Spotify vs. SoundCloud, TikTok Series, Snoop Dogg’s New Platform Shiller

1) Spotify vs. SoundCloud: New Vertical Feeds in Music Streaming

SoundCloud and TikTok are battling head-to-head in their approach to vertical content on music streaming platforms. Some of the top artists in the rap and indie scenes, such as Lil Uzi Vert and Clairo, began their musical careers on SoundCloud due to their user-friendly uploading features and high discoverability. In an effort to innovate artist discoverability on the streaming platform, SoundCloud is in the process of beta-testing with select users a new AI-powered vertical discovery feed.?

The vertical feed will be split into two tabs Discovery and Following, similar to TikTok’s For You and Following feeds. Every piece of suggested content on the Discovery tab will include a brief explanation for users of why it was suggested, such as “Because you follow/like [artist].” This feature also emulates TikTok’s For You feed since they both suggest content followed or shared by friends.

The vertical feed in SoundCloud presents the perfect opportunity for listeners to engage with content through liking, commenting, and sharing. Unlike other streaming platforms, users may comment on audio content released on SoundCloud. The comment feature on SoundCloud now being more accessible via the vertical feed formatting. Discovery is brought to new heights with the new vertical feed.

Spotify also announced similar TikTok discovery feeds for users at their recent Steam On event in Los Angeles. Audio snippets paired with hashtags are available for vertical scrolling on Spotify’s curated playlists such as “Today’s Top Hits” and “Rap Caviar.” Users may scroll through recommended content while still listening to their music and tap cards to view more. The “Like” and “Add to” functionalities have been combined into the Plus (+) button so users can save content recommended from their vertical feed. The introduction of vertical scrolling on Spotify also creates a new advertising space for brands on the streaming platform beyond ad breaks on podcasts or between songs. Vertical scrolling is currently only available to Spotify Premium users.

Spotify has expanded its streaming experience for users to also include a new AI DJ which can be accessed at the top of users’ vertical Music feeds. AI DJ is powered by OpenAI to further personalize song streaming recommendations for Spotify users. Song suggestions via the AI DJ consist of a mix of old favorites and new related content. The more a user utilizes the AI DJ tool, the more accurate recommendations will become. Spotify’s AI DJ works similarly to their new Smart Shuffle too, which was also announced at their Stream On Event. When activated, Smart Shuffle adds new recommended songs to the user’s playlists as indicated by a sparkle icon.?

Spotify’s dedication to developing a personalized user experience is well demonstrated by all their new features announced at Stream On, but will they prove to be useful tools or additional clutter to their state-of-the-art platform? TikTok’s influence and revolutionary algorithm may be applicable to advancing Spotify and SoundCloud’s independent missions, but beta-testing may show otherwise.

2) TikTok Goes Premium with TikTok Series

TikTok is on a roll with new monetization programs for creators on their viral platform. TikTok Series is a premium version of Collections on TikTok in which creators release exclusive content behind a paywall they set themselves between $1 and $190. Series may be purchased by viewers directly from in-video links and via creator profiles. Creators may apply for the Series monetization program in the coming months. For now, only a select number of top creators are able to release Series.

TikTok is also extending the length at which creators may produce videos, limited currently to Series only. Each Series can consist of up to 80 videos with each being at most 20 minutes long. TikTok Series not only seems to be a promising monetization solution for creators but perhaps also a leg up for the platform against top streaming platforms like Netflix. Fans will be able to binge-watch paid niche content from their favorite creators via Series. Will there be a cultural shift from consuming content from streaming services to social platforms?

3) “Token-Gate” Content with Snoop Dogg’s New Platform Shiller

Reigning from the LBC, Snoop Dogg himself is pioneering the creator economy on Web3. West Coast legend Snoop Dogg partnered with technology entrepreneur Sam Jones to develop Shiller, a new social app where creators can monetize content, go live, and share Feature Merch and NFTs. In order to view gated audio and video content, viewers must pay using social tokens. Creators may cash out virtual tips and gifts earned through Shiller in fiat currencies.

“This app truly provides a platform for creators to reach their fans in unique ways and monetize their own content. As ya’ll know, I’m always about engaging my fans directly on my own terms and Shiller is perfect for that.” - Snoop Dogg

The platform is determined to make waves in the live broadcasting industry and social commerce. The official Shiller press release highlighted that the social commerce gross merchandise volume exceeded well over $400 billion in 2022 alone. Creators are empowered by Shiller to connect with their “tribes” not only through creating exclusive tokens and digital passes but also through live engagement features such as voting, games, and more. Shiller is set to release in April 2023 and has an “army of approved creators” to kickoff the innovative Web3 platform, but creators interested in joining Shiller may submit an application of interest before the release.