Spotify partners with Three for music campaign

Spotify has tied up with Three to promote the experience of using its online music service on the mobile network.

Tinchy Stryder
Tinchy Stryder

The campaign is called Now Playing.

In July this year, it was reported that Sweden-based company was planning to advertise on television for the first time, moving away from its ’no marketing’ policy.

NowPlaying, sees Spotify and Three showcase British music talent at two gigs in London and Manchester, with Tinchy Stryder, White Lies and I Blame Coco heading the bill. The campaign has been created by agency Amplify.

The events, on 28 October and 18 November, will be promoted by both brands through an integrated campaign including social media, SMS, email marketing and PR, as well as through the campaign website, nowplayinguk.com.

It is hoped that further audience reach will be achieved by the personal networks, communities and followers of the artists themselves.

Jonathan Emmins, founding partner at Amplify, says: “Spotify has a great network and this is a good example of how to use that nework, involving the the artists and engaging within their huge spheres of influence.”

“Music is so emotive anyway, so what we’re trying to do is show that ’experience’ within the context of Three.”

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