One Direction are the latest artist to take over one of streaming music service Spotify’s popular playlists, with a two-day long promotion that kicks off today. The boy-band will be put in charge of Spotify’s Teen Party playlist, with fans being promised “the boys’ own personal song choices, exclusive shoutouts and some big surprises”.
They’re also being invited to make their own suggestions for songs to be added to the playlist during the 48-hour takeover. This being One Direction, that process is happening on Twitter, with fans tweeting their requests and the hashtag #1D2D. The wider trend here is playlists as music marketing tools. Teen Party is already one of the most popular playlists on Spotify, with more than 970,000 followers at the time of writing – and likely quite a few more by this weekend. One Direction are just the latest artist to take over a Spotify playlist, following in the footsteps of Pitbull, Tiesto, and Ariana Grande – she also took over the Teen Party playlist for a weekend in September 2014.