June 2019 assorted links
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But a more careful look into Spotify’s history shows that the decision to define audiences by their moods was part of a strategic push to grow Spotify’s advertising business in the years leading up to its IPO—and today, Spotify’s enormous access to mood-based data is a pillar of its value to brands and advertisers, allowing them to target ads on Spotify by moods and emotions. Further, since 2016, Spotify has shared this mood data directly with the world’s biggest marketing and advertising firms.
Indeed, Spotify seeks not just to monitor and mine our mood, but also to manipulate future behavior. “What we’d ultimately like to do is be able to predict people’s behavior through music,” Les Hollander, the Global Head of Audio and Podcast Monetization, said in 2017. “We know that if you’re listening to your chill playlist in the morning, you may be doing yoga, you may be meditating . . . so we’d serve a contextually relevant ad with information and tonality and pace to that particular moment.”