Spotify and Coca-Cola have entered into a global partnership to create social experiences centered around discovering and sharing music. The wide-ranging arrangement was announced today by Daniel Ek, Spotify founder and CEO, revealed the wide-ranging agreement during a presentation today at the Ad Age Digital Conference.
In a huge endorsement of its platform, Spotify will be responsible for the underlying technology for Coca-Cola Music globally. For one thing, this includes providing playable and sharable music to the Coca-Cola Facebook page and its 40 million fans, leveraging Spotify’s existing Facebook integration and other capabilities.
Additionally, Spotify will be incorporated into the app Coca-Cola will be unveiling for the 2012 Olympics in London, as well as potentially into other apps created throughout the partnership’s term, which currently runs until the end of 2013.
There also will be other as-yet unspecified initiatives born from this relationship.
“Spotify and Coca-Cola both believe that music, technology and creativity can connect people around the globe,” Ek said, adding that Spotify was proud to be the music partner of “the most recognized and respected brand in the world.”
Coca-Cola said it philosophically wanted to bring universal access to music to everyone on the planet, and that this agreement would span existing and new Spotify markets. It’s all a long way from Coca-Cola’s 1970’s wish “to teach the world to sing,” but the brand has been early to embrace the value of aligning its brand with music throughout every technological advance from branded sheet music to today’s deal with Spotify.
“The potential for this partnership is limitless,” said Joe Belliotti, director, Global Entertainment Marketing, the Coca-Cola Co. “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.
Spotify – official site
The Coca-Cola Co. – official site
Joint press release