A Value Proposition for Spotify’s Blend Feature

For any product marketing launch to be a success, product marketers need to understand the product or feature’s value proposition.

To craft a value prop, first define the customer, problem, solution, and differentiator. Then put it all together into a cohesive statement.

I tried this approach out below for Spotify’s Blend feature.

Our customer: Who do we want to use Blend?

Blend’s intended users seek out connection with people through music. They find delight in uncovering commonalities with new friends and old. Some of their friendships were sparked and deepened when they bonded together over music. When they think about how to discover new music, they wonder what their friends are listening to. They love sharing their playlists with friends and receiving their friends’ playlists. Sometimes they create custom playlists specifically for their individual friends. 

The problem: What problem are we solving for the customer if they use Blend?

These users are looking for easier but still intimate ways to share their favorite music and discover their friends’ favorite music. They’re frustrated with the time it takes for them to decide which of their playlists would be perfect for a specific friend and the even more time it takes to create a custom playlist. Sometimes they cringe remembering a playlist they made for a friend a few years ago because back then they loved pop punk but today they love Latin house—their music interests have changed with time. They wish there were a better way to exchange playlists.

The solution: How does Blend solve their problem?

Blend merges users’ musical tastes so they’re able to instantly access a multi-user personalized playlist. No longer are listeners struggling to find or craft the perfect playlist to send to their friend. The playlist is made just for them and constantly updates based on what users are currently listening to. Now there’s an easier—but still intimate—way to connect with friends over music.

The differentiator: How is Blend different?

This isn’t another playlist. It’s a timeless personalized social listening experience. And with feature enhancements like taste match scores, shareable data stories, and cover art, it makes bonding over music with others feel like a delightful discovery. 

Putting it all together into a value proposition statement

For people who seek out connection through music and delight in discovering new tracks and genres, Spotify Blend merges two friends’ musical tastes into a playlist that’s meant to unearth the two listeners’ common ground.

Unlike a traditional playlist, Blend offers friends the ability to instantly create a multi-user personalized playlist. Instead of a playlist that becomes irrelevant over time, Blend’s playlist constantly updates based on what users are currently listening to. It is always creating new ways for people to bond and discover.

This makes for an experience that brings people together while enabling them to discover new music forever.