RBR+TVBR OBSERVATION
There’s a new 60-second commercial available on YouTube from streaming audio giant Spotify that radio industry executives, programmers and air personalities should see immediately.
Why? Spotify’s smartphone app now comes with an option to have its users enjoy “their own personal AI DJ.”
Introducing the latest potential threat to the radio industry’s air personality: An entirely computer-generated simulation, now ready to entertain on a platform young people may gravitate to more than FM.
The commercial features a young Asian man, using big earlobe-covering headphones, activating the Spotify app from a smartphone. He’s given a voice welcome by ‘X,’ who went back to find some of the user’s summertime favorites “to see if it warms you up.” Next up — some of the music played a lot back in 2018. The Spotify user is then treated to a new release based on his recent dance music consumption.
The “DJ” is a creation of Spotify’s dynamic AI voice platform from its Sonantic acquisition, which it claims “brings to life stunningly realistic voices from text.”
To create the voice model for the DJ, we partnered with our own Head of Cultural Partnerships, Xavier “X” Jernigan. Previously, X served as one of the hosts on Spotify’s first (and personalized) morning show, The Get Up. His personality and voice resonated with our listeners and resulted in a loyal following for the podcast. His voice is the first model for the DJ, and we’ll continue to iterate and innovate, as we do with all our products.”
Should radio be scared, or chuckle?
That’s the question some may be wondering, as “DJ” by Spotify is nothing more than a synthetic voice snooping through a user’s consumption history to generate a “hosted” stream, building on the personalized “Daily Mix” and “Daily Drive” options on the Spotify platform.
That said, there are 1.51 million subscribers to the Spotify channel on YouTube. How many of these individuals consume over-the-air radio? Another thing to consider: while this is perhaps a feeble attempt to recreate radio, there’s one big factor. For paying subscribers, there are no long commercial breaks. Thus, there are no 11-minute marathon-like stopsets as seen at radio stations owned by the largest publicly traded groups in the U.S.
The “DJ” feature is available on the latest versions of the Spotify app for iOS and Android devices, for Premium users only. RBR+TVBR was required to update the app in use on an iPhone in order to follow the directions provided in a company announcement to give “DJ” a try.
Nothing worked. Did Spotify jump the gun on distributing the announcement on Wednesday?
If you’re not feeling the vibe, just tap the DJ button and it will switch it up.
There was no DJ button after updating the app on an iPhone.
But, it could be present by Thursday based on the company’s announcement, which confirms a rollout in English for Spotify Premium users in the U.S. and Canada. How will it work?
- Head to your Music Feed on Home in the Spotify mobile app on your iOS or Android device.
- Tap Play on the DJ card.
- Let Spotify do the rest! The DJ will serve a lineup of music alongside short commentary on the songs and artists, picked just for you.
- Not feeling the vibe? Just hit the DJ button at the bottom right of the screen to be taken to a different genre, artist, or mood.
While the dynamic, computer-generated voice technology may generate industry-wide conversation about its potential use at FM radio, potentially replacing some air personalities altogether, one cannot deny the biggest takeaway from the launch of DJ on Spotify. It is personalization.
Spotify is capitalizing on the one-to-one relationship it has with its users, whereas FM radio and its audio streaming is perhaps a one-to-many relationship. If anything, even if DJ proves to be as big of a flop as the “AMP” app, which put a focus on live, hosted audio programming and songs within the Amazon Music library, it sends the message that Radio is perhaps in need of a new “YOU” campaign.
In the mid-1970s, TM Century developed a jingle series focused on the concept that radio stations were devoting themselves to … you. Some of these jingles saw a rebirth in the early 2000s on “JACK FM” stations in markets such as Calgary. They may sound dated or downright corny by today’s standards. But, the point resonates today. Unless Radio reflects the listener, the “you” in this case, it won’t win.
Spotify just sent a message that it cares about “you.” Now, it is up to Radio to respond.
The views expressed in a RBR+TVBR Observation are those of the editor of the Radio + Television Business Report and do not reflect the views of Streamline Publishing nor its associated publications.
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