Marketing

Spotify’s new site creates personalised workout playlists


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Spotify’s latest campaign to create personalised playlists for listeners is called Soundtrack Your Workout, aimed at people who are exercising.

On the new website, they choose a workout length (from 15 minutes to two hours); choose to include only music, only podcasts, or a mix of the two; explain what exercise they’re doing (yoga, running, biking, cardio, dance, weightlifting, walking/meditation or barre/pilates); and say if they’re exercising alone or with others (partners, friends, kids, erm, pets).

They then choose a vibe (totally zen, ready to dance, pumped up etc) and one or two genres (rock, hip-hop, country, pop, indie, K-Pop, Latin or metal) and get a playlist tailored for their workout. It’s a fun idea, and well-timed for people trying to keep fit during the Covid-19 lockdown.

There are some strange quirks though: dance/electronic music missing from the genre options for starters. Meanwhile, can you spot the puzzlingly odd-tracks-out on this rock and metal playlist we got the algorithm to whip up for us this morning?

Eamonn Forde

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