Spotify Wants You To Feel Less Alone

Spotify wants to help their listeners feel less alone by launching new site to show you who’s listening to what you are. Apparently, every second, more than 30,000 people across the world are pressing play on the same song.

The platform is launching a new site called “Listening Together” that shows where these simultaneous listeners are in real-time.

“By sharing how we are listening and making it easy for others to see the songs others are streaming at the same time,” says Alexandra Tanguay, VP of global brand at Spotify, “we’ll not only surface the content recommendations we are all looking for [but] we’ll also establish a sense of connection and the togetherness that we all need right now.”

The concept started as an experiment in 2014 when a media artist Kyle McDonald wanted to explore how to connect two listeners playing the same song.

On the Listening Together site, there is a map of the world that users can navigate by clicking and moving various points on the globe. As you move the map, locations with specific songs will pop up, then show exactly where and how far away from you that exact song is also being clicked.

“Nothing that we know is quite the same,” says Tanguay. “As a brand, we knew it would be tone-deaf to push forward without acknowledging this moment of crisis, recognizing how our listeners, creators, and the world are feeling, while bringing to the forefront what we can offer: content that can be either a welcomed distraction, a moment of self-care, or a valuable source of information.”

Why It’s Hot:

This program is interesting because Spotify is creating brand awareness while also acknowledging what’s going on, without being the typical “we’re here for you” messaging. It’s a really cool example of how they are using their data to bring people together.

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