The Pop Corporation

So, Spotify – problematic but we all use it – have an announcement or two to make. Most of what they have to say is magnificently dull and will only interest industry writers and tech journos, but there is something in there that will prick up the ears of DJs. You’ll note there was no apostrophe in DJs there bar sign writers and flyer designers. Just sayin’.

Spotify have launched a new AI feature (we’re hearing a lot about AI at the minute, and honestly, it’s not going to let-up so you may as well strap in and start thinking about it in a broader sense) called ‘DJ’ and they say that it basically a thing to make for a better listening experience for you. Is it that different from the ‘Radio’ feature? Well, mostly, we suspect some consultants were brought into Spotify, paid a hilariously large sum of money, and then told Spotify that ‘DJ’ was a sexier word than ‘Radio’ and that’s how the whole thing started. Think of it like restaurants when they stopped saying ‘coleslaw’ and instead, used ‘slaw’, because that’s gonna fool everyone into think a whole lot of white cabbage is something to get excited about.

Anyway, Spotify’s DJ feature will deliver a curated selection of music alongside AI-powered spoken commentary about the bands and songs you’re into, and Spotify have assured us (because we’ve not tried it yet) that it is a “stunningly realistic voice.” Jesus.

So what’s the bright idea? Well, Spotify reckon that this whole thing will get to ‘know’ users so well that the ‘DJ’ can ‘choose’ what to play for you. An AI DJ there, basically suggesting stuff via the algorithm, which sounds fine, but it’s always a bit suss when a company who favours larger acts monetarily and thinking they won’t do the same with the AI when you want some suggestions. Remember Apple thinking their customers would all want a free U2 album? Again, on the face of it, quite nice – but in reality, a whole load of people yelling ‘HANG ON A MINUTE!‘

This AI DJ will be good for those listeners who are, let’s say, more passive when choosing choons, but for the nerds (hi there!), it’ll probably be something that just takes up a bit of memory on your phone. Anyone reading this site is invariably coming down with hundreds of specially made, agonised over playlists they’ve done, which they’re insanely proud of and DON’T YOU DARE HIT SHUFFLE ON THAT!

The OpenAI-powered DJ is in beta-testing still, but it’s available in some places. What places? We don’t know. Switch your phone on, have a look, and if it’s there, you’re in one of those places.

Will this replace DJs in bars and stuff? Any bar thinking that is on the foolish side, given that an AI DJ won’t be able to read the room, do shout outs for Rebecca’s birthday, tell some geography teachers on half-term the reasons why you won’t be playing Oasis in the middle of a Hip Hop set, and certainly won’t alert the bouncers to that creepy guy who has been weirding out those girls trying to have a dance. However, with Spotify Wrapped and Radar, it’s not like Spotify don’t know how to make their own products go viral and be enjoyed by most users.

It seems like the more you engage with this AI thing, the better it’ll be. If that sounds like your bag, cool. Let’s just hope it isn’t one of those marginal flops that Spotify end up relentlessly pushing to people who don’t use it, like all the social media companies pushing TikTok-esque features when not everyone actually wants to upload videos of themselves.

Head to your Music Feed on the Home page and there should be a DJ option there now or soon, if you want to dick around with it and see if you like it.