One of Spotify’s newest artist-centric tools, Marquee, was recently migrated out of beta and into wide release. “With this pioneering agreement and UMG’s input, Spotify will continue developing unparalleled, forward-thinking, artist-focused technology that will help inspire more connections between artists and fans at the right time in ways that other platforms cannot.” “Our teams both understand technology and innovation are crucial to the future of music,” he said. “With UMG’s commitment to being an early adopter, and to providing valuable input on our marketing tools, we expect to create more opportunities to connect both frontline and catalog artists with new and existing fans around the world.”Įk said that he and Grainge have spoken extensively on the ways they can work together on continuing the streaming-fueled resurgence of the once-ailing recording industry. These tools present an opportunity to reach the right audience at the right time in ways artists can’t with other platforms. So not only are artists reaching listeners when and where they are actively choosing to engage with music, but they are reaching listeners who’ve shown interest in the artist’s music and have the potential to listen more.
In a statement to Billboard, Spotify chairman and CEO Daniel Ek explained that his company’s mission is to “give creative artists the opportunity to live off their art, and fans the opportunity to enjoy and be inspired by it,” adding, “our Marketplace strategy - and the tools and services we build to help creator teams engage with, grow, and better monetize their fanbase - are critical to this mission.”Įk said, “Unlike other music promotion options, ours are native to our platform.
The music streaming leader last renewed with UMG in April 2017. With the pact, Spotify now has licensing agreements with all three major labels and Merlin, the indie sector’s global digital rights licensing agency. Lupita Nyong'o on the Intense Shoot for 'Black Panther: Wakanda Forever' and the Weight of Global Stardom
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