Samsung partners with Last.fm Festivals

Samsung has signed up as launch sponsor of Last.fm Festivals, a new section of the music streaming site.

Last.fm Festivals allows users to receive personalised recommendations on festivals and the acts playing at them.

The festivals page will link to a user’s Last.fm profile page, extracting information about their musical interests and serving relevant recommendations and content.

The service launched globally this week with Samsung as the sponsor in the UK throughout the summer festival season.

Samsung’s branding will feature on the section through a series of banners and videos, which will also feature on the Last.fm Xbox service.

Fred McIntyre, VP of product at Last.fm parent company CBS Interactive Music Group, said, “Music is a core part of how marketers look to engage with consumers, particularly young people. Because the festivals tool is personalised and users actively participate in the content, it is a really active kind of engagement and so is particularly effective for brands.”

This story first appeared on newmediaage.co.uk

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