Spotify forms new global partnership with Coca-Cola

It appears that Coca-Cola intends to offer music an even bigger role in their marketing efforts than before. The beverage giant has announced a promotional partnership with online streaming service Spotify. Hence, Coke will integrate Spotify on its Facebook pages, which has more than 40 million fans, and use the company’s technology to power its Coca-Cola Music program. In addition, a joint app is scheduled to be launched in the coming months. It was also announced that Coca-Cola Company’s reach and brand appeal will be combined with Spotify’s online music platform. With Coke as a high-profile sponsor of the upcoming London Olympics, with its “Move to the Beat” campaign involving music producer Mark Ronson as it targets teens to promote the social side of the event, Spotify sure has sufficient incentive to join forces with the Atlanta-based company. Spotify founder and CEO Daniel Ek commented on a press conference Wednesday.

“Coca-Cola is the most recognized and respected brand in the world, and we are proud to be their music partner, and will help bring Spotify to more parts of the world.”

This union makes sense. Prior to the announcement, Spotify created a button that can be added to websites that enable legal streams of songs and albums to be played. On the other hand, Coca-Cola, which owns more than 500 brands, including Sprite, Fanta, Powerade, Dasani and Minute Maid, has long used music to promote its brand. Director of global entertainment marketing Joe Belliotti:

“At Coca-Cola we have long recognized the power of music to connect people around the world. As we step up our activation through Coca-Cola Music, we are excited by the innovative music technology platform created by Spotify and the opportunity to create a truly global music network.”

What are your thoughts on this?

Source: Los Angeles Times