Spotify leverages social networking for US launch

NEW YORK: Online music streaming service Spotify initiated its long-awaited US launch this week and is leveraging an array of communications tactics to get its brand message out to consumers.

NEW YORK: Online music streaming service Spotify initiated its long-awaited US launch this week and is leveraging an array of communications tactics to get its brand message out to consumers.

The UK-based company's strategic PR outreach includes print, online, and broadcast media relations as well as blogger, influencer, and brand advocate engagement.

Word-of-mouth marketing is key to Spotify's US brand awareness efforts, so the company is working to engage various social networking and marketing tactics in an effort to encourage users to tell their friends about the service and share playlists they have created.

“We have plans to engage and grow our US social network community over time,” said Angela Watts, VP of marketing and communications at Spotify. “We believe that authentic buzz goes a long way, and people are definitely buzzing.”

Communications surrounding the launch are being handled jointly by Spotify's in-house communications team and Totally Splendid, a global communications agency with offices in New York, London, and Sydney.

“As a company new to the US, it was imperative that we work with an agency that understands the US media landscape and its changing role in the digital space,” Watts said. “We've been true partners with Totally Splendid, working closely together on all aspects of strategy and execution of the campaign.”

The team plans to roll out a number of communications activities and campaigns in the coming months.

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