Following in the footsteps of Facebook and Twitter, Spotify is attempting to further monetise its platform by creating brand pages.
20th Century Fox is the first advertiser to sign up, with a page customised to promote the forthcoming release of Titanic 3D.
It encourages users to add their favourite songs from 1997 (the year the film was released) and links to a playlist of number one songs from the 1990s.
The page also features a Facebook-integrated app that allows users to create their own film trailer and include three friends in the credits.
Spotify says that the new features are enabled by HTML5 so brands can create experiences within the platform rather than linking to a separate site.
Brands could feasibly include anything from blogs, live chat to video streams, which Spotify says opens up a great opportunity for data capture.
The use of HTML5 in Spotify’s brand pages provides brands with the freedom to customise the user experience to an extent that other social networks can’t offer.
For this reason we will probably see several brands trying out new campaigns within the music streaming service to see how it affects consumer engagement.
But the key to Spotify’s strength is still its partnership with Facebook.
20th Century Fox’s page encourages users to share content with Facebook friends, and it’s probably fair to say that the brand would not have considered Spotify for the Titanic promotion if this wasn’t able to do.
The music streaming service added 7m new users in four months after its partnership with Facebook last year, and it needs to ensure this relationship continues if it wants to keep building its advertising platform.
It is now up to 3m paying subscribers worldwide, but if it is to continue offering a free streaming service then ad revenues will remain a key revenue source.