Eventization of listening: A qualitative study of the importance of events for users of the streaming service Spotify

Abstract

In this thesis the extent of which events influence users of the music-streaming service Spotify and their listening activity is explored. Seven informants have through a period of four weeks shared their streaming practices via an Experience Sampling Method (ESM) approach. These ESM replies, in addition to Last.fm tracking and qualitative interviews have provided the thesis with interesting insight into the various elements that influence listening activity and how it can be tied to current events such as releases, concerts and TV synchronization. Through three chapters of analysis and discussion, findings revealed that the influence of events were usually accompanied by recommendations from one’s social network online and offline, management of one’s current mood or context, in addition to algorithms and editorial mechanisms within the streaming service. Consequently, I propose an expanded definition of the macro/micro-level concept as my findings indicate that the private and the collective are considerably intertwined in our current media landscape. Additionally, research findings contribute with insight about the role television in contemporary listening practices as well as the way Spotify influence users’ music discovery towards the new and popular. Ultimately, results are tied to the overarching phenomenon of “eventization”, while suggesting that a broader process in which ritual and unifying characteristics of events contribute to shared listening experiences, despite operating within a liquid streaming culture with fragmented audiences.