Spotify teams up with Netflix to curate a custom ‘Stranger Things’ playlist for fans – TechCrunch


Picture credits: Spotify

What song will save you from Vecna? In partnership with Netflix, Spotify has launched a personalized “Stranger Things” playlist dedicated to volume 2 of season 4, which will be released this Friday, July 1st. The Upside Down playlist, as it’s called, mixes music from a listener’s own selection with a handful of the new season’s “Stranger Things” classics.

“Stranger Things” has already demonstrated its ability to influence the Spotify charts and now companies are doubling down on consumer interest in the popular series to boost engagement.

Netflix’s “Stranger Things” ushered in a wave of ’80s nostalgia when character Max Mayfield (Sadie Sink) manages to escape Vecna ​​(Jamie Campbell Bower) after his friends play his favorite song, ” Running Up That Hill” by Kate Bush. After the Season 4 premiere, the song reached No. 1 on iTunes. On May 30, it was streamed on Spotify by more than 8,700% globally and 9,900% in the United States, according to the company.

As for the recently released curated playlist, it is a personalized experience for the listener and selects a song to be their “savior song” to help them escape Vecna’s grasp. The collection updates automatically every day and will include some of the best songs from the ‘Stranger Things’ soundtrack, such as ‘Rock You Like a Hurricane’, ‘Should I Stay or Should I Go’ and ‘Running Up That Hill (of course), while mixing users’ favorite songs.

There will also be Easter eggs to further enhance the experience.

For example, when the “Now Playing” view is clicked to go full screen on Android devices and desktops, fans can watch the progress bar turn into a flashlight that ripples across the screen. .

Additionally, mobile users who scroll through the playlist enough times will encounter Vecna ​​itself on their screens. After the first three visits, the Vecna ​​Easter egg will appear every eleventh playlist visit. Such interactive music-focused experiences help Netflix and its most-watched show stand out from other streaming services.

Picture credits: Spotify

In addition to the Upside Down playlist, Spotify has its official “Stranger Things” playlist, which has over 969,000 subscribers and is the most followed playlist on the Netflix Hub, according to Spotify.

On May 30, flows increased by more than 1,700% worldwide. Currently, the playlist includes “Psycho Killer”, “I Was a Teenage Werewolf” and more. On July 1, Spotify will add all the latest sounds from Season 4 Volume 2 to the official “Stranger Things” playlist.

Additionally, fans can access Spotify’s Throwback Thursday playlist, where Caleb McLaughlin, who plays Lucas on the show, will pick out some of his favorite ’80s jams.

This year, Netflix has been heavily promoting the popular series and hopes it can save the company from collapse. Recently, the company has experienced a series of difficulties, including layoffs of more than 400 employees and a substantial loss of 200,000 subscribers in the first quarter of 2022.

Over the past few months, Netflix has announced an in-person experience in Brooklyn, New York, along with custom Reddit avatars, a Domino pizza app, Dorito wrap and more.

The company has also partnered with watch party platform Scener to bring viewers a global watch party event on premiere night. The event kicked off on June 30 at 11:15 p.m. PST or July 1 at 2:15 a.m. EST. There was a Q&A featuring cast from the show as well as Netflix Geeked host Terri Schwartz. The second Q&A period began at 1:15 a.m. PST or 4:15 a.m. EST.

Actors who have made an appearance include actors Brett Gelman (Murray), David Harbor (Jim Hopper), Jamie Campbell Bower (Henry Creel/Vecna) and Joseph Quinn (Eddie Munson).

Thousands of fans watched the final two episodes of the season virtually, saw real-time star reactions, and connected with other fans via Scener’s live chat. In total, the last two episodes of “Stranger Things” last four hours. Scener told TechCrunch that 32,000 people registered for the event.


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