The digital music market is highly fragmented and Scandi music service Spotify faces competition from all directions. Still, with 40 million active users, a quarter of which are paying subscribers, Spotify is the biggest on-demand streaming service. The music site is making a big push to boost user numbers, which has led some to speculate an IPO might be on the horizon, though Spotify has denied this. Consumer PR plays a key role in this growth strategy and is led by London-based CJ Stanley, who joined Spotify about three years ago from UK telecoms brands Orange and Everything Everywhere (now EE).
Prior to this, Stanley was PR manager at Yahoo in London, working with her current boss at Spotify, Angela Watts, for the first time. With Spotify expanding across the globe, Stanley has to ensure communications are relevant and nuanced by creating consumer campaigns "in a box," which are then repackaged to suit each market.