spotify blend

Spotify is clearly pleased with the impact made by its ‘Blend’ feature, which let people create automated playlists based on their tastes and those of a friend or family member. This week it has expanded the feature for groups of up to 10 people, opening it up to families, workplace teams and more.

As an example, the Music Ally team Blend playlist is here, with apologies for the sweary track about the UK’s Prime Minister which someone in the team had on repeat-play when it was in the running for the UK’s Christmas Number One in December…

However, Spotify is also expanding Blend in another way by enlisting 20 artists – BTS, Charli XCX, Megan Thee Stallion, Diplo, Kacey Musgraves and more – as options for fans to create a Blend playlist with. In that case, Spotify’s algorithms whip up a shared playlist based on the listener’s and the artist’s tastes, with ‘share cards’ to show them off on social media.

EarPods and phone

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Music Ally's Head of Insight

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