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The magic that makes Spotify’s Discover Weekly playlists so damn good
This morning, just like every Monday morning, 75 million Spotify users received a great new mixtape: 30 songs that feel like a gift from a music-loving friend, who might once have made a cassette tape with your name scrawled across the front.
But these playlists, from Spotify’s Discover Weekly service, were cooked up by an algorithm.
AdvertisementAutomated music recommendations are hardly new, but Spotify seems to have identified the ingredients of a personalized playlist that feel fresh and familiar at the same time. That’s potentially a big advantage over competitors like Pandora, Google, and Apple, which largely have the same bottomless catalog of music but take very different approaches to picking the best songs for each user.
Users seem to love Discover Weekly. Since the service quietly launched in June, songs from its playlists have been streamed 1.7 billion times, according to the company. When a technical hiccup delayed the release of new tracks one Monday in September, many were distraught .
“We now have more technology than ever before to ensure that if you’re the smallest, strangest musician in the world, doing something that only 20 people in the world will dig, we can now find those 20 people and connect the dots between the artist and listeners,” Matthew Ogle, who oversees the service at Spotify, told me recently. “Discovery Weekly is just a really compelling new way to do that at a scale that’s never been done before.”
AdvertisementThe quality of Discover Weekly’s picks is so consistently good, it’s a bit uncanny. After I received several excellent playlists in a row, I couldn’t stop thinking about how Spotify had figured me out, along with 75 million other people. Answering that question led me down the rabbit hole of how the system works in the first place—and how an algorithm can delve into the deeply subjective realm of music to predict the songs that will make my pulse race and my head nod.
If you’re a Spotify user, you can see what songs Spotify has picked for you this week by logging in here —when you come back to this page, your playlist will appear below. (If you don’t have Spotify, or haven’t logged in, you’ll see my most recent playlist.)
Understanding how the process works will give you a peek into how music fans will be discovering new music in the future, long after the idea of an actual mixtape has faded into the past. (I’ve also compiled a list of pro tips for existing Discover Weekly users, which you can find at the end.)
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It’s based on other people’s playlists…
The main ingredient in Discover Weekly, it turns out, is other people. Spotify begins by looking at the 2 billion or so playlists created by its users—each one a reflection of some music fan’s tastes and sensibilities. Those human selections and groupings of songs form the core of Discover Weekly’s recommendations.
“Playlists are the common currency on Spotify. More users knew how to use them and create them than any other feature,” said Ogle, who previously founded This Is My Jam, a startup that asked users to pick one favorite song at a time. It shut down earlier this year.
Spotify considers everything from professionally curated playlists like RapCaviar to your cousin Joe’s summer barbecue jams. It gives extra weight to the company’s own playlists and those with more followers. Then it attempts to fill in the blanks between your listening habits and those with similar tastes. In the simplest terms, if Spotify notices that two of your favorite songs tend to appear on playlists along with a third song you haven’t heard before, it will suggest the new song to you.
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