Spotify testing influencer playlists as new avenue for music discovery

The service brings the playlists to the app’s homepage, allowing listeners to discover music. The curators will include music lovers with established followings and popular playlists, and users who are telling unique stories through playlists and creating authentic connections with other users, the company said.

“Our goal is always to make Spotify the number one destination for the best listening experience, and with this pilot we’re giving listeners a new way to discover music from fellow fans who are as engaged as they are. We’re always testing unique and different listening experiences and programmes for our fans, and we’re excited to watch this one unfold,” Spotify said.

Spotify says it is taking playlist curation and music discovery to the next level, following the success of its flagship playlists such as Discover Weekly and RapCaviar.

Featured Curators will only be available in a number of markets for the time being, and users will see a new playlist appear on their homepages throughout the testing phase.

The move to feature playlists curated by users is a slight departure from Spotify’s use of algorithms to recommend new music to users. Algorithms have been criticised by some listeners who believe that many suggestions are not in line with their musical tastes. Many have also questioned Spotify’s inclusion of unrelated artists and genres in playlists like Discover Weekly and Release Radar, saying that paid-for content is being forced upon them. 

The tool follows Spotify’s unveiling of Blends last week. The new feature allows a user and 10 other friends to create a unique collaborative playlist. After each member joins, Spotify will cobble together the members’ preferences and automatically generate a playlist. Each member will receive a custom share card that can be used on social media. Users can also see which songs were added for each friend.