Spotify will soon allow brands to create their own soundtracks using the streaming music platform. As reported by AdAge and confirmed by Spotify, brands including AT&T, Reebok, and Intel will launch apps featuring their custom playlists.
According to AdAge, the AT&T app, for instance, will match songs to the places in which they were written, recorded or performed - possibly catering to fans of music scenes associated with specific cities or countries.
Spotify has enabled brands including Coca-Cola, Sprite, Motorola, Reebok, and Chevrolet to market on the platform since the service launched in the U.S. last year.
For its app, Intel will suggest songs based on what the Facebook friends of Spotify users listen to. The tech firm evidently sees promise in linking its brand to custom streaming music initiatives. The company earlier this week launched a year-long program with Pandora to expand its "Inside" brand message. The "Inside the Music" campaign currently uses Pandora's Music Genome data to help tell the story of rock 'n' roll, and will extend to R&B, electronica, rap, country, and classical.
"You're about to find out what's inside [rock 'n' roll] with an exclusive look at the distinct track features that define this popular genre," states the Inside the Music page, which surfaces tunes from Tom Petty, AC/DC, Sam Cooke, Joan Jett, and others.
The branded music playlist has become a popular offering from digital music services. Streaming music ad network TargetSpot has also developed custom Facebook playlist apps and microsites for brands including Ritz Crackers and State Farm.
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
March 19, 2014