Hi there -
Phrase of the day today is most definitely "TikTok-style feed", with not one but three different platforms all unveiling interface overhauls that contain those three words.
The most notable one, unsurprisingly, is Spotify. A new home page makeover was anticipated, with a TikTok-style feature within that. What has surprised, well me certainly, is that this TikTok-inspired feature IS the homepage, lock stock and barrel - a move I'd imagine will certainly prove divisive.
With SoundCloud also testing a similar feature, one might argue that what is really being tested here is that entire user interface logic, and I for one am fascinated to see how it pans out.
For discovery of new music, I think most would agree it is an improvement, given it throws you straight into the tracks, allowing an instant preview.
There are surely drawbacks, however.
In all cases, one might argue that the heavy focus on new music is perhaps a little overbearing for some. For me, the focus isn't really new music when using Spotify; finding the music I've already saved and playing that it is my #1 intent. In that, I suspect I won't be alone.
That opens up a conversation though as to how Spotify could potentially provide different home page experiences. Deep listeners could get a concise summary of playlists or albums to dive into. Podcast fans could have that front and centre. New music lovers might get the TikTok-style interface. You get the picture.
Another concern I have as a marketing man is the degree to which Spotify is creating Yet Another Asset To Manage - specifically, canvas videos. Generally these have been made for priority tracks, and in some cases entire albums, but I wouldn't describe them essential.
Now though, with video clearly becoming part of the eye candy to catch listeners with, one can see how more emphasis will be put on these assets, further adding to the ever-increasing list of required content to create.
At a time where artists complain of burnout, one cannot help but wonder if this would be a welcome development.
On the whole though, I think it will be interesting to see responses to this. It could be a huge success - or it could backfire spectacularly. That may be why SoundCloud is preferring to test this, where Spotify appears to be rolling this out as a done deal.
Have a great evening,
D.
🎶
written whilst taking in this formidable live set from Martin Stürtzer, in which he spins up an hour of wonderfully deep, dubby techno armed only with a couple of synths and a drum machine. Perfect work music - enjoy!
