During the Spotify Stream & Great, the main exponents of the famous music platform talked about the Solo Tu function and how the customization on Spotify through playlist. They attended the event Ziad Sultan, Senior Director, Product Management for Personalization Products; Ester Gazzano, Head of Consumer Marketing Southern & Eastern Europe e Melanie Parejo, Head of Music for Southern Europe.
Spotify customization: unique and targeted playlists
Ester Gazzano, Head of Consumer Marketing Southern & Eastern Europe, spoke specifically about Spotify's latest campaign: Only you. Gazzano wanted to emphasize that to the world there is no single way to listen to audio content.
The Solo Tu campaign is based on the concept of uniqueness of listening and allows users to to know more deeply the way they listen to audio content. At the same time, however, he wants to offer them the opportunity to discover personalized musical combinations, able to satisfy their personal tastes.
Gazzano also anticipated the arrival of the campaign Wrapped, which will allow users to discover their own soundtrack of 2021. Before passing the word to his colleague, however, Gazzano also wanted to underline an important aspect of the platform: the uniqueness.
The Spotify team, thanks to the personalized experience they are able to offer to users, knows that there is no one-size-fits-all way to listen to Spotify audio content. Through i content and data-driven listening experiences want and are able to celebrate the unique way users listen to audio content.
Personalization, the main element of the platform
Zlad Sultan, Senior Director of the application, spoke instead of personalization, another of the main elements that differentiate Spotify from other music platforms. Since its inception in 2008, Spotify's mission and commitment is to be the The world's number one audio platform for creators and users.
To date there are more than 356 million different profiles on Spotify, one for each listener. Moreover, thanks to the help of machine learning, the platform helps to navigate the vast landscape beyond 70 millions of songs and more than 2,6 million podcasts.
Sultan pointed out that to music lovers enjoy receiving listening suggestions. For this reason they consider the playlist a great way to browse the platform's vast catalog of content. Spotify is indeed able to propose suggestions adapted to specific musical preferences of each user thanks to large amount of data available.
The platform is also able to do this thanks to user created playlists. When a user makes a playlist, he is also creating it for other users and for them to discover new tracks that could suit their personal tastes.
Thanks to this possibility, today the platform can boast the beauty of over 4 billion playlists in the global music catalog. This means that they are able to please fans of any musical genre.
Discover Weekly by Spotify: new playlists for everyone, every week
With the acquisition of Echo Nest and Spotify's investments to increase the potential of machine learning, the platform has launched its first playlist - Discover Weekly. Sultan told us about the weekly playlist that, every Monday, allows 356 million Spotify users to listen thirty songs never heard before.
The platform specifically creates a new playlist for each user every week. How exactly does he do it? Sultan also told us about this.
Discover Weekly track playlists created by other users that contain tracks from artists you like, then watch quickly all the songs that your "kindred spirits" - people who have similar musical tastes to yours - have added to their playlists but that you have never listened to.
Finally, check these affinities, use your profile for filter the results e propose to explore new music which you will most likely like. Technology is therefore a key element in creating one playlist tailored to each user. It guarantees indeed much more precise results compared to a "manual" filtering, which in any case would be unthinkable to apply on a large scale.
The future of Spotify
Certainly Spotify he is not going to stop. The platform will continue to develop machine learning and algorithms to improve the service to users. The unique advantage of the platform is the huge amount of data who has available to suggest audio content.
The importance of combine machine learning with human experience is the real key to making suggestions are contextualized on the user's profile. Suggesting creators on the platform to new users is just one of the challenges.
The other big challenge is the opposite, namely recommend new creators to users already registered on the platform. The machine learning system waits for something to become popular before suggesting it. Its purpose indeed it is not to create trends but to follow them.
Later Melanie Parejo told us about the main mission of the platform. The global music industry is large, and Spotify hosts millions of creative artists on its platform, all of whom have different needs and expectations. Making them all happy is difficult but their priority is to to be able to give all artists and creators the opportunity to make a living from their art.
The playlists and the three key elements for a unique customization
Also we have been explained, in a little more detail, how playlists are created. In particular, they revealed us the 3 key elements that the platform takes into consideration.
- Every good song should have a playlist to start with and should have a steady path to the top of the pyramid. The best editors in the world, who listen to thousands of songs a week, work hard to make perfect playlists.
- I editorial teams, moreover, they are composed of music specialists from all over the world. There are global curation groups where anyone who listens to pop music, for example, will share what's happening in different countries.
- When the platform started creating playlists, it did it with one 100% human curation. Today the human side is supported by algorithms e machine learning. This process is called "Algotorial".
Ultimately, Spotify wants to allow users to connect with their favorite artists. At the same time he wants help them, according to their preferences, to discover new ones. For years the platform has differentiated itself from the competition thanks to these elements: it always manages to offer its users what they need. It is now one of the most used in the world and represents the concept of uniqueness.
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