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Spotify Advises Long-Term Authentic Music Collaboration For Brands

  • The Drum, Wednesday, April 2, 2014 7:37 AM
Spotify's Head of Branded Experiences, Jack Milligan, is advising brands to put music at the heart of their long-term strategy when teaming up with artists. Speaking at Advertising Week Europe, Milligan warned that one-off collaborations do not achieve anything near the engagement with an artist's fans as a longer-term partnership. "Brands need to do something that continues so they can get so much more out of it," he said. "The more the artist gets behind it the more engagement you see."

Charles FitzGerald, Head of Artist Partnerships at record label PIAS, also spoke at the event and agreed that fans can see through a one-off campaign which looks like a famous face is just being 'plastered' over a brand. By working more closely with an artist the partnership can become far more authentic and open up opportunities to interact with fans at gigs and on social media to capture valuable data.


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