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Spotify: The Coaching Music Brand

I haven't written a lot lately (very busy with the chatbots.org, but those who have followed me since 2005 and have read my book, will recognize many trends reinforce my predictions of five years ago.

Here's an example:
Spotify. A coaching music brand in its early days. For 9,99 a month, you have unlimited access to ad-free music. Connected to your friends through your Facebook account. My 2004 prediction was simple: it would not longer be about possession of music, but people would pay in the future for the right to play music.

Future Vision by Erwin Van Lun on this article

What will happen in the coming five years? Brands like Spotify will respond to our emotional reaction. They will notify how our movements will change, our tone of voice, our facial exppression. We don’t have to rate music any longer, our feedback is fully clear.

And from there, music coaching brands will feed us with music we need: which will change our emotional state. And that’s where the word ‘coaching’ comes in. The decision to select music for a particular person, on a particular moment, or a particular place, is not very simple. It’s not about selecting the persons favorite song. Being happy might not be the best mood to move to about the funeral of a family member or bad news at work. Or maybe, it is. Coaching is about understanding an individual.

So even though people think this is where it’s all heading to, it’s actually just the beginning…

Update: 2019: the widget is no longer available

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