The promise of personalisation: Exploring how music streaming platforms are shaping the performance of class identities and distinction

Abstract

Not only do music streaming platforms offer on-demand access to vast catalogues of licensed music, they are actively shaping what and how it finds us through personalisation. While existing literature has highlighted how personalisation has the potential to transform the part that music taste and consumption play in the performance of class identities and distinction, little is empirically known about its sociological consequences. Drawing on 42 semi-structured interviews with a combination of key informants and Spotify users, this article demonstrates that personalisation is undermining opportunities to achieve social distinction by taking over the labour of music curation and compressing the time needed to appreciate music for its own sake. It demonstrates that those with cultural capital at stake – in the case of this study, young, (primarily) male cultural omnivores – experience personalisation as a threat, highlighting how particular claims to social distinction are being contested in the platform age.