Music streaming platform Spotify introduces new messaging feature to retain music sharing within the app.
In a bold move to revolutionise the way music is shared and discussed online, Spotify has introduced a new direct messaging feature. This new addition is part of the streaming giant's goal to establish itself as the central hub for music, where it lives, moves, and gets shared.
Previously, real conversations about music on Spotify were happening elsewhere, such as WhatsApp chats, Instagram DMs, or texts. With the new feature, conversations will now stay within the Spotify platform, with a new inbox holding shared and received items.
The messaging system works one-on-one, with text, emojis, and safety options like blocking, reporting, or turning the feature off. It is designed to make it easier to revisit shared tracks and podcasts. The goal is to blend social interaction with discovery, similar to platforms like TikTok, Instagram, and YouTube, but with a focus on audio content instead of video feeds or timelines.
The new feature could potentially open new avenues for interaction between fans and artists, although Spotify has not confirmed if creators will have access to this feature. The addition of direct messaging is an effort by Spotify to keep conversations about music within its own platform.
The rollout of the messaging feature is currently limited to parts of Latin and South America, with plans to expand to other regions. This move is a test of whether Spotify aims to be a full-fledged social platform centered around audio content.
Spotify's previous social tools were limited to following friends, checking playlists, and joining Blends. The introduction of the messaging system could signal a shift towards a more social-focused platform, similar to SoundCloud and Vampr, which have shown that music communities can grow when listeners can communicate directly. With Spotify's large audience, this could take music communities to a new level.
However, some users may see this new feature as another unnecessary addition to an app that already feels crowded. Only time will tell if the new messaging feature will reshape the way music is shared and discussed online, making Spotify the central hub for music as intended.
