Spotify puts listeners in control at Elevate Festival
At Elevate Festival in Toronto, Spotify showcased how it is expanding consumer choice while giving listeners more control over their audio experiences. David Nyhan, Spotify’s Product Director for Personalization, highlighted a suite of tools designed to make every listening moment uniquely personal, without sacrificing user autonomy or creativity.
Personalization that feels natural and empowering
Nyhan described a vision of personalization that integrates seamlessly into daily life. “We believe personalization should feel natural and empowering,” he said. The goal is for listeners in Canada and Québec to discover the right song, podcast, or story for the moment, whether they are commuting, working, or winding down after a long day. New features, including DJ and AI-driven playlists, give fans more ways to shape their audio journeys while preserving the freedom to steer what they hear.
DJ: a guided, customizable listening companion
DJ is Spotify’s evolving, voice-guided listening experience. It adapts to individual tastes and curates a vibe for any moment. Since its launch, DJ has grown to more than 60 markets, becoming a friendly “radio host” that introduces songs and artists in tune with a user’s preferences. In addition to automatic suggestions, listeners can request songs in real time, helping to craft the ideal mood for activities like a morning workout or a weekend gathering.
AI Playlist and advanced controls that respect choice
Beyond DJ, Spotify is expanding the creative toolkit with AI Playlist, allowing users to translate their ideas into fully formed playlists. This feature invites listeners to experiment with sounds and genres they love, reinforcing the platform’s commitment to user-driven creation. The company is also rolling out practical controls that keep personalization aligned with personal taste:
- Exclude from Taste Profile: keeps recommendations aligned with your established preferences.
- Hide and Snooze: gives listeners a break from tracks that aren’t resonating at the moment.
These options ensure that personalization enhances discovery without overwhelming the listener with unwanted suggestions, a balance central to Spotify’s approach to user agency.
ChatGPT integration: voice-friendly, conversational discovery
Spotify’s latest expansions include personalized recommendations accessible via ChatGPT, broadening reach across devices. Users can ask for mood-based playlists, such as, “Play something relaxing for my Sunday brunch,” or request new Quebecois pop artists—demonstrating how conversational queries can surface relevant content in familiar, natural language.
Behind every playlist: human curation meets technology
Spotify emphasizes that discovery remains human-centered. A team of music and culture experts, sound editors, and storytellers guide user experiences to be inclusive, diverse, and culturally rich. Nyhan underscored that technology should be a creative partner, not a replacement for human insight. This collaboration is designed to ensure that listeners encounter authentic connections to artists and stories that matter to them—and that creators reach the audiences most likely to value their work.
Commitment to choice and Canadian listening culture
At the heart of Spotify’s work is the belief that personalization should empower choice. Canadians and Québécois listeners can discover new voices and genres while keeping control of their listening journey. Whether it’s a daily mix for a commute or an audiobook to match a mood, Spotify aims to learn from users without steering them away from their preferred tastes. The result is a more personal listening experience that preserves the joy of discovery and the freedom to steer one’s own audio path.
The impact on artists and the broader music economy
Spotify’s innovations support a robust ecosystem for Canadian artists. With a vast catalog of songs, podcasts, and audiobooks, the platform continues to connect artists with listeners who are most likely to engage and appreciate their work. In 2024, Canadian royalties on Spotify surpassed CAD 460 million, underscoring the platform’s role in supporting creators across the country and beyond.
As Elevate Festival wrapped up, the message was clear: Spotify is redefining listening by blending powerful personalization with deliberate choice, guided by human curation and creative collaboration. It’s a model designed to help every listener find the right moment, the right sound, and the right story—one personalized moment at a time.
