Spotify Trials ‘Prompted Playlist’ Feature in New Zealand

Spotify is heralding the release of the Prompted Playlist feature, stating that it “puts control of the algorithm and the broader Spotify experience directly in [the listener’s] hands.”

How it works:

• As per Spotify’s press release, Prompted Playlist uses speech recognition technology to let listeners describe (in English) exactly what they want to hear, and set the rules for their personalized playlist.

• For the first time ever, the feature taps into a listener’s entire Spotify history, reflecting the full arc of their taste.

• As examples, a listener could ask for “music from my top artists from the last five years,” or “high-energy pop and hip-hop for a 30-minute 5K run that keeps a steady pace before easing into relaxing songs for a cool-down.”

• Results can be finetuned by editing the prompt, and the playlists can be set to refresh daily or weekly.

• For each song, Spotify will include descriptions and context that reveal the story behind the recommendation “so the playlist feels alive and crafted specifically for your prompt and taste.”

Rollout:

• The feature is available in beta to Premium listeners in New Zealand from today.

Bigger picture:

• Gustav Söderström, Spotify’s Co-President, CPO, and CTO, says this feature “is part of a broader shift in how we think about personalization and what we think consumers will expect from their services in the future.”

• He adds that this is “just the beginning of a new phase where listeners take the lead and make even more of every minute.”