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.

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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.

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

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

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