At a press event in New York City the founder and CEO of Spotify, Daniel Ek, announced that they will be partnering up with the beverage giant, Coca Cola. The purpose of the unlikely partnership is to promote the music service on a global scale as well as advertise Coca Cola to bring up revenue.
To join forces with a hundred plus year old company that is known world wide would be considered by many as the collaboration of a life time. Yet, Ek expressed that, "this partnership is just as important as the Facebook relationship for us" as reported by PC Magazine.
As for Coke, they are no strangers when it comes to working with the music industry. According to Ad Age, they've have been using music to attract the younger crowd due to this demographic:
"teens are projected to represent one-third of the global population by 2020. The U.S., China, India, Indonesia, Nigeria and Pakistan are expected to have half of the teen-age population by then."
This statement clarifies why Coke would want to work with Spotify. In addition, ABC News reporter Tina Trinh, further explains Coca Cola's logic to working with Spotify:
"By renewing its focus on technology and aligning itself with a music service used by young adults, Coca-Cola is attempting to stay relevant to young consumers and their changing musical tastes."
In the coming months, Daniel Ek also announced that they will be adding brand apps onto their Spotify desktop app to allow its users access to new music. They've made plans to work with Coca Cola, McDonald's, AT&T and other brands as they expand their business to the global community.
One could say that Spotify is lucky to work with these well known companies, but i feel they are lucky to work with Spotify. Although, these companies that are collaborating with Spotify are much more known, Spotify's business caters to the majority of the population whether they are well known or not.