Spotify is testing a new feature that is sure to have some critics. The streaming giant is introducing a feature where artists and their teams will be able to do a “sponsored” new music pop-up for fans interested in their music.
Spotify has been showing its mobile app users full-screen recommendations of new albums from the artists that they like in the form of a full-screen “Brand new music for you!” pop-ups with a “Go to Album” button on bottom of it. Till now, this was totally the editorial team’s domain but now, artist/labels/their teams will be able to pay for the feature on a cost-to-click basis, the company announced.
“These recommendations will continue to be powered by your music taste, so you will only hear from artists that you frequently listen to or follow,” the press release says. Interestingly, premium users will be able to opt out of the feature. “We hope you enjoy these recommendations — but if you’re not into them, Premium subscribers can turn them off,” they say.
For now, this feature will be limited to new albums only and will be treated as an ad. The pop-up includes a “Sponsored recommendation” disclosure, with a link included for people to tap on to get more information.
“It’s really exciting to see Spotify is creating tools that are designed from the ground up with music marketing in mind, and giving indies more power to reach their fans with new music,” said Jordyn Reese, its product manager for US Latin & Urban. “This will absolutely be one of the top tools in our growth arsenal.”
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