Spotify is currently missing out on the potential engagement and promotion opportunities. While platforms like YouTube and TikTok have enabled creators to build their audience and increase user engagement, Spotify has yet to offer a similar platform.
Spotify's primary focus is on music, they have recently started sharing music MTVs in the "Explore your genres" section under the Search tab. This new feature does help to introduce people to new music, but it lacks engagement.
This gap in Spotify's user experience may be contributing to lower monthly active users (MAU) in and a less engaging user experience since Spotify’s main design is currently focusing on music playing.
Therefore, the goal of this user experience project is to find ways to increase MAU sand user engagement by providing cover music and dancers creators with a platform to share their content on Spotify, exclusively.
How might we leverage a new platform to increase user engagement and retention, leading to a higher MAU for Spotify?
To align with Spotify's core value in music, the most appropriate approach to incorporate videos on the platform is by implementing a community rule. To effectively categorize the videos that will be allowed on the Spotlight platform, I classified them into:
Top Rec (Recommendations), Cover, and Dance for the main tab.
Powered by advanced machine learning, Spotlight offers automated video categorization and song recognition during the content uploading process. It also employs a powerful audio matching system, to accurately recognize and identify the background songs featured in the videos.
Spotify Spotlight is a new feature that empowers creators to showcase their musical creativity on a global platform. The platform is designed to be engaging, with intuitive navigation and social features that make it easy to connect and share music. With Spotify Spotlight, users can upload and share cover songs, dance videos, and other musical content with a wider audience, increasing engagement and fanbase.
Please access the Prototype here.
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Video Categories - Top Rec (Recommendations), Cover, Dance
Spotlight is categorized into three main categories: Top Rec, Cover, and Dance. When users first enter the community, they are required to read and accept the community rules before proceeding. Users can like a video, follow a Spotlighter, comment on a Spotlight video, create a Spotlight, and engage in other activities within the community.
One special video category in the community is Vtubers' music covers, and these are also permitted within the community.