Brands worldwide are embracing AI in their daily operations, and Spotify joined the trend in 2023 by launching its AI DJ to enhance song recommendations. Interestingly, the AI DJ's persona is based on a real person—Xavier “X” Jernigan, Spotify's head of Cultural Partnerships. Recently, Xavier took on a fun street challenge where he recommended songs to strangers after listening to the music they were playing on their headphones. The challenge was set up by @doseofsociety, an Instagram page known for its vox pop-style interviews that highlight "real stories from real people."
Image Source: Xavier “X” Jernigan attends the 2024 Spotify Best New Artist Party at Paramount Studios on February 01, 2024 in Los Angeles, California. (Photo by Alberto E. Rodriguez/WireImage,)
The video begins with a man being asked, "What's something I wouldn't believe about you?" The man replies, "You may not believe it but I am an AI DJ for Spotify. What up, I'm X." For a brief moment, the man talks about how important it is to have a good knowledge of music to fulfill the role's requirements. Soon, the interviewer tells Xavier that he wants to set him up for a challenge. He says, "I want you to take the mic and go up to some people who are listening to music. Have a listen to their song, 3 seconds of it, and give them some recommendations of artists and songs based on what they're listening to." Finding the challenge exciting, Xavier takes the opportunity and starts the challenge.
Representative Image Source: Pexels | Ivan Samkov
The video then shows "X" taking the mic and approaching strangers on the streets requesting them to let him hear the songs on their headphones. He first gets hold of a woman and explains to her the challenge. Upon listening to 3 seconds of the song she was playing, he immediately asks "Is this Sade?" After that, he happily says, "I can definitely recommend you something. Okay." He then defines the woman's music taste as "laid back vibes" and goes on to recommend "Maxwell" to her. Surprised, the woman agrees and says, "Oh my god it's so funny you say Maxwell. I love Maxwell."
In the next frame, he moves on to another person. As he puts on the headphones and listens to the music, X says, "Oh, I like this." However, he surprisingly says, "I don't know this band though. Who is this?" The stranger tells him that the song is from a British band called "Foals." Based on the music he heard, X recommends "The Hives" to the man. Soon, the man hears a sample track from the recommended artist and instantly approves. With a smile on his face, the AI DJ looks up to the camera and says, "I think I won the challenge."
The fun challenge has been viewed over 2.7 million times and received over 200,000 likes. The clip has also received plenty of comments from the viewers. While some praised the DJ for his impeccable music knowledge, others were shocked by the revelation that the AI DJ's voice was based on a real person.
Image Source: Instagram I @b_mcd314
Image Source: Instagram I @gabbycoker
Appreciating the man, one user, @annekluit.respace, commented, "What a great skill! his energy is so open and warm." Another user, @buuuuuuuurd, commented, "He is a real voice?! He’s my current best friend. The only person that’s been a constant for the past few months."
You can follow Dose of Society on Instagram, TikTok and YouTube for more such interesting and hearty street interviews!
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Why do some folks use social media but don't engage?
Psychologist says people who never comment on social media share these 5 positive traits
For over 20 years, social media has developed into a staple in many people’s day-to-day lives. Whether it’s to keep in communication with friends and family, following the thoughts of celebrities, or watching cat videos while sipping your morning coffee, there seem to be two types of social media users: commenters and lurkers.
The term “lurker” sounds equally mysterious and insidious, with some social media users writing them off as non-participants at best or voyeurs at worst. However, mindfulness expert Lachlan Brown believes these non-commenters have some very psychologically positive and healthy traits. Let’s take a look at how each one of these traits could be beneficial and see how fruitful lurking might be even though it can drive content creators crazy.
1. Cautious about vulnerability
Consciously or not, making a post online or commenting on one puts you and your words out there. It’s a statement that everyone can see, even if it’s as simple as clicking “like.” Doing so opens yourself up to judgment, with all the good, bad, and potential misinterpretation that comes with it. Non-commenters would rather not open themselves up to that.
These silent users are connected to a concept of self-protection by simply not engaging. By just scrolling past posts or just reading/watching them without commentary, they’re preventing themselves from any downsides of sharing an opinion such as rejection, misunderstanding, or embarrassment. They also have more control on how much of themselves they’re willing to reveal to the general public, and tend to be more open face-to-face or during one-on-one/one-on-few private chats or DMs. This can be seen as a healthy boundary and prevents unnecessary exposure.
Considering many comment sections, especially involving political topics, are meant to stir negative emotional responses to increase engagement, being extra mindful about where, when, and what you comment might not be a bad idea. They might not even take the engagement bait at all. Or if they see a friend of theirs post something vulnerable, they feel more motivated to engage with them personally one-on-one rather than use social media to publicly check in on them.
2. Analytical and reflective mindset
How many times have you gone onto Reddit, YouTube, or any other site and just skimmed past comments that are just different versions of “yes, and,” “no, but,” or “yes, but”? Or the ever insightful, formerly popular comment “First!” in a thread? These silent browsers lean against adding to such noise unless they have some valid and thoughtful contribution (if they bother to comment period).
These non-posters are likely wired on reflective thinking rather than their initial intuition. Not to say that all those who comment aren’t thoughtful, but many tend to react quickly and comment based on their initial feelings rather than absorbing the information, thinking it over, researching or testing their belief, and then posting it. For "lurkers," it could by their very nature to just do all of that and not post it at all, or share their thoughts and findings privately with a friend. All in all, it’s a preference of substance over speed.
3. High sense of self-awareness
Carried over from the first two listed traits, these silent social media users incorporate their concern over their vulnerability and their reflective mindset into digital self-awareness. They know what triggers responses out of them and what causes them to engage in impulsive behavior. It could be that they have engaged with a troll in the past and felt foolish. Or that they just felt sad after a post or got into an unnecessary argument that impacted them offline. By knowing themselves and seeing what’s being discussed, they choose to weigh their words carefully or just not participate at all. It’s a form of self-preservation through restraint.
4. Prefer to observe rather than perform
Some folks treat social media as information, entertainment, or a mix of both, and commenting can feel like they’re yelling at the TV, clapping alone in a movie theater when the credits roll, or yelling “That’s not true!” to a news anchor that will never hear them. But contrary to that, social media is a place where those yells, claps, and accusations can be seen and get a response. By its design, social media is considered by experts and the media as performative, regardless of whether it is positive or negative. Taking all of the previously mentioned traits into account, one can see why they would prefer to “observe the play” rather than get up on the stage of Facebook or X.
On top of that, these non-commenters could be using social media differently than those who choose to fully engage with it. Using this type of navigation, there may be nothing for them to comment about. Some commenters are even vying for this for their mental health. There are articles about how to better curate your social media feeds and manipulate algorithms to create a better social media experience to avoid unnecessary conflict or mentally tiring debate.
If you go on a blocking spree on all of your accounts and just follow the posters that boost you, it could turn your social media into a nice part of your routine as you mainly engage with others face-to-face or privately. In terms of commenting, if your curated Instagram is just following cute dogs and all you have to offer for a comment is “cute dog,” you might just enjoy the picture and then move on with your day rather than join in the noise. These non-commenters aren’t in the show and they’re fine with it.
5. Less motivated by social validation
The last trait that Brown showcases is that social media users who browse without posting tend to be independent from external validation, at least online. Social media is built to grow through feedback loops such as awarding likes, shares, and reposts of your content along with notifications letting you know that a new person follows you or wants to connect. This can lead many people to connect their activity on social media with their sense of self worth, especially with adolescents who are still figuring out their place in the world and have still-developing brains.
Engaging in social media via likes, shares, comments, and posts rewards our brains by having them release dopamine, which makes us feel good and can easily become addictive. For whatever reason, non-commenters don’t rely on social media as a means to gauge their social capital or self worth. This doesn’t make them better than those who do. While some non-commenters could have healthier ways to boost their self worth or release dopamine into their systems, many get that validation from equally unhealthy sources offline. That said, many non-commenters’ silence could be a display of independence and self confidence.
Whether you frequently comment online or don’t, it’s good to understand why you do or don’t. Analyzing your habits can help you determine whether your online engagement is healthy, or needs to be tweaked. With that information, you can then create a healthy social media experience that works for you.