AI-generated editorial illustration – not an official Spotify photo
One of the most promising aspects of Spotify’s new Messages feature is its potential impact on artist discovery. By keeping recommendations inside the app, listeners are more likely to explore content immediately, rather than getting distracted on external platforms.
Independent artists, in particular, may benefit from this feature. Word-of-mouth sharing remains one of the most powerful marketing tools in music, and Spotify has now created a built-in channel for it. If friends are recommending tracks in real time, this could translate into increased streams and visibility.
“Independent artists, in particular, may benefit from this feature. Word-of-mouth sharing r…”
The challenge, however, lies in adoption. With WhatsApp, iMessage, and Instagram already dominating music sharing, Spotify must convince users that its in-app conversations add unique value. Without strong integration into user habits, Messages could become just another unused tab.
For Messages to succeed, Spotify should tie the feature directly into its artist tools—analytics, promotion, and fan engagement—ensuring that discovery is not just casual but career-changing.
