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Summary:

Subscription media services are rapidly seeing consumers build up libraries in their rental ecosystems. But, as they become more popular, operators must keep it easy for users to go back to the content they love and pay for.

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The album is dead, long live the playlist – the new primary container unit of music consumption.

iTunes Store’s disaggregation of the album in to its individual parts long ago allowed listeners to reassemble those parts to their own, not artists’, preference.

In fact, there is no more apt an emblem for how our generation can now curate and remix content of all kinds for itself than the music playlist.

It is the emotional currency of this construct which music services like Spotify hope to tap to drive up consumption. By enticing users to invest in creating dozens of personalised playlists, which cannot be exported to rival services, Spotify hopes listeners will ascribe to it enough value that it becomes difficult to leave its ecosystem.

It appears to be working. CEO Daniel Ek recently said Spotify users have created more than 700 million playlists, websites like ShareMyPlaylists exist to list thousands of them and Spotify’s in-app search results now also return users’ playlists.

But is this playlist-centric music universe pre-destined to be the best means of consumption today and going forward?

I’m declaring Spotify playlist bankruptcy. Now up to 102 playlists after three years, my Spotify is exceeding its ability to organise my music.

The problem is, Spotify considers the playlist the primary and virtually only organising structure for the music I play. Yet much of that music defies such suitable description…

In Spotify, playlists are not just a custom means to structure a mixture of tracks assembled by myself or others, like mixtapes of old – they have also become the pretty much only way to easily bookmark a favourite album for future playback. When I want to shelve such albums – let’s say, R.E.M.’s Reckoning or The Decemberists’ The King Is Dead - for later, I have to create a “playlist” to house their contents.

That’s an anachronism. The result is, my Spotify application contains both structures that I consider playlists (curated selections, for particular moods or periods) and structures that Spotify considers playlists but which I consider albums.

There they sit – in one long, unwieldy list – on the left side of the app window, beneath a new array of dozens of Spotify’s in-app apps. They cannot be separated from each other nor nested within each other. I can no longer distinguish the music I have programmed for particular occasions, like house parties, from some of the classic collections that I love so much because of their artists’ composition, not mine.

Sure, Spotify’s Library provides a centralised location for all the music I have starred – albums included. But  they nestle together with all the individual tracks I have ever starred or placed in a mix playlist – album collections are lost among my Library’s 2,458 listed tracks.

Three years after adding music to Spotify, the application is the best route to a universe of millions of tracks. But it is beginning to out-do its own capacity just to help me find the music I have loved along the way. The more I use Spotify, the more chronic the issue is likely to become.

Perhaps I am simply from a time before today’s generation, which supposedly wants to curate everything for itself. I often do that, too; it’s one of the main reasons I use Spotify. I’m ready to ditch my CD collection. But that would be more palatable if Spotify had a more intuitive language for expressing my cloud-based equivalents. Spotify should not overestimate society’s preference for personalised playlists over already-curated cultural units.

I call for one simple thing – the addition of a navigation architecture that more visibly represents the album. This would not undermine Spotify’s playlistcentricity; albums would still exist as, essentially, “album playlists”. But they should be distinct from mix playlists. I seek an in-app “shelf” to which I can drag my favourite collections.

The new wave of subscription content access services in all media – music, movies, TV and more – should remember that, if they become successful, they may need to scale their interfaces as well as their businesses. Else, consumers may become lost in a sea of choice.

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  1. Yep, that is exactly why I chose Rdio over Spotify after giving them both a good run. I don’t care for playlists, and still prefer to listen to full albums, or choose tracks off of albums not playlists.

  2. Reblogged this on The Many (Mis-)Adventures of Kittu Pannu and commented:
    As someone who does not use Spotify but spends copious amounts of time creating the perfect playlists for every occasion, I find this post very interesting. I hope Spotify can either A.) change their playlists policy to make it more user-friendly and work more like a traditional playlist, B.) change the bookmarking interface or C.) make the “library” feature more dynamic and less crazy. As someone who has over 18,000 songs, I know organization can make or break your music libraries and playlists.

  3. Here’s my workaround: I have a Spotify folder creatively named “Albums.” It’s filled with — well, you guessed it. It reasoably approximates iTunes’ “Album By Artist” view, or (at the risk of revealing myself as an anachronism) my CD collection, which was founded in 1987 or so.

    Best,
    An Aged Spotify User Who Likes Albums Too

  4. Agreed. Streaming services (I use Rdio, but I imagine Spotify is similar) are good for on-off listening and custom playlists, but organizing a collection is a mess. In addition to organization by album, we need a way to organize by year, by date added, by number of listens, a rating system, comments, etc.

    Maybe we’re just old and the idea of a “collection” is itself outdated, but as it stands people like us are out of luck.

  5. This is absolutely the biggest downside to Spotify (followed closely by a smaller selection than on say Mog ie: no Pink Floyd).

    I miss the collection of albums I had in Napster and actually believe I listen to less music than I had before when I could browse albums and choose the one that suits the mood.

    It’s even worse on the phone app.

    The art of the album is being lost…

  6. Reblogged this on Enda Guinan | Social and commented:
    This author sums up exactly why I find Spotify a bit of an unruly, inelegant mess when organising music.

  7. This is one of the many reasons I don’t use Spotify. I find it cumbersome and clunky. As I have a huge library of music which is organised and I understand why should I waste time finding the odd album an setting new playlists on Spotify!

  8. Totally agree. All these companies should work with companies like Rovi to make the discovery experience better for their users.

  9. The technology has been in a bind to the art of music, not to say that this is bad, but really the art that roseaba to disks or CDs has changed.
    Before actually thought a lot the artistic design of the disks or CDs, not to say that this is not done now, but it is leaving a little aside for now buy a CDS is more an act of love than a necessity.
    Regards,
    Joe Hobbs – Recetas Faciles

  10. Not sure why you say they can’t be organized or nested. Nested folders do the trick for me, with a couple clicks hiding or revealing lists of playlists. I can even use the folders as “tags”, placing the same album in different hierarchies.

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