Streaming the Future: Spotify’s Editorial Maestro on AI Hits, Snappy Videos & Curated Vibes

Spotify's Global Head of Editorial, Sulinna Ong, signaled plans for more human-centric curation amid AI development, debuting short-form "Watchfeeds" that incorporate editor notes and videos to contextualize playlists. The development belies perceptions of algorithmic playlists, with Ong saying, "I can assure you we're not AI

 

Key announcements:

 

Watchfeeds: Blend video clips, artist stories, and editor notes to enhance music discovery

 

AI balance: While AI DJ tools personalize mixes, human editors drive cultural relevance, bringing to the fore genres like sexy drill and R&B revivals

 

Social shift: Getting into comments and likes on playlists, bringing back community features that were phased out years ago

 

Ong's team also spotlighted 35 rising artists for 2025, blending algorithm trends with editorial intuition

 

Source: Billboard, Spotify Newsroom