Spotify ‘blazes an online music trail’, say rivals

Spotify’s rivals have hailed the “trailblazing” changes the music streaming site has introduced as a positive development for the digital music market, despite the threat the innovations pose to their user numbers.


Spotify now hosts apps from brands such as The Guardian, Rolling Stone magazine and Pitchfork that provide users with complementary music themed content, such as album reviews, links to buy gig tickets and lyrics.

It is hoping the changes will make it a “one stop” music platform that will be more appealing to advertisers by keeping people on site for longer.

We7, which describes itself as a “free personalised online radio” service, says the changes offer benefits to all the players in the online music space.

Mark McCulloch, We7’s vice-president of marketing, says: “In terms of driving people to listen to music online, the Spotify announcement has made a big noise [and it is] trailblazing for all of us.”

He insists that there will be no reactionary changes to its product or marketing strategy following the Spotify announcement., the “music discovery service” that is also one of Spotify’s relaunch partner brands, says it is “excited” to bring its platform to a new audience via its rival online music brand.

Matthew Hawn,’s vice-president of product, says: “We’re excited to see a dramatic increase in new user sign-ups.”

However, the move could see’s users preferring to use its service via Spotify, meaning its own site may become less attractive to advertisers.

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