Spotify’s live audio app is no longer active, however the firm has been utilizing the tech to attach followers and artists higher with the “Listening Celebration” characteristic.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 develop to extra markets.
“It’s nonetheless in its early phases however we’ve had a couple of artists take a look at over the previous few months together with 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 high followers of a band obtain a selected invitation, any Spotify Premium person can be a part of the Listening Celebration via the itemizing. The corporate didn’t specify what sort of person counts as a high fan apart from of us 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 celebration has a reside chat room through the occasion.
The corporate mentioned the characteristic permits followers to buy the most recent merch from artists whereas streaming music alongside different followers. Final yr, the corporate launched an in-app Merch Hub, to offer 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 making an attempt to deliver elements 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.
