Spotify knows whether or not it’s raining where you are, and the streaming service is now putting that knowledge to use. As Pitchfork points out, the Texan rockers White Denim have a new song called “No Nee Ta Slode Aln,” and Spotify is using geotargeting technology to only make the song available in regions where that technology is detecting rainfall. If you’re guessing that a major corporation is using this whole thing for goofy promo-related purposes, you are entirely correct. North Face is using it to promote a new rain jacket called the Apex Flex GTX. And since I can’t get the song to show up in my Spotify, I guess it’s working. You can hear a bit of the song in a North Face commercial below.
I wonder how far this technology will progress — like if Spotify will come up with something that only allows you to hear a specific song if you’re in a foul mood.