Don’t know the name of the song you want to hear? Amazon’s new Song ID feature has the answer.
The smart speaker revolution is upon us. Last month, a new study from Adobe Analytics found that more than 1/3 of American consumers, 36% to be exact, own one or more smart speakers. That figure is expected to grow substantially in the coming months, and even further in the years that follow.
The upside to the popularity of smart speakers is that it leads consumers to listen to more music more often. A study by AudienceNet at the end of 2018 found that homes with smart speakers listen to 50% more music than homes without and that those same homes are 49% more likely to listen to music for more extended periods. They also listen to more playlists.
But there’s a problem: Many consumers don’t know the title of the songs they hear on the radio, and even more don’t know the artists who sing them.
When someone wants to hear a song on their smart speaker, they must ask for it. For Amazon devices, users often say, “Alexa, please play __________.” The device then searches for that song or artist and plays the track it believes the user wants to hear. It’s a great system that is far quicker than pulling a record from a shelf and placing it on a turntable or popping a CD into a boombox, but it only works if the consumer knows exactly what they want to hear.
Let’s say someone wanted to hear “Let It Go,” the popular song from the Disney film Frozen, but they couldn’t remember the name of the movie. That person could ask Alexa to play “Let It Go,” but there are at least 42 songs on Amazon Music and Spotify with that title. Which one would it choose? If it chose another version than the desired one, what could the consumer do?
To aide in educating consumers about the music they love, Amazon has introduced ‘Song ID.’ When enabled, Alexa will announce the title and the artist name before playing each song while you’re listening to a radio station, playlist or new release on Amazon Music over your smart speaker.
The optional feature for Echo devices can be enabled or disabled by voice at any time by asking Alexa to “turn on Song ID” or “turn off Song ID.”
In addition to making consumers aware of what they’re listening to, Amazon also hopes ‘Song ID’ makes users more comfortable talking to Alexa. The software does not have much a personality itself, but users who trust the device are more likely to use it for other things, such as ordering products from the Amazon store.
The new feature is live today across Amazon Music in the U.S. and works on Echo devices, says Amazon.
