DM Feature “Messages” Coming to Spotify
In a step that emulates social media giants, Spotify implements a direct message feature within the app, allowing users to quickly share and discuss favorite songs, artists, and albums within the app.
The move is another example of how many apps in recent years have implemented a wide variety of social features, keeping users engaged through new and diverse ways of social interaction. For example, after TikTok became popularized, other social media platforms either put more emphasis on video features within their platforms or developed entirely new TikTok-lite features for their platforms, as was the case with the now widely-used Instagram Reels.
Music Sharing as Social Communication
Explaining the motivation behind the new feature, Spotify said, “For artists, authors, and creators, easier sharing means more word-of-mouth recommendations and helps create new fans. Our goal is to give users what they want and make those moments of connection more seamless and streamlined in the Spotify app.” Recent music sharing apps like Airbuds and social media features like Instagram Notes’ song feature show increased public interest in sharing music, and music sharing as a new form of symbolic communication on its own–think hinting at your situationship with a romantic Note, or matching someone’s Airbuds feed with your own to grow closer.
However, what makes this change so unique for Spotify compared to other tech brands and apps is that Spotify is not a “social” app, per se. While followers and public or shared playlists could count as “social features,” the primary purpose of the app is simply listening to and collecting music in one space. Until now, there were few ways to discuss music happenings directly in the app. Despite the feature allowing users to no longer rely on other platforms to send music links, Spotify stated, “Messages on Spotify are designed to complement these integrations, not replace them, and we’re excited to continue offering more ways to drive hype for the Spotify content you love, wherever you are.” With DMs, is Spotify setting the norm for social features in “non-social” apps to become the new norm?
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