MAKE EVERY SECOND COUNT
Creating a buzz around new music discovery by overcoming existing algorithms, inspiring Gen Z indie music fans to engage with unknown artists and support local talent.
My third year self-devised project was inspired by my love of independent music and the struggles many people have with discovering new artists.
Considering potential outcomes, creating a game-like feature for music discovery within the Spotify app was the optimal way to promote new music - with over 640 million active users worldwide [Statista, 2024], it would have considerable impact without requiring the consumer to even leave the house. The possibility of ‘discovering the next big thing’ gives users, especially existing fans of smaller artists, an incentive to carry on ‘playing’.
I created a platform called Spotlight, tackling the target consumer’s struggle to find new artists by offering a more interactive and personalized approach than traditional algorithms; instead of relying on passive recommendations, users are able to filter what they want to see, making music discovery more intentional and fun.
This project has developed my abilities to translate research into innovative solutions tailored to a specific audience. It has also strengthened my skills in creative problem solving, allowing me to develop an engaging, user-centered experience.
Interviewing members of the bands Pentire and The Covasettes in the early stages of my project, I found that artists think of social media as a burden - they’re putting a lot of effort into self promotion, often with negligible impact on their listener numbers. Spotlight eliminates the need for artist-made content, instead focusing solely on the quality of the music.
Surveying members of the target demographic, I found that most spend over two hours daily scrolling through For You page content, however almost every participant said they’d spend less than 30 seconds watching a video if it was promoting music they didn’t know. Previous research showed that members of Gen Z have an average attention span of 8 seconds, so content needs to be able to draw their attention quickly and encourage them to ‘lock in’.
The Spotlight feature was inspired by gamified elements of online dating apps - it is estimated that there are over 60 million people using various online dating platforms in the US [Statista, 2024] - and with over 6.1 million monthly downloads globally in June 2024, Tinder is the most popular dating application in the world. With Gen Z’s 8 second attention span, hooks like “It’s a Match!” would be necessary to break up the repetition of swiping.
Designed with Gen Z’s digital consumption habits in mind, Spotlight features a bold, swipe-based interface similar to online dating apps, making music discovery feel engaging and dynamic, rather than overwhelming. Opportunities to match with artists and compete with friends gamifies the process, encouraging repeated exposure to lesser-known artists.
It fosters a community-driven approach, allowing users to share discoveries and build playlists, amplifying independent artists through word-of-mouth virality - the concept of “Unknown artists taking centre stage” helps users feel like they are actively supporting independent talent. The feature also bridges online discovery with real-world experiences by highlighting artists playing nearby, tapping into the consumer’s love for live experiences.
Spotlight also encourages real-world engagement with Spotlight LIVE - a one night only, multi-city takeover, which encourages attendees to discover new artists by eliminating a pre-announced lineup to showcase potentially unknown artists.
“A lot of artists now spend time thinking; how can I make this TikTok work? Instead of thinking; how can I make this song great?” [JACOB Beswetherick, 2025]
Make Every Second Count highlighted the key challenges faced by Gen Z listeners in discovering new music, particularly the limitations of online recommendations from the overwhelming abundance of content. While social media remains an important tool for music discovery, it often shifts the focus away from the quality of the music.
Spotlight directly addresses these issues by offering a personalised and gamified music discovery experience that reduces audience bias by focusing solely on the music. Inspired by interactive platforms like Tinder, the swipe-based interface and customisable filters encourage users to actively engage with new music rather than passively accept recommendations. The immersive audiovisual design, influenced by DJ sets and abstract art exhibitions, enhances user engagement by creating dynamic visuals which align with Gen Z’s digital consumption habits and short attention spans.
By transforming music discovery into an interactive and engaging journey, Spotlight has the potential to reshape how users find and support emerging talent, encouraging them to discover new music in a way that feels spontaneous and exciting. It creates a more inclusive space for independent artists, offering opportunities for greater visibility and new audience insights, and supports Spotify by expanding their market dominance through increased user engagement.
