Music streaming giant Spotify has announced that it will expand its new 'Blend' feature to enable users to buy merchandise from their favorite musicians right from the app.
Blend was introduced earlier this year as a way to allow Spotify users to create collaborative playlists with their friends, family, and even artists, like The Chainsmokers and Post Malone. For example, if a user wanted to create a Blend with Charli XCX, Spotify's algorithms would produce a playlist that best combines their's and the artist's favorite music. In addition, the feature would provide them with a Taste Match score.
Now, with the new updates, users will be able to make shared playlists with their favorite artists and then access their unique online merch stores, which have been curated by the artists themselves.
In-App Spotify Merchandise
Spotify Expands Its 'Blend' Feature with Artist Curated Merch Stores
Trend Themes
1. In-app Merchandise - Spotify's expansion of its 'Blend' feature to include artist-curated merchandise opportunities within its app indicates a growing trend of in-app merchandise purchasing.
2. Collaborative E-commerce - The incorporation of merchandise sales into a collaborative playlist feature presents opportunities for artists to create unique shopping experiences for their fans.
3. Experiential Music Consumption - With the ability to access curated merchandise stores through their favorite artist's shared playlists, Spotify users now have the opportunity to engage with music on a deeper and more interactive level.
Industry Implications
1. Music Streaming - Spotify's addition of in-app artist merchandise stores redefines music streaming platforms as e-commerce destinations as well.
2. E-commerce - The incorporation of artist-curated merchandise creates unique opportunities for the e-commerce industry to partner with musicians and other creators.
3. Social Media - The collaborative playlist and merchandise sales features within Spotify's app reflect ongoing disruptions within the social media industry that emphasize interactivity and personalization.