Have your Sunday dreads ever given way to “nervous Ocean Monday mornings”? Does the weekend actually start on Friday, or on a “wild and free chaotic Thursday afternoon”? How should one dress for a “Paranormal Dark Cabaret Evening”?
Those strange strings of words are the title of “Delists,” a new offering from music-streaming giant Spotify. The feature provides users with three new algorithmically generated playlists a day, each with a hyper-specific title that practically begs to be screencapped and posted.
The often shocking headlines have recently captured social media attention, giving the service new popularity nearly four months after its September debut. In post after post, users are marveling at the live viewing capabilities of this feature.
“Spotify called me out a bit with this delist,” said one X user. wrote Of his own playlist. Its title: “Midwest Emo Flannel Tuesday Early Morning.”
Another described feeling “personally bullied” by Spotify after it introduced a collection of songs titled “Tailspin Self-Sabotaging Monday Afternoon”.
So who is responsible for the strange titles? Spotify users who have been happy with three daily servings of word salad may be surprised – or, as is likely, not – to learn that the playlist names are generated by AI.
“Spotify uses machine learning to bring together the thousands of descriptors that create unique playlist names,” Molly Holder, a senior product director at Spotify, said in a statement. He described the tone of the titles as “highly personalized, dynamic and playful”.
Ms Holder said the team behind these quirky playlists includes data scientists and music experts who identify music descriptors based on genre, mood and themes which are then “combined through methods such as music expert annotations, sound similarity and trends.” are linked to a specific track.”
Ms. Holder wrote, “The way we see it, titles give users an entertaining way to express their unique audio identity.”
Generally speaking, users have been taking the titles seriously.
“It seems like Spotify created these music genres,” said Chelsea McInnis of St. Louis.
Ms. McInnis, who works in marketing and has been an avid user of Spotify for the past 10 years, said she started using the delist feature in September. She checks it three times a day.
“My morning title is completely different from my afternoon title, which is completely different from my evening title,” Ms McInnis said. “And it’s absolutely fun to see what it spits out at me.”
The Daylist is based on the popularity of Spotify Wrapped, a year-end look at a user’s personalized listening history, which debuted in 2016 and has since become a part of the social media calendar. Spotify Wrapped, which packages listening data like a user’s top artists or most-listened-to music genres and presents it in shareable formats tailored for Instagram, joined “Sound Town” last year. , a feature that provides users with a special convenience. The city in the world where other people are also listening to the same music or artist.
The delist appears to be in line with Spotify’s broader strategies around hyper-exclusivity. According to Ms. Holder, four out of five Spotify users cited the platform’s personalized offerings as what they love most about the brand.
But a playful brand voice can be a dangerous proposition for corporations, who risk offending consumer sensibilities with each cheeky ad or shameless tweet. With great brand identity also comes great responsibility.
“I found ‘Fun Purim Thursday Morning,'” said Shayna Weiss, senior associate director of the Schusterman Center for Israel Studies at Brandeis University. “I was like, ‘What does this mean?’ Purim is a fun Jewish holiday, but that was the strangest way to describe the early morning musical atmosphere.
Dr. Weiss later found an afternoon playlist titled “Witchy Ethereal Tuesday”, to which she said, “What does it mean – that I hear forests?”
Of course he shared it on social media.
Kyle Stanley, a doctoral candidate studying digital and media popular culture at Louisiana State University, started using Spotify a year ago after seeing his friends share Spotify Wrapped.
“Marketing on Instagram attracted me,” said Mr. Stanley, who was previously an Apple Music user.
Mr. Stanley shares his delist on his social media almost every day, sometimes using the more private Close Friends feature on Instagram depending on how cluttered the caption is. He attributes Delist’s popularity on social media to the way music allows for a more profound understanding of a person.
He said, “Getting a little more in-depth about your personality than just once a year, and putting out this curated playlist with a fun title multiple times every day, it draws people in and makes them want to listen to it.” Inspires to be a part.” Said.
Mauricio Godoy, who lives in Brooklyn, started listening to his personal daily list on Monday after seeing other friends share theirs on social media. The title of their delist at the beginning of the day was “Shoegaze Indie Tuesday Morning” and their afternoon title was “Post-Punk Far Out Tuesday Afternoon”. He said he was waiting to see what the title of his evening’s delist would be.
“I remembered how the mixtapes always had a quirky title,” Mr. Godoy said, “and when you pulled out your burned CD playlist there was always a funny title that caught your attention. I think these Delist titles are doing a similar thing now.”
madison malone kircher Contributed to the reporting.