Spotify to look more and more like TikTok

Through Spotify’s Stream On event, CEO Daniel Ek has unveiled the platform’s new design and, coincidentally, it looks a little too much like TikTok.

The new update is based, above all, on making the home screen the key point of the application, which will mean a greater level of ease for the user when it comes to discovering new music. The design, focused on the consumption of images and videos, will allow infinite vertical scrolling, similar to TikTok or Instagram (reels).

Joe Hadley, Spotify‘s global director of artist and audience partnerships, says that “trying to market music on digital platforms that are not designed or intended for music is exhausting and ineffective”.

So, in addition to encouraging artists to create audiovisual content, changes to Discovery Mode have also been implemented to give rights holders the option to accept reduced rates in exchange for improvements to the algorithm.