Spotify is coming for your perfectly curated playlists with Niche Mixes
Finally, there is a custom “Meme Mix” on Spotify.
Today (March 28), the streaming giant launched “Niche Mixes,” its latest attempt to recommend more music to users. Every day Spotify will now serve you five to 10 playlists organized by wacky themes like “Angry Whistling” and “Egg Punk.” What does “Egg Punk” mean? I have no idea.
To access these Niche Mixes, click on “Search,” tap “Made for you,” and scroll down to “Your Niche Mixes.” My Niche Mixes include “Aggressive Heavy,” which features a combination of artists I’ve never listened to (Slayer, Slipknot, and Poppy), and “Dark Moody,” which appears to be more in line with my typical listening habits.
Niche Mixes come after Spotify unveiled a new video-forward home screen that features snippets of songs, audiobooks, and podcasts and an AI DJ that also distributes algorithmically generated recommendations to users. It’s part of Spotify’s effort to double-down on being the go-to destination to discover new content.
You can also search for custom Niche Mixes based on the “activity, vibe, or aesthetic that describes the moment you’re in” by adding mix to a search term. Some Niche Mixes that came up from various searches include “Goblincore Mix,” “Murder Ballad,” and “Extreme Pirate.”
However, the new mixes detract from some of the fun of the platform. I would hate to see users relying on Spotify’s Niche Mixes instead of creating their own hyper-specific playlists. Previously, you might search a particular mood and be greeted by dozens user-generated playlists. User-generated playlists are at the center of modern music consumption and sharing. As a fellow user, they remind me that every silly little feeling I have someone else has had, too — and they’ve already chosen the perfect Taylor Swift song for it.
Personally, I would rather my abstract Spotify searches yield a playlist created by a 16-year-old girl than an algorithm.