Tastemakers sits alongside other social features Spotify has already turned on as part of its “music graph”-style social music strategy - first announced at the end of 2012 with the idea to mimic online some of the patterns of how we discover music in the offline world. Other music streaming platforms like Soundcloud, meanwhile, are also ramping up how they are commercialising their platforms with advertising. It doesn’t look, for now, like Tastemakers will have a commercial element - although it seems that Spotify has considered how it can help brands become more like tastemakers on the platform, so that may be something to watch for. (You have to look in the app, and it’s not particular to your own music selections.)
Spotify chooses the Tastemakers - you don’t nominate them (or yourself) - and users “will be informed” when they make the list, the source adds.Īt the same time, Spotify today *is* revealing something more official that also points to more ways of socialising its service - a little app called Serendipity, created by its artist in residence, Kyle McDonald, which shows when two users happen to be listening to a particular song at the same time. It is “part of a program to surface user playlists that hit certain engagement criteria,” which suggests also that Spotify may be experimenting with engagement and usage algorithms and looking to add more tweaks in the future. The feature has not been officially announced, but is starting to roll out slowly, both in Spotify apps and also on its web player. “We don’t have any more information to share right now – but as soon as we do, we’ll let you know!”Ī source told us a bit more. “In order to keep improving Spotify, we are always testing new things to our different platforms and to various user groups,” a spokesperson said. A tab has appeared called “Tastemakers” - a list of people whose names may not at all be familiar to you, but who have achieved some kind of popularity already on Spotify for their music playlists.Īsked about the new tab, Spotify described the feature to us as a test. Spotify, now with 40 million users, looks like it’s adding another new feature that it hopes will help get the long tail of those registered music listeners more active on its platform.
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