In late September, Tinder and Spotify rolled out their new partnership with much fanfare, offering users the ability to add songs to your profile to help better find their soulmate. Now, America’s favorite dating app has entered the game. The song-sharing feature in Apple’s recently released iOS 10 lets you advertise your taste to the friends you text with, and has the added bonus of encouraging them to sign up for Apple Music. What better way to get almost anyone to align themselves with a corporation? What better personalization tool for a brand to get behind than the one that viscerally triggers an emotional response? In the Myspace era, music fans could slap “Hey There Delilah” next to your Top 8 to set the mood as you scrolled through their page, and today Facebook users are able to choose tunes to accompany photo slideshows.
That power is exactly what makes our favorite songs a valuable branding accessory for the tech companies that mediate so much of our everyday lives. Our favorite music can uplift us, inspire us, comfort us in times of pain.
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