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How Spotify Blend Creates a Connection Between Fans, Friends, and Artists

by Spotify, May 24, 2023

In 2021, Spotify took that connection to the next level with Blend, our shared new social listening experience that combines the different tastes of friends and family, as well as fans and artists, into one. With Blend, you can create a personalized playlist that balances what you and your friends like to listen to, merging those music tastes to create something everyone can enjoy.

“Sharing music is a really vulnerable thing—but it also brings you closer together,” says Gianna Pisano, a product marketing manager at Spotify. “Those moments when you realize you and your friends have been listening to Stick Season by Noah Kahan on repeat, or have played boygenius’s new record for five days straight—Blend surfaces all of those insights, puts them together, and does all the work to make a playlist for you and your crew, updated daily. All you have to do is listen and explore.”

(...) At launch, Blend allowed two users at a time to combine musical tastes. But the personalization team realized that more people would make for a merrier experience. So in March 2022, we expanded the number of people who can combine to 10, creating an even more powerful, collaborative tool that allowed even more people to feel connected to one another through their shared love for music.


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