Spotify on how the music platform has become a sophisticated marketing tool for artists

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Lam, part of the company’s artists and management team, was discussing how the services Spotify had introduced for both artists and music listeners had helped push the recorded music industry back into growth. Total revenues in the global industry fell by 36% between 1999 and 2014, from $23.8bn (£17.6bn) to $14.3bn. In order to win round the industry, Lam said, Spotify needed to demonstrate its value as a marketing platform for artists – which it did by convincing music charts bodies to include streaming, alongside sales and radio airtime. read more at campaignlive.co.uk

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