Spotify is currently testing a new feature that will promote user-generated playlists to the homepage of the world’s most popular streaming app.
Playlists make the world go around. What was once thought to be merely another evolution in a long line of mixtapes and mix CDs, playlists are a form of communication unto themselves. The right songs can tell stories that break your heart, lift your spirits, and make you believe in yourself. More importantly, at least from a business standpoint, playlists drive discovery in a manner no other format has since radio. That’s big business, and Spotify may soon want to share your playlist with others.
Beginning in April, Spotify started a pilot program where it promotes user-generated playlists on the homepage. If you are included in the program, your playlist will appear with those of other selected users in the Featured Curator carousel.
As Spotify notes, the Featured Curators section doesn’t include playlists from just any users; the platform selects curators based on their followings and playlist popularity and whether they tell “unique stories through playlists” or create “authentic connections” with listeners.
How to Become a Featured Curator
At the moment, Spotify is doing outreach to playlist curators individually to be added to the Featured Curators program. In other words, they’ll call you.
You will now see Featured Curators playlists in the Spotify iPhone or Android app next to Spotify Editorial Playlists in certain markets.
As with anything, Featured Curators is a new feature that will likely undergo many changes before it reaches the general public, if it even gets to that point.
What this means for the future of discovery
Empowering fans has been at the heart of countless digital campaigns over the last two decades. What separates Featured Creators from previous mistakes is that Spotify knows their idea will work. They have the data to understand which users are creating playlists that generate genuine engagement and—hopefully—lead listeners to become lifelong fans.
What this means for users
The power is back in your hands! As long as you can organically build an influential playlist, there is a chance Spotify will promote your curations to the masses. What remains to be seen is whether or not creators will be compensated for their work. After all, what is the value of your influence if Spotify deems it worthy of the front page?
