As a newcomer to the U.S. in music streaming, Spotify has already seen huge growth in its paid and free subscriptions, even though it is still invite-only. Major labels are seeing this as a potential piracy killer. To keep it heading in that direction, UMG is launching Digster.
Playlists are arguably the most social part of Spotify. Users (both paid and free) can create as many playlists as they want. These playlists are then public, meaning that their friends can see them and, here is the key, subscribe to whichever ones they would like. Once a user is subscribed to a playlist, it is added to their public profile. So, in essence, any playlist has the potential to be seen by everyone on Spotify.
UMG is using the other resource at its fingertips: its music-loving employees and artists. Select musicians and staff have created a number of playlists that will be found simulatneously on Spotify, the Spotify website, and the Digster site. These playlists will have themes, and feature only label artists. There will be both static and dynamic playlists, depending on the Spotify use of the creator.
With the launch coming later today, which UMG artists are you excited to see playlists from? With a catalog with the likes of Lady Gaga, Justin Bieber, Kanye West, Nicki Minaj and the Black Eyed Peas, the possibilities are seemingly endless.[Source: Billboard.biz]
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