After Apple’s poaching of key BBC radio execs earlier this year, the radio vs. tech face-off continues—and this time it’s Spotify and the Beeb in the ring. BBC Radio 1 and 1Xtra kingpin George Ergatoudis—the man responsible for finalizing playlist decisions—is joining Spotify in the newly created role of Head of Content Programming for the U.K.

Based in London, Ergatoudis will be responsible for leading the in-house curation strategy and content programming in Blighty for the streaming service from March onwards. The exec has been vocal in the past about the threat Apple poses to traditional radio stations and his recent move suggests it’s the tech side of the fence on which he’s hedging his bets.

Said Ergatoudis: "There are huge opportunities ahead for Spotify, and I am delighted to be joining their brilliant team. My passion for music has driven my entire career, and this next step is like a dream come true.”

Nick Holmstén, Spotify's Global Head of Content Programming, added: “George is one of the most well-known and well respected figures in the British music industry, and we are enormously proud and excited to have him join us at Spotify. His gifts for music curation and identifying exciting new talent are second to none, and I can think of no one better to help Spotify introduce music fans to a wealth of new music and a new generation of artists that they are going to love.”

The news arrives just one day after Apple announced its first foray into live concert streaming (aside from its own events) with a Taylor Swift tour exclusive. Under Ergatoudis’ watch, expect Spotify's playlists and content offering to become smarter, more bespoke and extensive.

Grab some popcorn and take a seat, the battle for subscribers just got very interesting indeed.