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Spotify

The insipid, incremental new world of advertising

As advertising opportunities for businesses become more fragmented, enhanced and accelerated by the Internet, businesses are looking for more creative ways to get their brands into the minds of their target markets.

With this in mind, on Wednesday, Spotify – the Swedish music streaming service that gives subscribers who pay with cash, or by listening to ads, access to a huge amount of music from major and independent record labels – unveiled a global partnership with Coca-Cola. The soft drink behemoth will curate content and music for Spotify members, and according to Coke, “takes advantage of the existing Spotify relationship with Facebook and the Coca-Cola Facebook audience of over 40 million fans to create a social experience that will reach millions of interconnected consumers around the world.”

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