Spotify is taking its popular DJ feature, also known as Xavier or “X,” to new regions where English is not the primary language, starting with a Spanish-speaking version. Launched on Wednesday, the new version, dubbed Livi, is a Senior Music Editor based in Mexico City and an expert in the music industry.
Similar to how Jon Hamm’s characters digitally assign backgrounds and perspectives in a Black Mirror episode, Livi and her counterpart, X, can be programmed to respond if a user plays a song repeatedly, perhaps screaming if they play Wizard’s “I Wish It Could Be Christmas Everyday” on infinite loop.
The DJ feature uses AI to create customized playlists based on a user’s listening history and comes with an AI voice introducing and discussing songs, mimicking a human radio DJ. Initially launched last year, Spotify expanded DJ to 50 English-speaking countries six months later. In its new Spanish-speaking iteration, DJs like Livi will curate music tailored to users who primarily listen in Spanish.
Concurrently, YouTube Music has announced an AI-generated conversational DJ radio feature available to select users, which could theoretically be nicknamed “YouGene.”
