The soft drinks giant is working with music licensing agency Music Dealers to raise the profile of 52 artists through its digital network. It follows an audition process that saw over 20,000 unsigned artists submit tracks that incorporated the brand’s “five note” motif.
Coke says the platform, which will be visible across all its digital channels, will roll out a track every week for a year to more than 70 million fans. It plans to build a bank of tracks that are licensed and can be used in various advertising campaigns.
It forms the latest phase of the brand’s tie-up with Spotify and will see the artists and their tracks promoted through the co-branded “PlaceLists” app. It lets users create their own playlists from the music-streaming service’s catalogue of more than 20 million licensed tracks and then link songs to places or events. In addition, users can see where friends are checked in on Facebook and vote on those being played in different locations.
The soft drinks maker is using the partnership with Spotify as the centrepiece of its 2013 “Year of Music” campaign which aims to grow its preference among teens.