Spotify’s much-anticipated arrival in America, flush with a $100 million round of funding, is heralded as a new chapter in digital music. The hope is the service can find a middle ground between the needs of artists to make money for their work and the desire of consumers to share and discover new music.
Spotify’s success is also dependent, to a large degree, on the development of a workable advertising model. Any number of doomed digital music upstarts have been felled by an inability to find the right economic model, particularly when it comes to advertising.
“Spotify is a potential disrupter for sure,” said Ian Schafer, CEO of digital agency Deep Focus. “It makes sense for your brand to be anywhere that consumers are spending a lot of time. I think right now there are relatively few advertising partners in the U.S. and a relatively large advertising inventory. Using Pandora we’re limited with what we can do, but with Spotify we have an opportunity to get more complex.”
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