Do you want to rock together when you are separated? Spotify has created a prototype of an unprecedented feature called "social listening" that allows several people to add songs to a queue where they can list all of them. Simply scan Spotify's social listening code to a friend's QR-style, and then anyone can add songs to the playlist in real time. Spotify could potentially expand the function to synchronize playback, so that you actually hear the same notes at the same time, but for now it's just a shared queue.
Social Listening could give Spotify a new viral growth channel, since users could urge friends to download the application to synchronize. The intimate experience of joint listening can lead to longer sessions with Spotify, which increases the reproduction of ads or the retention of subscriptions. In addition, Spotify could differentiate Apple Music, YouTube Music, Tidal and other competing broadcast services.
A Spotify spokesperson tells TechCrunch that "We are always testing new products and experiences," says that Spotify already offers collaborative playlists that friends can add, but Social Listening is designed to share in real time. The company refused to provide more details about the prototype or when it could be launched.
The feature reminds Turntable.fm, a beginning of 2011 that allows people to DJ in virtual rooms on their desk, to which other people could join where they could chat, vote for the next song and watch everyone's avatars dance. But the company struggled to properly monetize through subscriptions without advertising and closed in 2014. Facebook briefly offered its own version called "Listen With …" in 2012 that allowed Spotify or Rdio users to synchronize music playback.
Spotify Social Listening was first discovered by a reverse engineering witch and frequent TechCrunch typographer Jane manchun wong. He discovered the code for the hidden function in the Spotify Android application, but now it's only available to Spotify employees. Social listening appears in the menu of connected devices that you can open while playing a song near Wi-Fi and Bluetooth devices nearby. "Connect with friends: your friends can add clues by scanning this code, you can also scan a friend's code," the function explains.
Social listening such as "listening to music together 1. On your phone, play a song and select (Connected devices) You will see a code at the bottom of the screen 2. On your friend's phone, select the same icon (Devices connected), touch SCAN CODE and point the camera at your code 3. You can now control the music together. "Then, you will see friends who are part of your Social Listening session in the Connected Devices menu. share with them their social listening session that begins with the URL prefix https://open.spotify.com/socialsession/ Please note that Spotify never explicitly says that the playback will be synchronized.
With broadcasts that have the same music catalog and premium prices of $ 9.99 a month, they have to compete in the discovery and user experience. Spotify has long been at the forefront here with its algorithmically personalized Discover Weekly playlists that Apple and SoundCloud quickly copied.
Interestingly, Spotify has eliminated some of its own social functions over the years, eliminating the inbox of the application within the application and, instead, forcing users to share songs in third-party messaging applications. The emphasis on discovery through friends is the focus of Spotify's own playlists. That gives leverage over record labels during their price negotiations, since it has what influences on which songs will become hits, so if the labels do not play, their artists could be promoted through playlists.
That's why it's good to see Spotify remembering that music is an inherent social experience. Music touches us physically through its vibrations, and when people list the same songs and move them literally at the same time, it creates a sense of togetherness that we are often deprived of on the Internet.