Drinks giant will integrate Spotify into its Facebook presence and Timeline.
The deal will make Spotify 'the key underlying technology' for Coca-Cola Music globally, and enable the latter's Facebook audience of over 40 million fans to create social experiences around songs.
Coca-Cola will also leverage the Spotify API to reach enthusiasts through various apps – the first of which was built by developers during a two-day Spotify/Coca-Cola “hacker den” held in New York City. The new app will be unveiled for the 2012 Olympics in London.
It all illustrates how much music has shifted – from a product that people buy to a resource that helps to promote brands.
Coca-Cola has a history of using music to promote its products, from sponsoring radio shows to creating brand 'anthems'.
“Coca-Cola is the most recognised and respected brand in the world and we are proud to be their music partner,” said Daniel Ek, Founder and CEO, Spotify. “Spotify and Coca-Cola both believe that music, technology and creativity can connect people around the globe.”