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Spotify exec: ‘Audio is our biggest focus and strategy’


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Some music rightsholders will bristle at the quotes from Spotify’s MD for central Europe Michael Krause made at the Frankfurt Audio Summit this week, as reported by book-publishing industry outlet The Bookseller.

“Audio is our biggest focus and strategy, and the biggest part of audio for now is podcasts. There is this big trend for audio. People are bored of looking at screens, and this is another way for them to access stories.”

Without more context around those remarks – was Krause referring to Spotify’s ‘focus and strategy’ for *growth outside music* for example? We’d advise not grabbing the pitchforks too hastily.

Spotify’s execs have been busy in Europe this week though: VP of EMEA sales Marco Bertozzi was talking at Mediatel’s Future of Audio event about separate topics: including a call for brands to do more with audio advertising. Speaking about advertising: “Your eyes are worth ten times more than your ears. That can’t be right,” said Bertozzi, according to Mediatel. “I often get asked by advertisers what the next shiny new thing is at Spotify. I find myself saying that the next big thing for you as an advertiser is to actually do something different and embrace this audio space… My message to advertisers is that not all audio is radio. You’ve got a whole canvas and opportunity to do different things, and you should be thinking about it.”

Stuart Dredge

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