Rachel Vogel’s Post

🎵 What Gen Z's Spotify Habits Reveal About The Future of Social 🎵 Let's talk about how Spotify is quietly revolutionising social connection in 2024. While everyone's shouting about their Spotify Wrapped, Spotify's latest Culture Next report offers real insights from the headphones of a generation. Spotify's not just about  music anymore - It's the new social blueprint. Through streaming data, we're getting an unfiltered view into what makes Gen z tick. Here are the three trends reshaping how brands connect: 🤝 The Rise of Blendships Beyond basic playlist sharing, Spotify's turning music taste into digital handshakes. Gen Z isn't just streaming - they're connecting through curated soundtracks of their lives. 📝 Playlist = Diary Remember when music was just music? Now it's therapy, motivation, and memory keeping. Those 'in-between' moments? They're becoming prime real estate for meaningful brand connections. 🌟 Mainstreaming 2.0 Gen Z's embracing mainstream culture - but making it uniquely theirs. Innovative brands aren't just joining the conversation; they're amplifying it through creator-centric content. 💭 Why this matters: Gen Z's relationship with music platforms isn't just about listening - it's about belonging, sharing, and identity-building. The real opportunity? Stop thinking like an advertiser and start thinking like a playlist curator. What's your take - is Spotify showing us the future of Gen Z engagement? 🎧 #DigitalStrategy #GenZ #SocialMedia https://lnkd.in/e37U5P3G

BLENDSHIPS GenZ is craving connection more than ever — while other forms of online activities contribute to feelings of loneliness, music and podcasts are a catalyst for true connections online and irl. While social media is omnipresent, #GenZs say it’s contributing more to feelings of isolation than togetherness. In fact, 67% of American Gen Zs believe people are more lonely today than they were 10 years ago. 🎼 #Music has brought people together since the dawn of civilization, but what’s new is the technology that makes connecting and sharing easier and more fun. Spotify’s Blend feature allows two users to merge their musical tastes into one shared playlist. Gen Z users account for 60% of all Blend playlists created and shared in the last two years. 🥳 Fans can also create Blend playlists with creators like Charli XCX, Diplo and Lizzo. Gen Z made up 55% of streams of Celebrity Blends from 2023 through Q1 2024, highlighting how Spotify curates connections between fans and their favourite creators, too. 🎸 While young people live their lives online, #concerts and #IRL events are essential. 74% of Gen Zs have attended a concert/live music show in the last year. 91% of Gen Zs agreed that “sharing similar music tastes with a potential love interest connects us more deeply.” It doesn’t have to be a sold out arena for Zs to come together IRL to connect over their shared passions. Nearly half of Gen Zs have attended an in-person listening party for a new album or song. 🎙️ Fueled by the intimate relationship people have with #podcast hosts, live experiences have taken hold for podcasters too. 37% of Gen Zs have attended a live, show or taping of a podcast and 36% of Gen Zs have attended an in-person watch party for a new episode of a video podcast. Gen Zs are hosting and attending more casual events, and are tapping Spotify playlists to set the vibe. They are streaming music and podcasts over connected devices, including smart TVs, gaming consoles and speakers – showing a growing trend in communal listening. Brands have always used music to bring people together. What are the new ways they can do so, with the help of streaming platforms? Creating venues for listening parties? Organizing fan trips to concerts? Download latest Culture Next report here: https://lnkd.in/d8xr89RS Ampersand Advisory

I just recorded a conversation with Spotify Founder & CEO, Daniel Ek. This was a surreal moment for me...Spotify is one of my all-time favorite companies and a big piece of my life when I was making music in my early 20s. This week, Spotify announced a massive expansion into video podcasts and a refreshed creator program. I believe this will become a hugely important revenue stream for tens of thousands of creators in the next few years. During my conversation with Daniel, we covered: • How Joe Rogan influenced Spotify in their decision to expand more deeply into video • How Daniel thinks about the Innovator's Dilemma and why Spotify expanded to beyond just music • How creators should think about Spotify in their content mix moving forward • Daniel's take on AI in music • A peek into the future of Spotify's AI platform and how it could impact the daily user experience If you want to check it out, the full conversation is posted on YouTube: https://lnkd.in/g39xe5Hw #spotify #music #tech #ai #podcast

Every year, Spotify checks in with #GenZ to hear how they’re shaping streaming and the world at large. Our sixth annual Culture Next report helps brands understand what inspires, captivates and drives this generation—and how to connect with them in meaningful ways on our platform. Some highlights from the 2024 edition: 📱Gen Zs are reducing their dependence on social media in favor of more authenticity and positive connection. And they’re actually using Spotify to forge connections by sharing music and podcasts to break the ice with each other. 🕣Gen Z users spend up to two hours a day on Spotify—and more than 90% say our platform is their essential daily companion. 👀Our research shows that Gen Z user engagement with content on Spotify transfers to attention on ads at a high rate. 🧘♀️Spotify is a positive environment for advertisers to reach their audience in more moments and get more attention on their campaigns. Find out more 👉

Gen Z is reshaping the way we think about music consumption and connection, and it’s clear they want something different from what previous generations demanded. Instead of dictating trends, we have to tune in and adapt to what they’re showing us. One of the most compelling insights from 𝘚𝘱𝘰𝘵𝘪𝘧𝘺’𝘴 𝘊𝘶𝘭𝘵𝘶𝘳𝘦 𝘕𝘦𝘹𝘵 report is the power of 𝘀𝗵𝗮𝗿𝗲𝗱 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗺𝘂𝘀𝗶𝗰: • 𝟲𝟬% 𝗼𝗳 𝗕𝗹𝗲𝗻𝗱 𝗽𝗹𝗮𝘆𝗹𝗶𝘀𝘁𝘀 on Spotify are created by Gen Z, showing their drive for collaboration and connection. • 𝟱𝟮% 𝗼𝗳 𝗰𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝘃𝗲 𝗽𝗹𝗮𝘆𝗹𝗶𝘀𝘁𝘀 were created by Gen Z this year alone, emphasizing music as a form of social interaction. • With a 𝟯𝟮𝟴% 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗶𝗻 𝗮𝗹𝗯𝘂𝗺 𝗽𝗿𝗲-𝗿𝗲𝗹𝗲𝗮𝘀𝗲 𝘀𝗵𝗮𝗿𝗶𝗻𝗴, music isn’t just content for them—it’s a personal expression of identity and a way to build relationships. It’s also clear that 𝗚𝗲𝗻 𝗭 𝗰𝗿𝗮𝘃𝗲𝘀 𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆 𝗮𝗻𝗱 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗿𝗲𝘀𝗼𝗻𝗮𝗻𝗰𝗲. Rather than dismissing their tastes as trends, we need to recognize how their music and podcast choices reflect deeper cultural shifts: • 𝟳𝟰% 𝗼𝗳 𝗚𝗲𝗻 𝗭 attended a concert in the last year, showing that live music holds deep value. • 𝗡𝗲𝗮𝗿𝗹𝘆 𝗵𝗮𝗹𝗳 attended an in-person listening party, highlighting the importance of smaller, intimate gatherings around music. • Video podcasts have seen a 𝟱𝟴% 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 in minutes watched over last year, proving Gen Z’s desire for immersive content. Their playlisting habits also show their need for 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗰𝘂𝗿𝗮𝘁𝗶𝗼𝗻: • Gen Z created over 𝟯𝟬𝟬 𝗺𝗶𝗹𝗹𝗶𝗼𝗻 𝗽𝗹𝗮𝘆𝗹𝗶𝘀𝘁𝘀 on Spotify in the last year, showcasing their need for tailored content. • 𝟱𝟯% 𝗼𝗳 𝗚𝗲𝗻 𝗭 said they enjoy making playlists for specific moods or moments, showing how much they value emotional connections through music. • 𝟳𝟬% 𝗼𝗳 𝗚𝗲𝗻 𝗭 believe streaming services should understand their taste better, highlighting the demand for better AI-driven recommendations. What we need to remember is that Gen Z doesn’t just want entertainment—they want 𝗺𝗲𝗮𝗻𝗶𝗻𝗴𝗳𝘂𝗹 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻. Music and podcasts are tools they use to navigate life’s pivotal moments. For brands and artists to resonate, we need to move beyond the surface and tap into what matters most: 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆, 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻, 𝗮𝗻𝗱 𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆. As Gen Z continues to lead how music is consumed and shared, we as industry professionals must keep listening and evolving with them. Offering them the tools to create, share, and experience music in ways that feel true to them is key—because at the end of the day, it’s their world, and we’re just tuning in. Check out the link below for Spotify's full report.

Gen Z has an undeniable passion for music. Known for their collaborative spirit, self-reliance, and pragmatism, Gen Z turns to music as their constant companion. To provide advertisers with deeper insights into this unique generation, we’ve launched the sixth edition of our Spotify Advertising Culture Next Report. This report highlights how Gen Z uses Spotify as a refreshing escape from the stresses of daily life, whether through solo moments of self-care or shared experiences with loved ones. Explore the full report. Be sure to log into your Spotify account to access a personalized experience https://shorturl.at/SUK6W #GENZ #CULTURENEXT #SPOTIFYADVERTISING

I’m As a Spotify user who falls outside #GenZ (by a landslide), I recognize the untapped power of this platform for #nonprofits aiming to connect with younger audiences. With 50% of Spotify users belonging to Gen Z, the platform offers an intimate way to engage this demographic through #music and #podcasts, which are more than just background noise—they are catalysts for connection. Insights from the 𝘚𝘱𝘰𝘵𝘪𝘧𝘺 𝘊𝘶𝘭𝘵𝘶𝘳𝘦 𝘕𝘦𝘹𝘵 𝘙𝘦𝘱𝘰𝘳𝘵, 𝘊𝘢𝘯𝘢𝘥𝘢 𝘌𝘥𝘪𝘵𝘪𝘰𝘯 (2024) reveal: 🎯 71% of Canadian Gen Zs believe people are lonelier today than a decade ago, yet 64% agree Spotify is the antidote to doom-scrolling. 🎯 Gen Z accounts for 60% of blend playlists and 67% of user profile shares, emphasizing their love for shared and personal experiences. 🎯 They are active beyond the screen too: 74% have attended live concerts, showing their openness to engaging with brands and communities. Considering this data, I was surprised by a Toronto nonprofit chapter ad. It featured a Buddy Holly song (nostalgia for the #Boomers) and lacked a #CTA. Instead, nonprofits could use the valuable 30 seconds to align with Gen Z traits—#creativity, #connection, and #authenticity — while taking actionable steps: 1. 𝐃𝐫𝐢𝐯𝐞 𝐀𝐜𝐭𝐢𝐨𝐧: Direct listeners to donate, sign up, or visit a website. 2. 𝐂𝐫𝐞𝐚𝐭𝐞 𝐄𝐦𝐨𝐭𝐢𝐨𝐧𝐚𝐥 𝐂𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧𝐬: Share impactful stories or relatable messages. 3. 𝐓𝐚𝐩 𝐈𝐧𝐭𝐨 𝐆𝐞𝐧 𝐙 𝐈𝐧𝐭𝐞𝐫𝐞𝐬𝐭𝐬: Highlight causes they care about (#MentalHealth, #ClimateChange). Use trending music or collaborate with popular artists. 4. 𝐎𝐟𝐟𝐞𝐫 𝐄𝐱𝐜𝐥𝐮𝐬𝐢𝐯𝐞𝐬: Promote events or create a Spotify-exclusive playlist. 5. 𝐃𝐞𝐦𝐨𝐧𝐬𝐭𝐫𝐚𝐭𝐞 𝐓𝐚𝐧𝐠𝐢𝐛𝐥𝐞 𝐈𝐦𝐩𝐚𝐜𝐭: “𝘌𝘷𝘦𝘳𝘺 $5 𝘥𝘰𝘯𝘢𝘵𝘪𝘰𝘯 𝘱𝘭𝘢𝘯𝘵𝘴 𝘢 𝘵𝘳𝘦𝘦 𝘧𝘰𝘳 𝘧𝘪𝘷𝘦 𝘺𝘦𝘢𝘳𝘴.” Personalize the message: “𝘐𝘯 𝘛𝘰𝘳𝘰𝘯𝘵𝘰, 𝘺𝘰𝘶 𝘤𝘢𝘯 𝘩𝘦𝘭𝘱 𝘧𝘦𝘦𝘥 𝘧𝘢𝘮𝘪𝘭𝘪𝘦𝘴.” 6. 𝐀𝐝𝐝 𝐂𝐫𝐞𝐚𝐭𝐢𝐯𝐢𝐭𝐲: “𝘠𝘰𝘶’𝘳𝘦 𝘴𝘱𝘦𝘯𝘥𝘪𝘯𝘨 30 𝘴𝘦𝘤𝘰𝘯𝘥𝘴 𝘸𝘪𝘵𝘩 𝘶𝘴—𝘸𝘩𝘺 𝘯𝘰𝘵 5 𝘮𝘪𝘯𝘶𝘵𝘦𝘴 𝘤𝘩𝘢𝘯𝘨𝘪𝘯𝘨 𝘵𝘩𝘦 𝘸𝘰𝘳𝘭𝘥?” Use humor, memes, or trends to engage. 7. 𝐄𝐧𝐜𝐨𝐮𝐫𝐚𝐠𝐞 𝐒𝐡𝐚𝐫𝐢𝐧𝐠: “𝘚𝘵𝘢𝘳𝘵 𝘢 𝘳𝘪𝘱𝘱𝘭𝘦 𝘰𝘧 𝘤𝘩𝘢𝘯𝘨𝘦—𝘪𝘯𝘷𝘪𝘵𝘦 𝘧𝘳𝘪𝘦𝘯𝘥𝘴 𝘵𝘰 𝘫𝘰𝘪𝘯 𝘰𝘶𝘳 𝘮𝘪𝘴𝘴𝘪𝘰𝘯.” #Nonprofits have a powerful opportunity to connect authentically on Spotify. By embracing concise, emotionally driven, and actionable messaging, they can inspire action and drive real results. #Nonprofits #SpotifyAds #GenZMarketing #SocialImpact

🎶 Spotify #Wrapped gets a (very cool) #AI upgrade! 🎶 This year, Spotify #Wrapped is adding a personalized AI podcast powered by Google's NotebookLM. 🎧 ✨ What's new? ✨ Instead of just static stats, you'll get a dynamic audio recap of your year in music, hosted by DJX AI voices. 🎧 ✌️ What to expect? ✌️ 🎶 Deep dive into your top tracks and artists. 💓 Insights into how your music taste evolved in 2024. 🚀 A unique and engaging listening experience. 💯 Find your personalized podcast in the Wrapped feed on your Spotify homepage. #SpotifyWrapped #AI #Music #Podcast #Google

Quite a late post, but here we go! As a music enthusiast, there’s no better time of the year than this—Spotify Wrapped season! 🎵 It’s when we proudly flaunt our top tracks, favorite artists, and podcasts. But beyond the excitement lies something even more fascinating: how Spotify pulls this off technically 💻 Ever wondered what powers this massive personalized recap every year? Let’s dive into the facts 💡 ✨ The Big Question What lessons can developers and businesses take from Spotify's approach to personalization at scale? Reference: https://lnkd.in/gbpc6Hss https://lnkd.in/gkn9N-bS https://lnkd.in/gEVHN-CW #SpotifyWrapped #EngineeringInsights #dataprocessing

Google's NotebookLM is taking your '2024 Wrapped' from Spotify and creating a personalized Podcast powered by AI. "Go deeper into your listening with a personalized podcast Your Spotify Wrapped AI podcast features the two AI hosts from NotebookLM “unwrapping” your year in music. They dive into your favorite tracks and artists, and explore the way your music taste evolved throughout 2024. It’s an engaging conversation all about your musical tastes, and each one is unique, generated just for you. Spotify created these personalized podcasts using the technology that powers NotebookLM's Audio Overviews, which transforms static information into lively audio conversations." https://lnkd.in/ecAjMPGE