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  • Hum?

  • Where are we?

  • Oh, we're on the terrace right now at Spotify jamming out to some music.

  • Correct.

  • This is me, in my natural habitat, vibing to music.

  • It's not uncommon to see other people in this office doing this same exact thing.

  • The days of buying CDs, creating mixes to your car have been replaced.

  • With music subscriptions.

  • I listen to Spotify.

  • Spotify.

  • I like the Spotify playlist.

  • To me the most intriguing addition to the world of digital music is the curated playlist.

  • Ones that professional make to appease various audiences.

  • All major stream services have playlist editors of some sort.

  • My colleague Reggie Ugwu wrote a sick piece about them last year.

  • A series of songs can speak to a person's mood, culture, community,

  • and if done right, they can attract a lot of followers.

  • So I decided to head to the Spotify headquarters, in New York.

  • Talk to an editor, someone who professionally makes playlist for a massive audience.

  • Alright, now we'll check it out.

  • Alright, so we're inside the Spotify headquarters.

  • Nice to meet you.

  • My name is Athena, I'm an editor here at Spotify.

  • Let me show you around.

  • This is kitchen 2. - How many kitchens do you have?

  • A lot of my day revolves around listening to music.

  • My particular focus is around emerging music, new artist,

  • trying to help them grow and find spots for them,

  • expand the audience.

  • My hope is that they don't really recognize more than two or three names at most

  • so the artist change every week.

  • And a lot of them are unsigned.

  • And I'll listen to a thousand songs every week,

  • so we can make this playlist and has over five hundred thousands followers in it, all emerging artists.

  • The people that you find, like is there a way that they actually make money

  • from being put on Spotify?

  • Many artists tell me that they quit their day job,

  • they've got signed because ANR heard them on Spotify.

  • I'd wanna help artists make living off of their music and find new fans

  • and that's like the most fulfilling thing.

  • So how do you get this job?

  • I've been a musician like my whole life,

  • I was classically trained violinist.

  • In college, I moved into this kind of known for being a queer friendly house

  • that's kind of where I got my first experience really

  • sharing music with others.

  • And after I graduated there, I realized that I want to do that like

  • on a bigger scale.

  • Athena's job is like a dream, she just find the spot in the office,

  • sits there and listens to music.

  • So that's exactly what we did.

  • We listened to new music, we talked about old music.

  • Hearing the music for the first time in like a long time,

  • is like such a cool feeling.

  • "Damn, what's that song?" and then you're hearing it, you'll like

  • Got it!

  • Never letting the sh*t go again!

  • We talked about Timberland, naturally.

  • Shout out to Timberland.

  • How do you personally find music?

  • Every way possible

  • Going to shows, like people email me all the time, artist, management.

  • Do people still send CDs?

  • They love sending me vinyls so I mean, I love vinyl.

  • You know that cool thing that shows related artists from

  • the artist you are currently listening to

  • well that has a lot to do with human and technology working together.

  • We have technology that helps us crawl the web

  • and read how people are talking about certain artisan groups

  • and that helps us figure out like what's related.

  • I'm gonna listen to my music everybody alright.

  • When you're creating a playlist, does it matter what order it goes in?

  • Completely.

  • Really?

  • Yeah, we're obsessive about that.

  • People are gonna listen to on shuffle

  • but like transitions as an editor are very important,

  • everything has to flow and be a mood together.

  • So Athena actually spearheaded this year's LGBTQ playlist for Pride,

  • I mean music always play a big part in culture identity,

  • but it's really cool to see it integrated into playlist.

  • What I really want to do was empower the LGBTQ community,

  • tell their story in their own voices,

  • and so this year what we did was, in addition to this Spotify curated Pride playlist.

  • We went out to a number of artist, activist and influencers

  • and other kinds of people.

  • We asked them to curate us a playlist.

  • That was really important to me to allow as many different voices as possible.

  • So making playlists is fun.

  • I think we knew that.

  • But on a mass scale I think it need to speak to the audiences current state of mind

  • and sometimes how do I identify.

  • There's a whole lot of different playlist representing different people,

  • we're always trying to make more playlist that speaks to different audiences.

  • I know because of my own unique experience that it's really important that we make sure

  • that all voices are heard.

Hum?

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A2 US spotify playlist music athena artist editor

I Create Spotify Playlists For A Living

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    李依庭 posted on 2017/08/23
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