Tension: Humans bond in multiple different ways. Sharing our music tastes with each other is an extremely common method because it reflects our personalities, social values, and life experiences. Unfortunately, there isn’t a space for our unique music personalities to live and interact with others. Spotify is largely a solitary experience.

Solution: Spotify will add more social functionalities to provide more opportunities for users to build stronger or even new relationships through music through an extension called Spotify Harmony.

Idea: Less Talking, More Listening

Partner: Kate Farqharson

Creative Strategist