Decoder with Nilay Patel Why Spotify wants to look like TikTok, with co-president Gustav Söderström
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Mar 14, 2023 
Gustav Söderström, Spotify's co-president and chief product and technology officer, shares insights into the platform's significant redesign. He discusses the shift towards a TikTok-like interface aimed at enhancing content discovery. Alex Heath, a tech journalist at The Verge, engages Söderström about the role of AI in improving user recommendations, the balance between user experience and business sustainability, and the challenges of adapting to artist needs in the evolving digital landscape. They also explore Spotify's innovative goals for content engagement.
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Spotify's Mobile Beginnings
- Gustav Söderström joined Spotify to lead mobile development when the company was small.
- Offline mode was a key innovation, requiring new licenses and technical solutions.
Org Structure Philosophy
- There's no universally perfect organizational structure; focus on what's important.
- Spotify prioritizes a synchronized approach, prioritizing simplicity over speed.
The Importance of Discovery
- Discovery is crucial for Spotify; users value finding new content.
- Auto-playing feeds are effective for evaluating content quickly through audio.
