Spotify seeks new UK communications partner

Popular online music service Spotify is looking to bolster its UK communications capabilities by initiating a new agency search.

The company has spoken with a number of agencies as it seeks to award a new corporate and business-to-business PR brief, with the aim of improving interest among advertisers and enhancing its market position, reports PRWeek.

According to the report, Spotify is keen to make the appointment without going through a formal pitching process, while its existing partnership with M&C Saatchi is not likely to be affected.

An agency source with knowledge of the matter noted that many companies are interested in partnering with Spotify due to its strong brand and "untainted" position in the market.

The insider added: "Judging by the interest it is attracting, Spotify is like an early Facebook, but there is a tightrope to walk between profitability and credibility."

Since launching in 2006, the company has built up an active userbase of more than 15 million – of whom four million are paid members – and now operates in 15 countries.