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It’s interesting to see today that men’s grooming brand King of Shaves is partnering with Spotify to launch its first-ever branded playlist on the music streaming service.

The brand aims to pick songs that represent its personal care brand, which is apparently all about “bending the rules”.The idea of branded Spotify playlists seems to be very popular at the moment.

MTV joined forces with the site in April to support its Staying Alive campaign against HIV/Aids with “play safe” playlists, to which people can add their own music to get themselves in the mood for (safe) love.

Fiat also launched a branded playlist in June this year. It features songs that apparently demonstrate a “feelgood” vibe. At the time, Chiara Camandona, Fiat digital marketing, Fiat Group Automobiles UK suggested that rather than just choosing music appropriate to Fiat, the car brand was keen to ally itself with Spotify as a brand itself due to its innovative business model.

With Nike, Carling, Ray-Ban and H&M on the list of brands that have also signed up to produce branded playlists for Spotify, it appears this may become a nice little earner for the website. With the firm’s iPhone application only recently launched, it appears Spotify is quickly diversifying its business schemes…


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