Spotify l Product Innovation

Use technology to bring listeners closer to creators and communities they love

Preview:

Spotify has revolutionized the way we listen to music through technology, with an algorithm specialized just for you. However, for the same reason, this algorithm can sometimes keep you stuck in your own bubble. How can Spotify break this cycle? We found the most simple and effective way in our consumer insights.

Role :

Ideation

Research

Copywriting

THE BRIEF

Ask:

How can Spotify spread positivity by using technology to bring listeners closer to the creators and communities they love?

78% of Gen Zs in the US agree that Spotify brings people deeper into culture. In an increasingly more chaotic and divided world, immersion via music deepen fans cultural experiences and connects them with creators.

Problem:

The current algorithm can hinder you from digging deeper.

The current algorithm is the sum of what you liked and listened to and will always suggest music based on your data, which can make you stuck in your own bubble.

Insight:

Fans are always inspired by their artists and follow their lifestyles.

I get music recommendations from RM’s instagram stories. There’s twitter thread just for that subject.

- Hyunseo (25), BTS fan of 2 years

In a world of influencers, artists stand out more these days because fans have seen them grow up. Like with us. So we have more trust in their taste and lifestyle.

- Juny (24), EXO fan of 10 years

For fans, following our favorite artists isn't just a hobby—it's the way we live.

- Doha (22), Billie Eilish fan of 1 year

THE SOLUTION

Let’s change the way algorithms work so fans can ‘experience’ their favorite artist

THE CREATIVE

Algorithm Swap

A new Spotify feature that makes it possible to change algorithm as your favorite artist.

The algorithm truly represents their point of view on music and the way we live life. For fans to be truly inspired, there’s no better way than taking someone’s complete algorithm.