Spotify launches Spanish language AI DJ, "Livi"
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Spotify on Wednesday launched a Spanish-language version of its AI DJ — a generative-AI feature that delivers personalized playlists along with narration based on the voice of a real person.
Why it matters: Dubbed "Livi," the move is further evidence of the music streaming platform's ambitions to drive growth and loyalty through AI tools.
- Since launching its first-ever AI DJ, "X," in English about 18 months ago, Spotify has seen increased time spent on the app among people who use the feature, Xavier Jernigan, Spotify's head of cultural partnerships and the voice model and personality behind "X," told Axios in an interview.
- "It becomes their primary way of listening," he said.
- And with Spanish native speakers the second largest language group around the world (roughly 500 million), "it made sense" to extend AI DJ in this direction, Jernigan added.
How it works: The Spanish-language-speaking "Livi" is available for Spotify Premium members in dozens of markets where "X" is currently available.
- It's also expanding to Premium users in Spain and more than a dozen Latin American markets, including Argentina, Colombia and Mexico.
- Spotify Premium costs range globally.
What they're saying: "I do believe this is the main way of just connecting to your favorite song or connecting to your favorite artist, just going through personalization," says Olivia Quiroz Roa, a Mexico City-based music editor at Spotify and the voice model for "Livi."
- "Just like the way you do when you're talking to your friends — that was the way that I was picturing myself when I was on the recording session."
The big picture: Spanish-language music has become a global phenomenon.
- In 2023, Bad Bunny's "Un Verano Sin Ti" was the most streamed album globally on Spotify, and the most streamed song of the summer worldwide was "Ella Baila Sola" by Eslabon Armado and Peso Pluma.
- "Ella Baila Sola" is an example of how regional Mexican music — a broad term to describe genres like corridos, norteñas, mariachi and ranchera— has gone global.
- Livi "will be an amazing way of knowing more about those genres," says Quiroz Roa.
The intrigue: Spanish is spoken very differently across Latin America and especially in Spain. While Livi will be leaning into her Mexican identity — dialect and all — a team of writers, data curators, music editors and user-experience engineers are also working to incorporate other ways of speaking Spanish, Jernigan said.
- "We hope people connect with her, her voice, her personality, things that make her unique. But we will localize as best we can, knowing those local cultures and upholding and showing respect and reverence for those cultures," he added.
- "It's your DJ Mexican host that is going to give you recommendations, context, regarding the market you are in," added Quiroz Roa.
What we're watching: Latin music is now characterized by its diversity rather than a singular sound, Juan Manuel Rótulo, director of music editorial, Latin America at Spotify, told Axios.
- "The consolidation of local scenes across Latin America—such as musica mexicana, reggaeton Mexa, RKT & Turreo and Chilean reggaeton—has propelled more local heroes to regional and global stardom."
