listener has played the most over the last six months. The Moon sign is the artist that best represents the listener’s emotional side. The Rising sign is an artist which has recently been discovered by the listener.
To widen the experience and help listeners not only learn about their own music habits, but also present them with new choices, listeners are also asked to pick three artists they would like to invite to the ultimate dinner party. After they’ve made their selections, the app then creates a personalized playlist for each artist to set the mood for that dinner party.
There are several other features to the app. Your Time of Day tells the listener what music and podcasts they have listened to when they get up in the morning, and when they go to bed. Your Artist Pairs demonstrates to the listener which songs they have typically played back to back. Blend, which remains in development, will give listeners the chance to combine their musical preferences with a friend so that they can enjoy each other’s choices.
“The algorithm is a powerful tool in personalization,” explains Alicia Sburgnera, head of music culture and editorial for Spotify AUNZ. “These playlists begin with human curation and are then individualized algorithmically so that no two playlists are the same.”
Spotify gained popularity for its introduction of its Wrapped feature, starting in 2015, when it began giving its listeners an annual wrap up of the most played artists and tracks for the year. That feature has not gone away. The 2021 version of Wrapped is still to come later this year. Only You is an extension of that idea, but made more personal, and the company hopes this new feature will attract more Spotify users in the same way.