Case Study
Our target audience are global Spotify listeners, centred on Gen Z and millennials. In 2023 Forbes found “73% of Gen-Z report feeling alone sometimes or always (and that) Young people are having fewer shared moments and memories.” Music initially conceived the ability to share love and connection within communities. Now, a lot of people listen to it in isolation.
Despite being more online than ever, Gen Z and millennials often feel disconnected from their peers. Our insight is : They seek deeper connections.
To address this, we propose creating Virtual Listening Parties on Spotify. These events will allow users to tune in live to album releases, engage in discussions, and connect with other listeners in real-time. This strategy aims to enhance community engagement, foster excitement around new releases, and strengthen the emotional connection between listeners and the platform.
The Virtual Listening Parties will be accessible to all Spotify users. These events will occur a day before an album’s official release, providing exclusive access.
A Countdown and Reminder System will build anticipation, while Live Track-list playback and monitored forums will ensure a positive, engaging experience. The forum will close once the album ends, and users will have to wait 24 hours to access the album officially.
This setup supports global and local interactions by accommodating various time zones and will create a shared, interactive experience around new music.Spotify’s Virtual Listening Parties will create a communal and interactive environment for music enthusiasts.
University assignment in collaboration with Shilo Saker, 2024.
