Play It Forward
Making donating as easy as listening to music.
Although usually short on pocket change, Gen Z always has an appetite for social change. And they expect the artists and entertainers they idolize to do the same. That’s why Spotify is introducing Play It Forward, a new feature that turns streams into donations for shared causes between artists and listeners. Uniquely connecting Gen Z listeners not just to who they love, but what they love.
Play It Forward
Making donating as easy as listening to music.
Although usually short on pocket change, Gen Z always has an appetite for social change. And they expect the artists and entertainers they idolize to do the same. That’s why Spotify is introducing Play It Forward, a new feature that turns streams into donations for shared causes between artists and listeners. Uniquely connecting Gen Z listeners not just to who they love, but what they love.
How It Works. When an artist releases a new track, they can choose a cause to support. Spotify automatically adds the song to the corresponding Play It Forward playlist alongside other songs supporting that cause. Streams from the playlist generate donations for a related charity—so listeners contribute without spending a cent.
To make listening even more meaningful, AI will update the playlist with live news and podcasts related to the cause. Smart Shuffle will reorder songs based on each listener's personal taste and habits, making every stream both impactful and enjoyable.
Spotify Wrapped. At the end of the year, listeners can Play It Forward through their Spotify Wrapped—sharing their top causes and artists with friends and inspiring them to join the movement.
