Do we really care what music our friends like?

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Back in 2011 Spotify said that “Music is one of the most social things there is.” In what sounded like a threat they added “You’ll now start seeing new music posts and play buttons all over your newsfeeds.” And indeed, we did. Even when the posts became more balanced, I never really felt that it was that interesting to know what my friends were listening to (still far more interesting than pictures of food, offspring, or offspring eating food though. You know who you are!).

The other day I came across this article by Robert Andrews where he concludes:

“For me, music is not “social” but is, in fact, the most personal cultural artefact imaginable. So, when Spotify has shown me what my friends are listening to, I just realise this — I love my friends, but I hate their music.”

I think he’s absolutely right – of all possible sources of music recommendation, “what my friends listen to” is probably the least relevant one.

But what’s the real reason for the facebook integration?

I doubt that giving people valuable music recommendations is really the reason why Spotify wants to flood our newsfeeds with music posts. The real reason – and far more compelling at that – is probably just to get some buzz and visibility on facebook, be it relevant or not. If I see 10 times a day that someone in my network listens to SOMETHING on SPOTIFY, there’s a chance that once I decide to try online streaming Spotify’s going to be the first thing that comes to my mind.

In other words, Spotify is currently in the growth stage of the product life cyle. The advertising focus during that phase is typically to build awareness in the mass market (see Kotler’s classic ‘Marketing Management‘ or one of the summaries (e.g.).

In conclusion, Spotify does the absolutely right thing in terms of marketing their product. Helpful recommendations, however, are an entirely different story.