The streaming game has been hearing up the last five years, turning a once geeky, slow connectivity and often frustrating early adapters experience into the preferred way to consume new music.
Jay-Z may have a point about artist payments, but the way he launched his own service, TIDAL, (in partnership with labels) has left a sour taste in the air of greed. I read his autobiography. He had a tough childhood, he’s been part of the one percent longer at this point….
We don’t look anything alike, you may be wearing a Yankee’s cap, but you owned part of a sports team, a management company, you party on yachts and hang out with PPP culture’s A-listers. I don’t feel bad for you, you have Beyonce on your arm. But back to the point.
Taylor Swift is in a unique position to sway younger listeners getting their feet wet with streaming, but does she need her own service with another select group of artists that range from hipster cool main streamers to super wealthy? Doubtful. Too many factions and artists cutting out will lead to fans getting the raw end of the deal or turning, once again, to piracy, which is what streaming in general, was developed to stop.
That’s where a business, in this case Spotify, has to look at their roadmap and reassess what is going to make them maintain their audience, and provide the next step of enhancement. What will make their content more compelling than the same kind of exclusives other content sites provide? They are going to add video, that’s great but that game is heating up with competitors, so where can they go next, where competitors are not? Spotify’s new relationship with Starbucks brings together the U.S.’s other daily need – the one for caffeine.
I’d much rather have baristas involved in Spotify DJ’ing and talking about music, with an added bonus of coffee perks, then the disastrous race relations program, #racetogether. This new relationship is forward thinking and beneficial to both brands. I say yes to Starbucks trying out new products, especially now they serve flat whites and cold brew.
This is not the first partnership to expand Spotify’s cool brand offline experience. Their parnership with Uber has my man tortured while I play DJ. It’s a mobile party in the U.K. Smart branding all round and making the streaming experience communal.
Congrats Spotify, now can we please expand the deal to Europe so this premium streamer can get in on it? Cheers.