Spotify's New 'Listening Together' Campaign Shows When Song Picks Align

Spotify Listening Together
Courtesy of Spotify

Every second, Spotify says that more than 30,000 users around the world press play on the same song. The platform is making use of that data for its new "Listening Together" campaign, which visualizes some of those connections in real-time.

The concept is the brainchild of media artist Kyle McDonald, who began experimenting with the idea of "serendipity" in our song listening choices back in 2014. The microsite bringing that idea to fruition launches here today (May 7), allowing anyone to watch as -- for one example -- a user in Italy plays Foreigner's "I Want To Know What Love Is" at precisely the same moment as a user in Peru.

Additionally, Spotify has enlisted artists to share the music and podcasts that are soundtracking their days at home. Selena Gomez contributed a "Cooking Together" playlist, for one, while Normani put together another titled "Working Out Together." The full set is available at a new campaign-branded listening hub on Spotify.

Spotify says the "Listening Together" campaign is currently rolling out on both social media and digital channels in global markets -- part of what appears to be the platform's recent push, amid the pandemic, to rebrand itself from an on-the-go listening app to a platform for at-home listening.

Check out the new hub interface, below.


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