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Spotify: podcasts will be part of the new context

Spotify is incorporating podcasts into its huge database of songs. Here’s from Spotify’s Thursday update:

“For the first time, Spotify is adding video clips and audio shows to the music mix. We know there are times in the day you want to switch between music to catch up on the latest news, listen to your favourite podcast or simply watch something fun. And with a stellar range of entertainment to choose from there’s something for everyone. Spotify will suggest video and audio shows for you to watch and learn what you love.”

Fast Company has a related post that quotes Spotify CEO Daniel Ek as follows: “If we truly want Spotify to be the sound track of our lives, we need it to be able to deliver the right music based on who we are, what we’re doing, and how we’re feeling.”

This is called “context” or “contextually aware” playback, and podcasting will be part of it—Spotify figuring out what you are doing and offering you appropriate tunes, audio, and video at that moment. It all started rolling out on Wednesday to iPhone users in the United States, United Kingdom, Germany and Sweden, according to Spotify’s release, “with more markets and platforms to follow in the near future.”

The Verge lists some partners in this rollout: they include TWiT, Slate, TED, WNYC, and RadioLab.

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