Streaming has seen the playlist surpass the album in how people choose to listen to music, and Spotify is staying ahead of the game with Discover Weekly, which tailors tracks to each user to make exploration effortless. But how personal can an algorithm-made playlist really be?

Spotify has become synonymous with new music discovery as the online streaming platform reaches 140 million users worldwide. The brand hopes to become more artist-friendly with Spotify for Artists, an app that gives musicians the data they need to better understand their listeners.

Spotify boasts over 100 million users, who generate masses of data each day. For the ‘It’s Been Weird’ campaign, the streaming service has used this information to weave narratives around people’s listening habits, exposing their guilty pleasures and secret, themed playlists on billboards.

New music albums will now available exclusively to premium Spotify users for the first two weeks after release. The music streaming service hopes that by withholding content, it can persuade impatient non-paying users to fork out. But it could simply cause them to listen elsewhere.