Deal extends on-demand player's global ambition

Continuing to expand its reach through cross-media partnerships, music streaming service Spotify announced a global content distribution and promotion deal with Yahoo! on Tuesday

Deal is arguably the biggest for the Swedish on-demand music player since last fall’s integration with Facebook.

Yahoo! will integrate Spotify functionality into its Media Networks — which the company claims attract 700 million monthly users — starting with Yahoo! Music, then gradually rolling out to its other platforms. Yahoo! will also create an app for Spotify’s platform featuring its own entertainment content.

Move follows a spate of Spotify deals, most notably April’s partnership with Coca-Cola, which aim to integrate its “play” button across a plethora of apps and websites. Other partnerships include Spotify apps from the major label groups and indie labels, as well as playlist and app deals with McDonalds, Reebok and AT&T.

“At Spotify we want to light up the Web with music, and as Yahoo!’s global music partner, we’re able to reach their massive audience,” said Spotify topper Daniel Ek in a statement. Yahoo!’s interim CEO Ross Levinsohn added, “What Daniel and his team are doing is changing an industry, and we’re thrilled to be partnering with them.”

Now active in 15 countries, Spotify has amassed a reported 3 million paying subscribers, with considerably more using the free version of its service.

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