Spotify is trialing a new feature that allows record companies to promote singles by inserting sponsored songs into selected playlists.
The trial currently consists of relevant promoted songs being added to the playlists of non-paying Spotify users as sponsored content. While Spotify has previously offered the option for brands to sponsor specific playlists as a promotional tool, this is the first time the streaming company has facilitated the promotion of individual songs. Spotify Premium users will also have the option to opt out of this feature via the applications settings.
Amidst online debate, Spotify released a media statement claiming the trial to be “testing new promotional tools that deliver the highest relevancy to our users.” The trial comes after recent reports of Spotify’s intentions to go public, as well securing key in-app ticketing deals with AXS and Eventbrite, moving the company further into the music ticketing industry.