Spotify to advertise on television

Spotify is considering running a TV advertising campaign on UK television for the first time.

A senior Spotify exec has hinted the music streaming service will begin using TV ad campaigns, in a move that will come as a sharp contrast to its no-marketing policy.

When asked about how Spotify views traditional advertising, UK managing director Jon Mitchell said: “I can see ourselves using TV.” Mitchell was speaking at the ’Punching above your weight’ event, held by creative agencies Devilfish and Contagious.

Sweden-based Spotify aired a TV ad in Sweden late last year, but has not embarked on advertising campaigns outside its country of origin. The company has instead relied on word-of-mouth to bolster its profile. Mitchell says the only money Spotify initially outlaid on marketing was the buying of a ’seeding list’, a database of influential people’s contact information. It was reported in October 2009 that Spotify had spent less than £5,000 on marketing in the UK. The seeding list was used to create the invite-only service and add an air of exclusivity.

Mitchell says Spotify was growing very slowly in the UK until the tipping point came when the company was featured on BBC’s Ten O’Clock News . He revealed that after that moment “things started to snowball”.

Spotify believes simultaneously running ad-sponsored and premium versions of the service is a viable strategy. Mitchell says: “We don’t put ads on Spotify to drive [users] to premium – we try to make the free version as good as possible. We are trying to make as much money as possible for the record companies.”

The talk by Mitchell also hit out at the negative publicity Spotify has received. Commentators have accused Spotify of undermining the record industry by paying artists tiny royalties, but Mitchell claims the company has risen above the ’lies’.

“We didn’t react to negative comment,” says Mitchell. “We didn’t comment in the press to reports of us killing the record industry – there were lots of lies about how much we paid the artists.”

This story first appeared on pitch

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here