Although Spotify's Live Audio app is currently unavailable, the company is using the technology to better connect fans and artists with its “Listening Party” feature. This feature gives engaged fans the opportunity to attend events like an artist's album launch and ask questions.
The company confirmed to TechCrunch that it has been testing the feature in the US and Indonesia since December 2023, with plans to expand to more markets.
“While it's still early days, we've had several artists test it in recent months, including Zara Larsson and Bleachers,” a Spotify spokesperson said.
Image credit: Threads/Chris
Listening parties are listed in the events section of an artist's profile. Spotify says that typically a band's top fans receive a specific invitation, but any Spotify Premium user can join a listening party through a list. The company did not say what kind of users it counts as Top Fans other than those who have “demonstrated an affinity for the artist over many years.”
Spotify uses real-time audio technology, so fans can request to come “onstage” and interact with artists during sessions. Additionally, each listening party will have a live chat room during the event.
The company says the feature will allow fans to stream music with other fans while also purchasing the latest merchandise from artists. Last year, the company launched an in-app Merch Hub to give fans personalized recommendations for purchasing merchandise from a variety of artists.
In particular, Spotify has a group session feature for listening to songs with friends. We are currently trying to combine some of the group listening and live audio interactions with the listening party feature.
In recent years, the company has sought to expand direct engagement with fans and artists through merchandise sales, events and ticket sales.