Spotify Undergoing Changes to Boost Brand Experience and Customer Appeal

Music platform Spotify is gearing up to strengthen its brand experience in order to improve its appeal with advertisers.

While in 2012 Spotify achieved $500m in revenue from both advertising and paid-for subscriptions, it is understood that the company has never as yet turned a profit since it launched in the US in July 2011.

To turn the tides, Spotify has appointed Amy Vale, previously the VP of Global Research & Strategic Communications at mobile ad network Mojiva, to the new role of Global B2B Marketing & Brand Experience.

Vale has been posted at the music service's New York City office. She will be responsible for growing revenue from brands, driven by Spotify's portfolio of advertising formats on its branded apps and free-to-play service.

In addition, Vale's remit is to work with brands to create experiences on Spotify's upcoming redesign, which aims to bring the service more up to speed with social media sites.

Spotify also recently launched their first consumer advertising campaign, reported to be worth $10m in media spend. Labelled "Spotify: for music", the campaign was designed to boost their appeal and thereby gain market share from rivals such as Pandora and iTunes.

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