The challenge. Spotify was created to be a platform of discovery: to explore and embrace new music, and to bring listeners together. Their goal is to inspire users to listen to the world around them, and connect more directly through their application. How can we embed a social approach, that is personal and self-tailored? The feature needs to encourage users to share and discover music, and get people talking.
The concept. As self-proclaimed culture vultures (and poor sods in dire need of a holiday) we created WorldPlay, a feature which allows listeners to experience places through the music their communities listen to. Stick your nose into the niche back-alley beats of Nice or peruse over the small-town tunes of Lake Tahoe and share the peculiar findings with your own tribe.