In-house playlists may be the next frontier for streaming music services to rope in artists for promotional campaigns. Witness Spotify’s latest partnership with dance star Tiësto, which will see him take over the company’s Dance Mega Mix playlist this Saturday (2 August). From 3pm that day, he’ll be replacing songs on the playlist with his own selections, including his own tracks, for 24 hours. The benefits to Spotify will last longer than the takeover: Dance Mega Mix currently has just over 297,000 followers, but news of the Tiësto takeover is likely to swell those (or, indeed, has already), with those users then primed to be notified when new tracks are added to the playlist in future. This particular star has worked with Spotify before though: in 2012 Tiësto launched his own Spotify app, Tiësto’s Club Life, featuring his choice of tracks, albums and festivals. It’s still the 45th most popular app within Spotify’s desktop client, although he hasn’t updated it since setting his own track ‘Wasted’ and album ‘Club Life, Vol. 3’ as single and album of the month respectively, earlier this year. It’s good to be humble.

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