Spotify's CMO on Using Data to Learn About Millennials

And what the streaming service now knows

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Spotify, the Swedish service that's brought music streaming into the mainstream, has spent nearly a decade winning over millennials. Now, with 30 million subscribers and 75 million users, it's begun targeting a broader demographic with spots featuring a rock album from Pope Francis, Americans moving to Canada and Falkor, the dog-like creature from the 1980s film "Neverending Story."

Here, Spotify CMO and Clio Music Awards juror Seth Farbman discusses how the streaming service uses data, what that data says about millennials and how music is shaping advertising.

Adweek: What kind of millennial insights are you seeing from the data?

Seth Farbman: What we have seen very consistently is this use of music to either share who you are or hide who you are.



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