This exclusive story on Spotify and Coca-Cola's PlaceLists app is from the latest issue of Billboard magazine (cover date: June 15, 2013), which also includes stories on Apple's upcoming iRadio platform, how brands like the NFL and Hershey's are considering original content and publishing for ads, a look at Loud & Proud records, AEG's international boost of StubHub, a Q&A with UMGD's Jim Urie, a cover story on Janelle Monae and her Wondaland HQ and much more. You can pick up this issue here and subscribe to Billboard here.
When Coca-Cola and Spotify first announced their “global strategic partnership” in April 2012, the vague marketing buzzwords only hinted at the products to come. However, the weekend before Spotify founder Daniel Ek announced the partnership at Ad Age’s Digital Conference in New York, the two companies held a “hack den” where developers feverishly worked on new coding for PlaceLists, a location-based global app for the Web that will be featured on Spotify.
PlaceLists provides a new platform for Spotify users to share and update playlists around the world. Using the app, for example, music fans in New York can listen to and vote on songs being played in Ibiza and vice versa. Using Facebook Connect, Spotify users can also create events and add various songs inspired by different PlaceLists. “Coca-Cola is sold in 207 countries and consumed 1.8 billion times a day,” says Joe Belliotti, director of the beverage company’s global entertainment marketing. “What if everywhere you had a Coke, you had a playlist, whether it’s around the corner or across the world?”