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Brands & Merch Business News Digital
Spotify opens up in-house playlists to brands
By Andy Malt | Published on Tuesday 31 May 2016
How is Spotify ever going to turn a profit and free itself from relying on the financial input of other companies? That’s the big question everyone was asking last week. Did you ask it? Of course you did, because everyone was asking that question last week.
The answer, by the way, is through the financial input of other companies. Though advertisers rather than investors, see. Yes, the thing you’ve all been waiting for, branded playlists, are here. Woo!
As of now, brands can throw money at any of Spotify’s 400+ in-house playlists. Perhaps surprisingly, this has never been possible before. Brands are able to have their name slapped on an existing playlist for as little as a week, or they can still work with Spotify to promote a playlist of their own if such a foolish plan appeals.
At the top level, an advertiser can, according to official blurb, ensure that “every listener tuning into your sponsored playlist will be immersed in your brand’s message, across audio, video, and display”. And doesn’t that sound like something everyone would enjoy? “We’ll work together to blow the doors off playlist usage during your sponsorship to amplify your brand messaging”, adds Spotify, apparently with a straight face.
All of this is now fully available in the US, and in beta in the UK. By the way, we can’t really offer anything like the door-blowing package Spotify can, but anyone who wants to give us money to continue updating our CMU Approved and/or weekly new music playlists is quite welcome to. Though you might have to do so secretly, so Spotify doesn’t find out.
In other Spotify news, you can now play 30 second clips of Spotify tracks right in your Twitter timeline. What fun. No word yet on whether that blows any doors off.
