Droga5 takes Spotify's sound to U.S. television

03/25/2013 | New York Times (tiered subscription model), The

Spotify is debuting a Droga5 TV commercial during "The Voice," emphasizing that the Internet radio streaming service is "for music" that fits any moment. The $10 million campaign, which also features an online component, aims at distinguishing the Swedish competitor from other services such as Mog and Rhapsody. It has "a dual challenge: building a brand and building a business," says Starcom MediaVest Group's Lisa Weinstein.

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New York Times (tiered subscription model), The

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