Play It Forward

Although they don't have big pockets, Gen Z has big hearts when it comes to social change and giving back to a cause. They feel strongly about many causes and want to make a difference in the world and they expect the artists they love to do the same. "Play It Forward" is a new Spotify feature that turns streams into donations while bringing artists, fans, and charitable causes together through the shared love of music. When artists upload an unreleased track they can select a cause to support. Spotify will then add the track to the corresponding Play It Forward playlist which is linked to a related charity, allowing listeners to simply stream the playlist of their choice to contribute to a shared cause.