Spotify has launched a new personalised discovery feature for Reading & Leeds, designed to match users with the artists on this year's line-up best suited to their listening habits.
The festival returns from August 27-30, headlined by Charli XCX, Chase & Status, Dave, Florence + The Machine, Fontaines DC and Raye, as well as Kasabian becoming the first ever Thursday night headliners in Leeds.
The new in-app experience, which is designed to be shared, examines users' listening data and reveals the five artists on the festival line-up who best match their taste, alongside a percentage showing just how closely their music taste aligns with the wider bill.
"With such a huge and diverse line-up at Reading & Leeds this year, we wanted to give fans a new way to discover the artists they'll love," said Lucy Edwards, co-head of marketing for Spotify UK/IE/NL. "By putting their own listening habits at the centre of the experience, we're making the festival line-up feel more personal than ever.
"There's nothing quite like discovering that one of your favourite artists is playing, but this takes it a step further. It's all about the thrill of discovery, helping fans uncover their next favourite artist before they even arrive at the festival."
The personalised discovery feature is the first element of a wider partnership between Spotify and Reading & Leeds
The tool is now being rolled out to users and will be available to fans across the UK right up until the festival weekend.
It is the first element of a wider partnership between Spotify and Reading & Leeds, which will also include an official playlist, artist selections, and on-site content and interviews throughout the event, as well as post-festival performance content.
Last month Reading & Leeds unveiled major new plans for the on-site festival experience at both sites this summer.
Organiser Festival Republic said the completely revamped stage layout marks the biggest staging and arena overhaul in the festival’s 37-year history.
