Spotify playlist updates: Sponsorships and statistics
Spotify has debuted a new outlet for brands to get involved with the streaming company’s popular playlists. Sponsored Playlist puts a brand’s name on one of Spotify’s curated playlists, with the sponsorship options designed to match marketing needs with a musical audience. For instance, Kia recently sponsored Spotify’s New Music Friday list to promote a new car model. This marketing option is now available in the U.S. and in beta in the UK.
Spotify shared the steps of a sponsorship in the blog post announcing this tool. First it puts its music intel in brands’ hands to find the right playlist to sponsor, then collaborates with the company to drive more streams during the promotion. Finally, the service will also have options to unlock in-playlist media and native branding, such as logo placement, ownership of the first ad break, and industry exclusivity.