Amazon is in the middle of rolling out Alexa+, the long-awaited, AI-infused update for its voice assistant. At the same time, the company has also been giving a fair bit of attention to Amazon Music, adding things like Alexa+ integration and AI-powered playlists. And as of today, Amazon is rolling out a new community-focused feature called Fan Groups. As the name suggests, Fan Groups are a way for users to connect around different musical interests — and what makes this more fun to me is that these aren’t limited to Amazon-curated groups.
Once Fan Groups fully rolls out, anyone will be able to create a public group in Amazon Music based around a genre, region, time period or anything else you want to focus the group on. Right now, Fan Groups are only available in Canada during a a beta period, but they’ll come to other countries (including the US) early next year. Amazon has had testers building out some Fan Groups in the meantime so that testers don’t walk into a ghost town.
When you first open the Groups tab, which will be part of Amazon Music’s bottom navigation, you’ll see a top rail with Groups you’ve joined and a scrolling list of ones you can check out. Some of the examples Amazon showed off include “K-pop Now,” “Red Dirt Americana” and “Indie Insiders,” all of which feel pretty self-explanatory. Each group includes a “featured” playlist at the top and then a scroll of posts by people who’ve joined the group.
Members can share any song, album or playlist on Amazon Music along with a comment; you can then have a discussion on the post. It’ll be familiar to anyone who has used a Facebook Group over the years. Somewhat interestingly, Amazon is also letting you share external links Beyond the “posts” view, there’s also a music-only tab that just shows everything that has been shared to the group. One of the more intriguing features in Fan Groups is the ability to just hit “play” and listen to everything that’s been shared over time — it’s something that should be good for exploration as well as just seeing if the group’s tastes are aligned with your own.
In the quick demo I saw of Fan Groups, it felt like the rare new social tool that could be useful. Music is obviously an extremely social art, one that so many love sharing with other fans. Discovery is also a huge part of being a music fan, and I appreciate the fact that Amazon is building a way to get recommendations from other human beings and not just algorithms and AI. The only issue is that getting traction for a social network built inside of a specific service isn’t the easiest thing to do — you could just as easily share music on Facebook or any number of other apps. But the potential for finding new music and sharing what you’re into with other fellow obsessives make this feature worth a look once it fully launches.
