Spotify announcement today it is expanding its Blend playlist builder to include more artists and will now allow fans to purchase artist merchandise through this feature. The Blend tool allows two Spotify users to see where their musical tastes overlap by mixing their favorite songs to find the ones they have in common. This Mixed then updated daily with new songs based on everyone’s listening habits. A few months ago, Spotify rolled out the ability for users to create playlists with some of their favorite artists, including BTS, Charli XCX, Kacey Musgraves, Lauv, Megan Thee Stallion and more.
With this new update announced today, Blend includes even more artists, including The Chainsmokers, Lizzo, and Post Malone. To merge with any of these artists and buy their products, you can click on the link the artist shared to merge with them. You’ll then receive a card that displays your “taste match” score – a score calculated based on how similar or different your listening preferences are to the artist you merged with. You can share this card directly on Instagram, Facebook, Snapchat or Twitter.
After receiving their like score, users will now have the option to purchase the artist’s featured product through the artist’s Spotify Shopify page. Spotify notes that all merch tracks were selected by the artist themselves. Spotify launched its partnership with Shopify last year to allow artists on its service to connect their Spotify profiles to their Shopify stores, allowing them to market their wares directly to fans through the Spotify app. The new update combines one of Spotify’s custom playlist tools with its e-commerce efforts.
Spotify says it is committed to enabling creators to make a living from their work and that its partnership with Shopify helps artists develop additional revenue streams like merchandising.
The streaming service’s personalized playlists are a big selling factor for the streaming service, and one of the reasons Spotify continues to dominate the music streaming market despite not having the built-in advantage of competing music services – like Apple Music or Google’s YouTube Music, whose music apps come bundled with the tech giants’ own smartphones and mobile software.