Spotify launches first ever UK outdoor push

Spotify is launching its first ever outdoor awareness drive in the UK with the launch of an initiative that reveals the real-time music listening habits of users in cities across Britain.

Music streaming service launches its first ever outdoor campaign in the UK in a bid to grow its subscriber base.

The music streaming service is working with with outdoor media owner JCDecaux to run a nationwide “Mood of the Nation’ campaign that showcases the most popular tracks, artists and albums being listened to by region. People in cities including London, Manchester, Birmingham, Liverpool, Glasgow and Leeds will be analysed for their music listening habits throughout October.

The data captured during this period will be broadcast in real-time on large outdoor screens at 15 of the largest train stations across the country.

Nikki Lambert, Spotify’s marketing director for Europe, says the Brothers and Sisters created advertising drive aims to build national awareness and help grow the service’s user base.

She adds: “The Mood of the Nation’ will reveal the listening habits of a nation on Spotify, reflecting the national mood and regional variations in listening habits. We are really excited to see what the data will show, and bringing the campaign alive in cities all over Britain.”

The company’s UK division reported a 24.2 per cent rise in advertising revenue to 22.4m in 2011, while a rise in the number of its paying users helped reduce losses by 92 per cent year-on-year.

Converting a greater portion of its free users to subscribers who pay each month is vital if Spotify is to improve the economics of its business. It is hoped that the data the business acquires from its latest advertising drive will help the firm to convert more of its 10 million active users into paying customers.

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