Since fans couldn’t see The Weeknd perform, Spotify brought The Weeknd to them. Deep learning technology allows each fan to have a personalised one-on-one with the artist. The Weeknd starts by personally thanking the user for being a fan, before commenting on personal Spotify data – including a user’s name, favourite song, and even the year they started listening to his music. The experience then turns into an intimate listening session of his After Hours album, allowing fans to interact with his music in a new way.
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