Blog Post 1
Spotify is an application that is one of the contributors to a change in how society is listening to music. Spotify for Dummies describes it as a “magic act.” With Spotify you can practically pull music out of thin air (Gilmour Ch. 1). It requires no downloads and takes up very little space on your phone or computer. All you have to do is click search and a grand world of music awaits you.
The man behind this “magic trick” is Daniel Ek. He had grown up loving both technology and music and had a deep understanding of both. From this understanding came Spotify. At first, those he talked to as potential investors were stoked. Social media was such a big thing and music has always been a huge part of people’s lives, so bringing these together intrigued people (Bertoni). This fascination is similar to the fascination Gunning discusses in his essay. He says that new technologies “evoke a short-lived wonder” and “involve magical operations”, but then this dissipates to habit (Gunning 47). Similar reactions were felt with Spotify. It was exciting and evoked wonder, but now is a technology that has been around for six years. It is now habitual.
In their advertisements, Spotify drew on common conceptions of music such as it being for the people and a special part of life, but made those work in a way that made Spotify look magical. The below commercial places Spotify in the position of being the business who is saying yes to music when you want and how you want.. It shows a man crowd surfing over a large audience in order to show the public that Spotify is an object for the masses and will give you an exhilarating experience. Then the commercial plays on immediacy of music in this commercial in order to make the audience understand how important it is to have an application that puts you in control. This all works together to convince the audience that Spotify is everything they’ve been waiting for.
Despite all the talk of Spotify being a magical innovation, it was not all alone a huge technological breakthrough, when you look at P2P technology. According to a case study on Spotify, “Internet and peer-to-peer (P2P) technology changed the way of music creation, delivering and consuming” (JU 120). So, even though Spotify is credited as ingenious for its relation of social media sharing and music, P2P technology is the original and the reason why Spotify can be what it is.
Overall, Spotify is a technology that broke through barriers of what people thought was possible with music and due to this, created a sense of wonder.
Bertoni, S. n.d. n. page. <http://www.forbes.com/sites/stevenbertoni/2012/01/04/spotifys- daniel-ek-the-most-important-man-in-music/>.
Gilmour, Kim. Spotify for Dummies. John Wiley and Sons , 2011. eBook. <http://books.google.com/books?id=eYHL7q13N4cC&dq=beggining of spotify&lr=&source=gbs_navlinks_s>.
Gunning, Tom. “Re-newing Old Technologies .” . N.p.. Web. 2 Feb 2014. <https://myasucourses.asu.edu/bbcswebdav/pid-8748043-dt-content-rid- 33138957_1/courses/2014Spring-T-FMS110-19727/Gunning_Re- NewingTechnology.>.
Ju, X. n. page.