How innovative brands use Spotify to their advantage

Restaurants, stores, presidential campaigns, and magazines are making playlists on music-streaming platforms such as Spotify and Grooveshark as a way to foster engagement. You can, too.

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It turns out that songs from those bands are among the 28 tracks on the official 2012 Obama campaign playlist. Staffers created the list via the music-streaming platform Spotify and, in the tweet, shared a link to the playlist. Ostensibly, the playlist is the music that campaign staffers are listening to, but beyond that, it’s another way for the campaign to engage with potential voters. Nearly 12,000 people have “subscribed” to the list.

Sweden-based Spotify is one of several digital music services that enable users to create playlists—it’s free and legal—and share them online. But these services aren’t only for music lovers. As the Obama campaign demonstrated, PR professionals and marketers can roll them into social media and marketing plans, providing another tool to build their brands and foster internal collaboration.

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