Spotify Duels Concept
The Spotify Duels concept takes a popular music industry "rivalry" and turns it into an immersive, interactive social battle.
The underlying goal of the concept was to create a unique feature for a music app that would further increase Spotify's already-strong social features. The means by which the Duels concept seeks to do this is to ceate an on-going, dynamic feature event that relies on user listenership (and subsequent sharing and rallying amongst fellow fans) to determine the ultimate winner of the Duel of the week.
Duels concept taps directly into the power of fan culture with an aim to increase time spent in app and social sharing amongst fellow fans, with a built-in sense of urgency, excitement, and anticipation.
Out of all of the leading music apps, Spotify has the strongest, most-utilized social features, but there is certainly room to make them robust.
