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Spotify Uncovers ‘My Spotify’ Feature, Showing Individuals’ Unique Listening Habits

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My Spotify Feature - iMusician

Spotify is betting on the power of personalization in its newest campaign. After months of storm clouds gathering over the streaming giant — primarily due to its continuous subscription price increases — Spotify is trying to distract users with its new ‘My Spotify’ personalization feature.

Over the next several weeks, users in the USA, the UK, Ireland, Canada, New Zealand, and Australia can excitedly await personalized messages in their Spotify app, highlighting their unique listening habits and trends. Moreover, users will be able to discover and explore personalized features in DJ, Blend, and Daily Mix Playlists, as well as Spotify Daylists (in addition to the already existing ‘Made For You’ hub).

To promote the personalization tool, Spotify’s campaign will feature ‘credible voices in culture’ who will share their special connection with the platform. Notable cultural personalities will include actor Ewen Bremner, artist and designer Carly Mark, power publicist Gia Kuan, and FC Barcelona players Lucy Bronze, Salma Paralluelo, and Alejandro Balde.

“Spotify’s world-class personalization is at the heart of this campaign, celebrating the unique relationship between each listener and their Spotify,” explains Marc Hazan, the VP of Marketing and Partnerships at Spotify. The service’s personalization is reportedly what drives users to engage with the platform the most, which is why it focuses on highlighting each user’s individual listening data.

However, the move also seems to be a strategic response to competition. Earlier this year, Apple Music revamped Apple Music Replay, providing listeners with monthly insights into their listening habits. This is a fresh, timely take on Spotify’s famous Wrapped — and can actually provide more valuable information, as listening habits can well evolve over the course of the year.

Spotify seems to be taking a similar approach, individually showcasing what artists and tracks people listen to the most and making suggestions to maintain the trend. The question now is: who will execute it better?

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