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I heard someone once say that the goal of advertising is to create a need/deficiency in yourself that you didn’t even know you had. I might argue that technology has also adopted this creed. I, for one, never wanted a phone that could take pictures, until I heard there was such a thing. And hey, if a music-streaming service can help me find love – where has this been?

This week Spotify announced two new apps designed to help you meet people through your love of music. The first app, Fellody, lets you check out other people’s playlists, and then send a flirty note if you like what you see/hear; the second, Tastebuds, lets you seek out people based on how often they’ve listened to certain songs. It also filters by gender, age and location.

When you think about it, people have been using clubs for much the same thing. If you’re off to see your fave goth/punk/rockabilly band, odds are there will be many a kindred soul in the audience, and hey – they might just be single. 

Of course, in that scenario you may have found yourself getting together with the friend who tagged along with a fan of the music. But with these new apps, you are choosing to hit on people who fit your narrow idea of good music. Or worse, you could be rejecting some truly great person because, on occasion, they play a little James Taylor or Alanis Morisette. And what about people who might intentionally add those Cat Power or Devendra Banhart songs because they think it gives them indie cred?

But the game of love should be approached on all platforms. And if Spotify thinks it can do better than dating sites, bars, school, work – give it a try. Sadly, you may end up with someone like me, who subscribes to the Oscar Wilde sentiment of “Ah! Don't say you agree with me. When people agree with me I always feel that I must be wrong."

Then again, Shakespeare said, “If music be the food of love, play on.” So anyway, good luck.

Related Links:

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Spotify announces music-related matchmaking apps

I heard someone once say that the goal of advertising is to create a need/deficiency in yourself that…

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