Inside Discovery

Spotify x Pitchfork

Enlisting music experts to explain the magic of Spotify’s Discover Weekly.

See the project

Spotify’s Discover Weekly is a playlist made for you every Monday, based on the music you listen to. It’s powered by an incredible algorithm, but it’s hard to understand how good it is at predicting your tastes without experiencing it yourself.

To bridge the gap between awareness and trial, we partnered with Pitchfork to show how even the most knowledgeable musicians and music editors are having their minds blown by Discover Weekly.

With only three weeks to design and build the site experience, we knew it would be an aggressive timeline. Fortunately, we had the benefit of working with two brands we’ve partnered with before many times, which allowed for easy communication and tight collaboration.

The experience is organized around three artists and three Pitchfork editors. Each one takes you through their real Discover Weekly playlist and describes their reactions in text and video.

Seeing a music expert discover a song they’d never heard before and instantly fall in love is the best proof point we could imagine for the feature.

At the end of each story, viewers were prompted to listen to their own Discover Weekly playlist on Spotify to experience the magic for themselves.

In the end, we were able to create a new narrative around Discover Weekly that focuses on the thrill of discovery instead of the technology that powers it.

(And if you haven’t tried Discover Weekly, you really should.)


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