Spotify’s live audio app is no longer active, however the firm has been utilizing the tech to attach followers and artists higher with the “Listening Party” characteristic. The characteristic lets high-engaging followers be a part of occasions like releasing of an album by an artist with alternatives to ask them questions.
The corporate confirmed to TechCrunch that it has been testing this characteristic within the U.S. and Indonesia since December 2023 with plans to increase to extra markets.
“It’s still in its early stages but we’ve had a few artists test over the last few months including Zara Larsson and Bleachers,” A Spotify spokesperson mentioned.
Picture Credit: Threads/Chris
A Listening Celebration is listed under the events section of an artist’s profile. Spotify mentioned that whereas sometimes prime followers of a band obtain a selected invitation, any Spotify Premium consumer can be a part of the Listening Celebration via the itemizing. The corporate didn’t specify what sort of consumer counts as a prime fan moreover people who’ve “demonstrated an affinity for the artist over time.”
Since Spotify is utilizing real-time audio tech, followers can request to go “on stage” throughout a session to work together with the artist. Plus, every listening occasion has a reside chat room throughout the occasion.
The corporate mentioned the characteristic permits followers to buy the most recent merch from artists whereas streaming music alongside different followers. Final 12 months, the corporate launched an in-app Merch Hub, to present followers personalised suggestions to purchase stuff from totally different artists.
Notably, Spotify has had a Group Session feature to listen to songs with your friends. Now it’s attempting to carry components of group listening and reside audio interactions along with the Listening Celebration characteristic.
Over the previous few years, the corporate has additionally tried to develop direct engagement between followers and artists via merchandise sales, events, and ticketing.
