Spotify's live audio app is no longer active, but the company is using technology to better connect fans and artists through its Listening Party feature. This feature allows highly engaged fans to join events such as an artist's album release with opportunities to ask them questions.
The company confirmed to TechCrunch that it has been testing this feature in the United States and Indonesia since December 2023, with plans to expand to more markets.
“It's still in the early stages but we've been testing a few artists over the past few months including Zara Larsson and Bleachers,” a Spotify spokesperson said.
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The listening party is listed under the Events section of the artist's profile. Spotify said that while a band's top fans typically receive a specific invitation, any Spotify Premium user can join the listening party through the list. The company did not specify what type of user is considered a top fan besides people who have “demonstrated an affinity with the artist over time.”
Since Spotify uses real-time audio technology, fans can request to go “on stage” during a session to interact with the artist. Additionally, each listening group has a live chat room during the event.
The feature allows fans to shop the latest merchandise from artists while streaming music alongside other fans, the company said. Last year, the company launched an in-app Merch Hub, giving fans personalized recommendations to purchase stuff from different artists.
Notably, Spotify has a group session feature to listen to songs with your friends. Now trying to combine parts of group listening and live audio interactions with group listening.
Over the past few years, the company has also tried to cultivate direct interaction between fans and artists through merchandise sales, events and ticketing.
