PERLA BLOOM, RAPP UK, EXAMINES SPOTIFY'S CREATIVE STRATEGY

"Spotify know that music is a passion for many millions of their customers, so authenticity has been absolutely key to building and maintaining a strong and loyal database of fans. They have an inclusive and equally transparent mantra of ‘music is for everyone’ which avoids monopolising artists’ music, despite every other streaming service adopting this strategy. I also loved the fact they readily admitted that that they didn’t have Beyoncé’s Lemonade, telling customers they were ‘working on it’."

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