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Spotify announced this morning that it is significantly expanding its selection of custom playlists with the addition of three new playlist categories under the heading “Spotify Mix”. This collection will feature artist mixes, genre mixes, and decade-old mixes – meaning you’ll have access to a massive number of new mixes with easy-to-understand titles like 2010s Mix, R&B Mix, Pop Mix , Drake Mix, Selena Gomez Mix and so on – or whatever reflects your own tastes and interests.
The company claims that the idea for Spotify mixes was inspired by its Daily Mixes, which launched in fall 2016.
The Daily Mixes had been one of the company’s first big extensions to personalization beyond its flagship playlist, Discover Weekly, as they introduced a large set of playlists that reflected the listening history of users. Today’s daily mixes combine your recent plays with other tracks to keep you engaged – and the new Spotify mixes basically do the same, because they’re filled with the music you love and “fresh tracks”. The difference is that the new blends have clearer names and a more specific purpose in some cases.
Spotify mixes will be available to all users around the world, including free users and premium subscribers. At launch, you can find them in the search in the “Made for You” hub.
You’ll spot them easily, too, as Spotify has already populated its app with a selection of mixes in the first three rows of the “Made for You” hub. Here you’ll find “Your Genre Mixes”, “Your Artist Mixes” and “Your Mixes of the Decade” – each with a side-scrolling mix selection to get you started. Spotify says that each mix category will be updated frequently and will always have multiple playlists available.
The new feature competes somewhat with a similar offering on Pandora, which launched three years ago. The music app owned by SiriusXM had used its Music Genome technology to create personalized playlists across a number of attributes, also including genre and mood. While not necessarily an apples-to-apples comparison, the launch of Pandora instantly expanded its users’ access to dozens of personalized playlists. It’s actually a little surprising that it took Spotify so long to deliver a competitive response.
The launch comes shortly after new celebrity-inspired playlists were added to Spotify’s “Workout Hub” earlier this week.
Spotify reports that the new playlists are rolling out to users around the world today.
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