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Spotify Launches New Playlist Time Capsule Feature



Spotify is known for its innovative ways of interacting with its users. This year, Spotify is launching something new. In the first week of 2023, they launched a unique in-app experience called "Playlist In A Bottle" designed to capture listeners' music tastes and revisit them at the end of the year.


To utilize the feature, go to spotify.com/playlistinabottle and from there, you can choose the time capsule of your choice. There are a variety of options from a teddy bear, jean pocket, bottle, lunchbox, or gumball machine. Spotify will ask you a series of song-inspired prompts and after you answer the questions, you seal your time capsule and digitally send it off. Come January 2024, you can revisit the time capsule to view how your music taste changed over the course of a year.


With the great success of their interactive yearly wrapups, Spotify continues to push the envelope with this new initiative. This is a prime example of Spotify's incredible marketing and here are some important marketing points:


  • Nostalgia-focused (who doesn't love a throwback?)

  • Keeping users in-app

  • Separating themselves from their competitors

  • Unique idea

  • The hashtags #PlaylistinaBottle and #Spotify have started to trend on social media platforms already, as people share their time capsule completions. Spotify makes beautiful graphics easy to share on social media, which signals a proud community.


The playlist feature is available in 27 different countries and can be done through Android and Apple mobile devices. You can create your playlist time capsule until January 31st. Don't wait until then to create your own time capsule and miss out on another fun trend at the end and the start of the new year come 2024.


Written by: Jay Guevara. @justinhisprime on all social media.


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