Spotify chases more users with YouTube campaign

In a pretty cool move to entice more users, music streaming service Spotify has decided to do a one-day YouTube takeover, reports AllThingsD. The takeover is to promote a nifty idea from the music service that allows fans to “follow” a band for a day.

Simply fans are supposed to “follow” the band Phoenix for a day while in Portland, through an 18-minute documentary that will be available in pieces. According to the report, users are expected to click on the videos early Tuesday morning, which gives them few minutes of clips, then more in the afternoon and then finally at the end of the day when the whole thing will be available. This is supposed to mimic real time.

“The bigger picture is that Spotify, which has grown quickly in the last few years, needs to get much bigger to satisfy investor and management ambitions. Lots of digitally savvy people still don’t understand what the service is, or how it differs from rivals like Pandora or iTunes; plenty of normals simply haven’t heard about it, period,” surmises AllThingsD.

Spotify has been making some serious marketing waves in the past few weeks sparing no expense with its first television ad, which launched last month. Reportedly this YouTube campaign could be setting the company back an upwards of US$400 000 a day.

Interestingly, YouTube can be considered the biggest music streaming platform on the planet and a huge Spotify competitor but it seems the company knows exactly what it’s doing.

Spotify’s marketing chief Erin Clift told AllThingsD that the company is “running an integrated marketing campaign, and when you think about where you get the most reach… YouTube is certainly right up there with television.”