Music Business Worldwide reports…
Spotify has been granted a flurry of US patents in recent months.
MBW discovered in September, for example, that the platform had been granted a patent for a new karaoke-like feature that allows users to “overlay a music track with their own vocals”.
And last week, we told you about a new Spotify patent that suggests the company is working on geo-targeted advertising, using 3D audio.
The filing, leaked to us by a source close to SPOT, and which you can read in full here, argues that “there is a need for systems and methods for personalizing media content in accordance with one or more personality traits associated with a user”. (Bolding MBW’s own.)
“IT IS POSSIBLE TO IDENTIFY A PERSONALITY TRAIT OF A USER BASED ON THE CONTENT (E.G., MUSIC) THE USER CONSUMES (E.G., LISTENS TO) AND THE CONTEXT IN WHICH THEY CONSUME THE CONTENT.”
Behavioural variables such as a user’s mood, their favourite genre of music, or their demographic can all “correspond to different personality traits of a user”, reads the patent.
“Thus, it is possible to identify a personality trait of a user based on the content (e.g., music) the user consumes (e.g., listens to) and the context in which they consume the content.”
Spotify claims that “before assigning a personality trait to the user, a personality model may be built”.
The patent clarifies that this “model” could identify users’ personality traits “based on a questionnaire, such as the Big Five Inventory (BFI-44) or the Meyers-Briggs personality survey“.