Spotify launches ‘Only You’, a new data-driven personalised experience
Spotify has launched ‘Only You’, a new in-app personalised experience, which celebrates “the uniqueness of how millions of users listen”.
Only You is furthering data-led personalisation to help each user discover a range of features in order to enhance several new app features.
The launch is supported by a series of hero films, highlighting the many unique habits and expressions of fandom from Spotify users.
The films include super-fans of SZA, Lil Nas X, Harry. Styles and a Tame Impala local TVC, “as an ode to the millions of fans who use our platform every day to connect with the music they love”.
As part of the ‘Only You’ campaign, Spotify will also be releasing a new feature, Blend, which is currently in the beta stage. Blend will allow “two friends to merge their musical tastes into one curated playlist made just for them”. The feature is available globally and you can find the Blend beta experience in the ‘Made for Two’ shelf within the Only You hub.
According to a release from Spotify, new features will also allow users to discover and explore:
– Audio Birth Chart
– Sun: the top artist they’ve listened to over the last six months
– Moon: an artist they listen to that best shows their emotional or vulnerable side
– Rising: an artist they’ve recently connected with
– Dream Dinner Party: The three artists they’d invite to the dinner party of their dreams. Once selected, Spotify will create a personalised Spotify Mix for each artist to set the mood.
– Artist Pairs: The unique audio pairings that they’ve listened to recently, showing their range of listening interests.
– Song Year: How they’ve musically traveled through different time periods.
– Time of Day: The music and podcast content they listen to either early in the morning or late at night.
– Genres/Topics: How music and podcast genres set them apart based on they’re listening habits.
In April, Spotify launched Spotify Podcast Ads in Australia, powered by Streaming Ad Insertion technology, in order to capitalise on the growth of podcast listening trends.
Mumbrella contacted Spotify regarding campaign credits, and access to the local coverage, however had not had a response at the time of publishing.
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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