Media360: Spotify preaches the gospel of music

The music-streaming company booked the choir to demonstrate the power of music, according to Chris Maples, UK managing director and European sales director, who delivered a short pitch afterwards.

Maples said: "Last year, we went from a clever little music app, to a genuine, ambitious, scaled digital business that brings music to millions and creates experiences like the one you just had."

He also alluded to the company's new global partnership with Coca-Cola, which was announced a month ago.

He said: "Every four-year period, Coke are associated with the World Cup, then they do music, then they do the Olympics, then they do music, then they do the World Cup, etcetera, etcetera.

"They asked us to power music for them in all those years that aren't the World Cup or the Olympics. And they said to us they want our relationship with Coke to be bigger than their relationship with Fifa. That's a pretty big deal."

Spotify is available in 13 countries – the US, UK, Sweden, Finland, Norway, Denmark, France, Switzerland, Germany, Austria, Belgium, The Netherlands, and Spain. It has more than 10 million active users and more than three million paying subscribers.

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This article was first published on mediaweek.co.uk