SPOTIFY'S PROMOTION HORIZON

Sony U.K. is gunning for the No.1 album chart spot this week with Brit rockers Bring Me The Horizon, and Spotify has been a key part of the album's marketing campaign.

The promo for That’s The Spirit, the band’s fourth album and second on RCA (Columbia has them in the U.S.), kicked off with an exclusive campaign on Spotify. A different preview clip was teased each day two weeks before release date on 9/11, and Spotify's homepage featured a banner of the band's album artwork on Friday that presented users with coloured bars representing a different song from That's The Spirit. Distorted snippets of each album track played when users hovered over the panels.

The feature comes shortly after Spotify started targeting Foo Fighters listeners directly with emails advertising a competition to win tickets to the RCA band's show in Milton Keynes.

Is this all part of Spotify's deal with major labels that includes promo for releases? Or are marketing opportunities on Spotify, hitherto strictly "not for sale," now part of the Swedish streaming firm's plan for profitability?