Spotify CMO Takes on Music Streaming and Branding

The company adapts to the evolving digital market

Spotify Discover Weekly Other Images Final“Before Spotify there was a free tier called piracy”, said Seth Farbman, Spotify’s CMO who joined the company this year after serving in a similar role at GAP. Now, his task is to work on branding the music streaming service, and similar to the fashion industry, that means helping users to express themselves.

Spotify occupies a prime spot in the digital music landscape, and Taylor Swift in particular has expressed criticism about the platform’s free service. At the Financial Times (FT) Future of Marketing Summit on Wednesday in New York, Farbman offered his perspective on the current pricing issues, how the services evolved, the brand’s communications challenges and marketing opportunities moving forward.

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