Following our story yesterday about the Amy Macdonald promotion on Spotify, Mercury Music Group’s head of digital Azi Eftekhari got in touch to clarify some details. It’s not a pure advertisement, as no money has changed hands. Instead, it’s a partnership between the label and Spotify – ‘the very first Spotify Live in Concert’ – although its promotional nature means that Spotify Premium users won’t see it. The nature of the deal does raise an additional question though: the campaign includes a takeover of the Spotify client homepage, yet if no money has changed hands, does this mean Spotify is effectively giving away its premium advertising slot? Source: SandboxFM

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