Spotify Introduces Niche Mixes Playlists — How They Work

Spotify is introducing a new kind of mix playlist called Niche Mixes. Here’s how it works:

Spotify already has what it calls personalized mood mixes, but it also features mixes of decades and genres for listeners. Spotify now says it’s expanding its mix playlist family with Niche Mixes, a set of personalized playlists that combine everything else. Think of it like One Ring, one playlist to rule them all.

Ready to give it a try? Here’s how to access niche mixes on your Spotify account:

1. go to made for you hub on search tab.
2. Spotify shows mixes from 5 to 10.
3. Search for what you want and put the word “mix” at the end.

Spotify suggests mixes like “Feel Good Morning Mix,” “80s Running Mix,” and “Night Time Mix.”

This is an interesting feature aimed at giving users granular access to their music, but it’s also a powerful data collection tool for Spotify. Let’s say you make a mix of her running 80’s and you start liking the songs on that mix. Spotify knows he wants to listen to 80s music while you run. I also sometimes suggest those songs to other people who want the same thing in their mix. The data training possibilities behind this feature are endless, so it makes sense that Spotify would implement this feature.

At Spotify, we don’t just want to give you music, we want to know why you’re listening to it. Are you driving? running exercise? cooking? Having a romantic date night? All of these clues provide data about you that Spotify sells to advertisers to help them understand more about your life.

If the algorithm knew you were always running at 6am listening to your favorite hip-hop playlist, Spotify could better serve you ads that you are more likely to interact with. Providing context for playlists beyond just the ideas Spotify generates is highly personal and valuable in the world of data.