A lot can be known about you from the music you listen to on Spotify. And the company itself is taking advantage of it.
Can you infer someone’s mood or even personality just from that? listen to music? In the past few months there has been a kind of Tests that claim to determine a range of emotional characteristics, based on the selection of different songs from a Spotify playlist according to a Description provided about every song. It is possible to find this type of test under the sentence that gives this article its title.
Performing these types of tests is simple: they are usually prepared by Users of platforms such as TikTok and Instagramand later linked in their profiles or publications. By accessing them, followers get a number of Definitions and you have to choose the option best associated with each of themfrom a series of songs from the playlist of the person responsible for developing the test.
Once the test is over, based on the Received repliesThe result is that more suitable profile to the person who completed the test. Depending on the person who developed the test, the types of are Profiles can be very different.
But do these tests have a basis? For the most part no: it is the creators themselves who Based on the responses, choose which results should be shown to each participantIn most cases, these are created tests humorous and without any basis to support that the results can really give us clues about a person’s personality or emotions.
But that doesn’t mean that It is not possible to know the moodor approach a person’s personality based on theirs Musical taste. Indeed own Spotify it does it every time you play a song.
ASpotify knows (and uses) your mood according to the music you are listening to
Spotify lasts for years Analysis of the listening habits of your platform users. And not only that Create playlists based on Moods, one of the types of Playlists We find the most popular on the music platform in Streaming. It also uses this data too achieve economic profitby selling information about user sentiment to advertisers who can then do so Target your advertising more precisely to users according to your feelings.
It was in 2015, shortly after Echo Nest, a company specializing in “musical intelligence”, was acquired Spotify began to fully enter Analysis of human nature based on musical tastes.
By analyzing the music users are listening to, Spotify can make features like the Political ideologyif it’s a person sociable, introspective, or adventurousas well as many other features of his character. You can even get acquainted What activity do we do?, such as assured one of the company’s directors in 2017:
“We know that if you were to relax and listen to your playlist in the morning, you might be doing yoga, meditating … so for that particular moment we would be displaying a contextual display of information, tonality, and rhythm.”
But It doesn’t just analyze the music that is heard and the context in which it is made. The Spotify technology is also studying the behavior of its users on social networks with the aim of knowing What do you think of the music you hear?. Adding to this process is an obstacle that is difficult to overcome because of the techniques the company developed in retrieving the data Users are not always honestand what they think about certain types of music need not be related to their playback activity within the platform.
And it goes further. Somehow Spotify wants that too manage – for the better, of course – to change the mood of the people who use your platform.
In one Experiment carried out by Liz Pelly, journalist The bafflerconsisting of creating a new account on the platform and listening to music only recommended by Spotify in the “Handling Loss” list – which accompanies the platform with the description: “When someone you love becomes a memory .. Find solace in these songs. ”-.
After a few days, Spotify would have received enough information on this Get an idea of your moodstarted recommending the platform Music oriented to encourage the user. After all, the company wants its product to be perceived as a product Tool to improve mood.
The differences between Personality or mood tests The data collection techniques created by Spotify are immense his sense – The first case is aimed at humor and affinity with the followers, the second tries to make the user feel that the platform offers a completely personalized experience and to take advantage of the advertisers’ interest in this type of data.
It is clear that the Music can be one of the most representative things about a person’s personality that can be measured by technology. Either way, keep in mind that Spotify has its own private playback mode that prevents the company from getting any information about your listening habits.