The press event held by Spotify in New York wasn’t simply a regular event which spoke only about new videos or other content. The company launched it’s new update where along with the introduction of various media types like the videos and podcasts they will now also serve playlists. These playlists will be more personalized and relevant to what the user is doing at that particular time.
Danile Ek stated that music is now moving from genres and people generally don’t look for Country or Hip Hop any more. He continued telling that they rather search for music around various activities or particular experience. Hence, the company revealed about it’s new features which helps them improve the experience for runners.
Chief Product Officer, Gustav Söderström stated that the new update will now let sensors of the phone detect the pace at which the user is running. After this, the user can hit the running button which will use the users tempo and then accordingly set the right tracks.
He continued claiming that Spotify has been working with musicians like Tiesto which are creating specific tracks for running. His team along with all these updates also inquired the runners where they claimed that the application made them ‘feel like a hero’. Though the effect lasts for about a minute and a half and after it wears off, the next song comes along.
Since that high won’t last the entire run these new tracks will be adjusted during the song (mid-song). Söderström mentioned that this isn’t a simple beat searching but it is a composition by itself that rearranges to fit the current pace. For now, there are six of these ‘experiences’ so far. He further claimed that each one of them have their own features and characteristics.
The applications new features were developed in consultations with runners along with fitness experts. In the near future the company will be in partnerships with Nike and RunKeeper that will integrate the new Spotify running experience.
