Humans have an inherent paradox when it comes to music services: we crave both popular hits that resonate with the masses and the unique tracks that cater to our personal tastes.
“We want to listen to all the stuff that everyone likes, but also only the stuff that we like,” said New Yorker staff writer Kelefa Sanneh, who explores this complex relationship in his book, Major Labels: A History of Popular Music in Seven Genres. “And we want it to be broad and social, but also narrow and personal.”
Sanneh acknowledged that this dilemma presents a significant challenge for music platforms. Yet, Spotify remains undeterred in its efforts to address it through innovative features like the AI DJ. This tool adapts to the listener’s habits and preferences, aiming to bridge this gap effectively.
The cutting-edge AI DJ, introduced by the music streaming giant nearly two years ago and still evolving in beta, builds on Spotify’s legacy of curating personalized playlists, expertly tailored from extensive user data.
With millions of active users, Spotify recognizes that traditional human commentators are simply unable to deliver personalized recommendations at scale. However, this is where AI excels.
Personalized DJ
“This is your personalized DJ just for you,” emphasized Ziad Sultan, Spotify’s vice president of personalization, highlighting the platform’s commitment to individual user experiences.
Sultan explained that the DJ feature transcends simple playlist creation. For English-speaking listeners, it employs a distinctive AI voice known as “X,” which articulately shares insights about why specific songs have been chosen for them. Spanish-speaking users have access to a counterpart, the AI DJ named “Livi.”
Spotify employee Xavier Jernigan uniquely lends his voice to X, the engaging English-language AI DJ, offering listeners a more relatable experience.
“X is this incredibly realistic but also warm voice that makes people want to engage and listen to the DJ and follow their recommendations,” Sultan elaborated, underscoring the importance of connection in music discovery.
Research conducted by Spotify indicates that these strategically placed voice prompts inspire listeners to explore new genres or rediscover tracks they may have overlooked, thereby extending their listening duration, according to Jernigan. While Spotify has chosen not to disclose specific details about its research, Jernigan shared notable insights.
“We know through our data that when people hear stories about the artists, about the songs and know the why as to why we recommended that song, they’re less likely to skip it,” said Jernigan. “It’s about storytelling. It’s about human connection.”
But — do listeners really want it?
However, not everyone is convinced that this contextualization is essential for a satisfying listening experience.
“Our goal is to understand the user well enough, and understand the music well enough, that there aren’t those sorts of necessities to have to contextualize it to you,” stated Joe Inzerillo, the chief product and technology officer at SiriusXM, which operates the competing music service Pandora. This philosophy contributes to Pandora’s decision to forgo an AI DJ feature.
Sanneh remarked that he sometimes finds the Spotify AI DJ to be distracting or perplexing. For instance, when the DJ introduced a series of songs by claiming they were “music that a lot of people seem to think is good for cleaning their house,” it led to a curious moment as Shakira’s “Si Te Vas” and Celine Dion’s rendition of “River Deep Mountain High” came on. “And so now I’m thinking about Celine, and I’m like, ‘Do people clean their house to Celine Dion?'”
Despite this mixed feedback, many users appreciate what the Spotify AI DJ has to offer. DJ Umami, a real-life DJ who performs at radio stations and clubs, including gigs for the San Francisco Giants, voiced his satisfaction.
“It plays my likes on shuffle based on when I actually listen to this type of music and tempo and genre and all of those data points,” Umami shared. “Then they’ll throw in a couple songs that they think that I would like. And I love that.”
Jennifer Vanasco edited the broadcast and digital versions of this story. Chloee Weiner mixed the audio.
How does storytelling enhance music discovery and listener engagement according to Kelefa Sanneh?
**Interview with Kelefa Sanneh: Exploring the Music Paradox**
**Editor:** Thank you for joining us today, Kelefa. Your book, *Major Labels: A History of Popular Music in Seven Genres*, touches on a fascinating paradox that many music lovers face. Can you explain this duality of craving both popular hits and personal favorites?
**Kelefa Sanneh:** Absolutely! It’s an interesting dynamic. On one hand, we want to be part of a collective experience, enjoying the songs that everyone is talking about. But at the same time, we also cherish those unique tracks that resonate deeply with our personal tastes. It’s almost like we have two competing desires: to socialize through music and to express our individual identities.
**Editor:** You mention that this paradox poses a challenge for music platforms. How are services like Spotify trying to bridge this gap?
**Kelefa Sanneh:** Spotify is really tackling this issue head-on with features like their AI DJ. This tool aims to provide listeners with personalized recommendations while also keeping popular music in the mix. It leverages extensive user data to tailor experiences, which is especially crucial given the sheer volume of music available today.
**Editor:** That’s a great point. Ziad Sultan, Spotify’s VP of personalization, emphasized that the DJ feature goes beyond just creating playlists. What’s your take on the role of storytelling in music discovery?
**Kelefa Sanneh:** Storytelling is key! Music isn’t just about the auditory experience—it has a narrative attached to it. When listeners hear engaging insights or stories related to a song, they’re more likely to connect with it. This not only enhances their appreciation of the music but also helps in preventing skips, as listeners are invested in the journey the music takes them on.
**Editor:** There seems to be some skepticism about whether users really want an AI-driven DJ. What are your thoughts on this?
**Kelefa Sanneh:** That skepticism is valid. While many people appreciate the personalized touch AI can offer, there are still those who prefer human curation and connection. Music is inherently emotional and sometimes an algorithm just can’t replicate that human element. However, as listeners embrace these innovations, it will be interesting to see how their preferences evolve over time.
**Editor:** Thank you, Kelefa, for sharing your insights on this complex relationship between listeners and music services. It will certainly be intriguing to watch how platforms like Spotify adapt to these dual desires moving forward.
**Kelefa Sanneh:** Thank you! It’s been a pleasure discussing this evolving landscape of music consumption with you.
