Spotify Tests Influencer-Curated Playlists
Spotify is testing a new way for listeners to discover music through playlists curated by select users and influencers.
The Featured Curators pilot promotes hand-picked collections by music lovers with established followings, as well as those folks "telling unique stories through playlists," the company said.
"Spotify transformed music discovery through flagship playlists like RapCaviar and personalized playlists like [weekly customized recommendations via] Discover Weekly," according to a blog announcement. "Now, we're experimenting with taking playlist creation and discovery even further."
Details are scant; users in "select markets" can soon look for Featured Curator playlist recommendations on the Spotify app and website. Spotify did not reveal where or when the function will be available, or which influencers are involved.
Spotify has a soft spot for playlists, which alongside podcasts, have become a main feature on the platform. In September, it launched two new mechanics for combining songs and enhancing setlists: Blend rolled out globally, inviting two users (with a Spotify Free or Premium plan) to merge their tastes into one curated collection—complete with custom cover art that easily identifies each person's song choices and test-match scores to compare listening preferences. The new Enhance function, meanwhile, lets Premium users weave personalized recommendations into existing playlists.
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