Spotify's global editorial head talks AI DJ, playlists, Gen Alpha and more in an interview. Sulinna Ong has led Spotify through recent tech shifts.
By the mid-2010s, the power of the playlist — the Spotify playlist to be exact — loomed large in the music business: Everyone knew a spot on Rap Caviar could mint a rap hit overnight; a placement on Fresh Finds could induce a label bidding war; and a lower-than-expected ranking on New Music Friday could ruin a label project manager’s Thursday night.
But around 2018, editors made their first attempts to bridge human curation from our flagship editorial playlists with personalization engines. 2018 is the year when the technology arose with personalization and machine learning to open up these possibilities. At that time, we started making more personalized playlists where the tracks fit with an overall mood or moment curated by editors but varied for each listener — like My Life Is A Movie, Beastmode, Classic Roadtrip Songs.
Daylist, for example, is very ephemeral. It only exists for a certain amount of time. The appeal is in the title — it also really resonates for a younger audience. Early on, we understood that editorial expertise around the world is really valuable, and it was needed to set us apart. So we have editors all around the world. They are really the music experts of the company. They are focused on understanding the music and the cultural scenes where they are.
What are you seeing with Gen Alpha so far? I’m sure many of them are still on their parents’ accounts, but do you have any insight into how they might see music differently than other generations as they mature?
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