Marketing

Sony Music’s 4th Floor Creative debuts Mood Playlist creator


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Spotify is a dab hand at curating playlists for a wide range of moods and contexts, but labels are keen to get into that game too. Witness the latest project from the 4th Floor Creative team within Sony Music UK, which has launched a site for music fans called ‘Mood Playlist‘.

The pitch: “Instantly make a Spotify playlist to suit your mood and taste”. People start by dragging a ‘play’ icon between moods like upbeat, energetic, mellow and downbeat, then connect their Spotify account to provide data on their tastes. After choosing five artists that match their current mood (Jane Weaver, Elle Musa, The Avalanches, Widowspeak and Julia Jacklin if you want an insight into an industry bulletin writer’s state of mind) the site’s algorithm whips up a playlist – this one, in our case.

“Our ambition when creating Mood Playlist was to better understand the correlations between mood, taste and appropriate music,” says lead web developer Lewis Donovan.

Stuart Dredge

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