Wondering if it's a "fearful Vocaloid Wednesday morning," a "yearning cottagecore Thursday afternoon," or maybe a "heartbroken karaoke Friday evening"? Well, that's up to your Spotify Daylist, a playlist that changes a bunch of times each day, inspired by your music choices. You might not realize it's a "teen angst mallgoth Monday morning," but Spotify seems to know more about your Mondays than you do. Why are you hooked on "The Black Parade" every Monday?
Lately, everyone's buzzing about Spotify's Daylists like they just dropped, but they've been around since September. However, these Daylists, with their quirky names, are going viral this week, thanks in part to an Instagram story template saying, "Forget your astrology sign; show me your Daylist title."
The person behind the template, Amanita, isn't famous, just a regular person in Los Angeles with around 1,000 followers. Surprisingly, the template got reposted so much that it's been shared over 100,000 times and counting.
Now, searches for "Daylist" on Spotify have shot up almost 20,000%, according to TechCrunch.
Finding out that someone from your high school is having a "wild west cowboy night" might not be the most thrilling, but what's intriguing is the template's idea. It presents Daylists as a fresh, more specific form of astrology. It makes sense because both astrology and Daylists offer insight into ourselves while giving us an easy way to express who we are to others. You're not just seeking attention; you're a Leo. You're not into emo; you're into teen angst mallgoth.
It's no surprise that Spotify is jumping on something akin to astrology or other spiritual-meaning trends. Astrology has become super popular among Gen Z and millennials, with the industry valued at $12.8 billion in 2021, expected to hit $22.8 billion by 2031. In a time of declining religious affiliation, people turn to places like social astrology apps or, even better, a Spotify algorithm to explore life's big questions.
Spotify's personalized features, like Spotify Wrapped and Daylists, capitalize on this trend. Instead of just finding new music, people are using these features to find themselves. Spotify keeps adding features inspired by divination, from horoscope playlists in Wrapped to celebrity aura readings. They're so committed that they had an aura photography activation at VidCon in 2022.
But where does Spotify get these super-specific musical genres and moods? Many on social media have praised the genius behind it, and that genius is Glenn McDonald, the curator of EveryNoise. Spotify acquired The Echo Nest, where McDonald was working, about ten years ago for over $100 million. McDonald, now a "data alchemist" at Spotify, created the vast musical map that powers these beloved features, including Daylists.
In the end, while your Daylist might tell you it's a "groovy disco brunch Saturday," the real magic happens behind the scenes, courtesy of Glenn McDonald and the Spotify algorithm.
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