Popular music player Spotify has officially launched Spotify 'Blend,' a new shared playlist feature that allows two users to mix their favorite songs into one playlist, producing a "taste match score" detailing where their preferences align and differ.
'Blend' utilizes the same technology as Spotify's other personalized playlist features, meaning it will update daily to adapt to what both listeners are streaming. In addition, it combines Spotify's personalization technology with its collaborative playlist functionality to produce unique social listening experiences. "Blend is one of the first products we’ve developed that require multi-user personalization, which has its unique challenges but also helps us create some really delightful experiences when we get it right," said Arjun Narayen, Product Manager at Spotify.
While 'Blend' certainly presents Spotify users with a fun new feature, it also doubles as a user acquisition tool. Free users will create playlists with premium subscribers but will lack some of the same, enticing them to switch to a paid account.
Image Credit: Spotify