Why Spotify acquired song guessing game Heardle

Spotify on Tuesday acquired a song guessing game that could help fans discover music and spend more time on the platform.

Based in New York, Heardle is a game in which players have six chances to guess the name of a song. With each wrong guess, more parts of the song are revealed. The game, founded last year, has already been enjoyed by millions of fans, according to Spotify, which did not disclose the financial terms of the deal.

“We’re always looking for innovative and playful ways to enhance music discovery and help artists reach new fans,” said Jeremy Erlich, global head of music at Spotify, in a statement. “Since its debut, the game has quickly built a loyal following and aligns with our plans to increase interactivity across the Spotify ecosystem.”

Spotify has expanded the content and features on its platform to go beyond its roots as a music streamer. Over the years, it has acquired podcast companies, developed its own original podcasts, and created its own podcast hub in downtown LA. On Tuesday, Spotify said it is expanding the ability for podcasters to release a video version of their podcasts in countries like Italy. Brazil and Mexico.

The Swedish-born audio company has also acquired businesses including audio book distributor Findaway and Betty Labs, creator of live audio app Locker Room.

“We saw the potential to be much more than just a music company. By leveraging what we’ve learned and all the technology we’ve built – in music and in other industries – our ambitions have become much bigger,” said CEO Daniel Ek in his remarks at the company’s recent investor day Month.

Ek said that Spotify aims to be the world’s leading platform for creators – “a place where artists and writers and labels and publishers, studios and creators can come and manage their businesses,” which also gives Spotify the opportunity to attract more listeners.

Ray Wang, senior analyst at Constellation Research in Palo Alto, said playing Heardle helped him remember old songs he’d forgotten, like New Order’s “1963,” and he believes Heardle helped will help improve music discovery on Spotify.

“It brings back the ‘Name That Tune’ experience,” Wang said. “You make a guess, see an artist you haven’t heard from in a while, and spend more time on Spotify.”

Spotify has 422 million users, including 182 million subscribers.

https://www.latimes.com/entertainment-arts/business/story/2022-07-12/lat-et-ct-spotify-heardle Why Spotify acquired song guessing game Heardle

Sarah Ridley

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