Music accompanies us in almost all important moments, so if one day we reach the end of our lives, will we be able to continue playing our favorite songs? Spotify Recently, it teamed up with the bold canned water brand Liquid Death to launch a product called the Eternal Playlist Urn, which looks like an urn but is actually abluetooth speaker, priced at $495 and limited to 150 pieces worldwide. This collaboration may seem absurd, but it successfully integrates music, brand topics and death issues, once again setting off a wave of discussion.
Spotify launches eternal playlist Bluetooth speaker, from playlist to eternal list
For most people, Spotify is an indispensable music tool in their daily lives. Turn on your playlist while commuting, put on some Lo-Fi at work, play pop songs while driving on holiday, music is as natural as the air. This time, Spotify has extended this daily life to extreme situations, and launched an urn-shaped speaker with Liquid Death, called the Eternal Playlist Urn. The concept is straightforward, the music continues to play even after the person leaves the world.
Liquid Death has always been good at exaggeration and black humor marketing. It has launched many limited edition spoof products in the past, each time triggering discussions in the community. This time, I took a ride on Spotify and connected the afterlife withmusicTie them together, and the topic will naturally explode instantly.
The product measures approximately 7 inches x 11.4 inches. The overall appearance is simple and low-key, with the two brand logos printed on the top. The official description describes the design as solemn and suitable for home or memorial space.
The speaker unit is hidden inside the upper cover and supports Bluetooth connection. As long as you pair it with your mobile phone, you can play Spotify playlists. A USB-C charging cable is included, meaning it needs to be charged regularly to keep playing. From a technical point of view, it does not have too complicated innovations. It is essentially a wireless speaker with a special shape.
Spotify designed a playlist generator for this collaboration. Users only need to answer 4 questions, such as what is your eternal atmosphere, which ghost sound suits you best, what music will be played when preparing to be scary, etc., and the system will automatically generate an exclusive playlist based on your listening habits and answers. This playlist can be synchronized to the columbarium speakers, and can also be shared directly with relatives and friends. Conceptually, it allows one’s musical preferences to become part of the memorial.
Of course, there may be room for discussion as to whether 4 questions can truly define a person. But from a brand experience perspective, this easy interaction does reduce the distance between the topic of death.
This product is only available in the U.S. and is limited to 150 pieces worldwide, priced at $495 before tax. The price is obviously not to attract a large number of consumers, but to create collection value and social topics. For Liquid Death, high price and limited edition are part of the brand strategy. For Spotify, this collaboration also amounts to the possibility of testing the hardware market again.
This is actually not the first time Spotify has ventured into hardware. In the past, it launched Car Thing, a car playback device, and also cooperated with IKEA to launch a Bluetooth light box speaker with integrated playback function. However, Spotify has not yet launched its own smart speaker product. Although the positioning of this ash altar speaker is biased toward marketing creativity, it has also made the outside world pay attention again to whether Spotify will return to the hardware layout.
Conclusion
Eternal Playlist may not become a mainstream product, but it has successfully put Spotify on the global conversation stage again. Through its collaboration with Liquid Death, the brand reinterprets the role of music in life in a bold and humorous way.
In this era where even the sense of ritual can be customized, music has long surpassed its entertainment function and become a carrier of emotions and memories. As for whether you want to prepare yourself a timeless playlist, maybe the answer doesn’t matter. The important thing is that music will still accompany us in every moment.
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Source: KOCPC Chinese