By launching this new campaign, the service will have the ability to display data that is not included in the Wrapped year-in-review.
A new campaign has been launched by Spotify with the intention of making the audio streaming experience that users have on the site with the platform even more individualized. Through the “My Spotify” project, users will be presented with personalized messages within the app as well as banners on their home page that feature information on their listening patterns. These messages will also include links to mixes that they are likely to appreciate based on their listening habits. In one of the cases shown above, for instance, Spotify sent a user with a banner that connects to a Doja Cat mix. This was done since the user had listened to the rapper’s tracks 58 times over the course of the previous month.
In another example, the service sent a banner to the user that linked to a DJ mix of Go Gina. This served to illustrate how the messaging may be customized to meet the needs of each individual listener specifically. Users can find personalized playlists, podcasts, features, and suggestions based on their behavior on the Spotify app by clicking on the “Made For You” hub, which can be linked to by a banner or message that is displayed on the My Spotify page.
Through the usage of My Spotify, the service is able to provide users with information regarding their listening patterns throughout the year, in addition to Wrapped. It is only around the holiday season that the company’s year-in-review feature is made available to the public, and when it does, it completely dominates social media. There is a lack of clarity on whether or not users will also have the ability to share their My Spotify messages and banners on social communities. Spotify did not specify if it will be made available to all users of the app in the future; rather, the company merely stated that the feature “will appear first” in the United States of America, Canada, the United Kingdom, Ireland, Australia, and New Zealand over the course of the next several weeks.