Logo CoolBrands WomenI’m on my way to meet Erin Clift, the vice-president for global marketing at Spotify, the digital music streaming service that has taken the world by storm since 2008.

The new Spotify offices on West 19th Street reflect the company’s free and proud spirit with open-plan offices, funky graffiti on the walls and a central space where the company’s in-house band gives live performances. After Erin and I head out to the deck and find a seat in the lounge area, I ask her what motivated her to join Spotify.

“I strongly believe in our founder Daniel Ek’s vision to make music available to anyone, anywhere and anytime but not without financially compensating the artists. Revenue is generated through subscriptions and advertising. It’s a way of democratizing music and at the same time combating piracy.”

“Ok, but there are other music streaming services – what makes Spotify unique?”

“To me there are three things that make it unique. First of all its accessibility: Spotify allows anyone to listen to all the world’s music on any device and for free. Secondly, it allows you to easily create your own music collection – your own music identity as it were.

Spotify - Around the World in 80 Brands
Spotify – Around the World in 80 Brands

“And finally, Spotify creates new communities around music. In the current era of social networks, people want to share everything, and now we can share our favourite music and playlists with the people we care about.”

“So you could say that music is in fact the original social network, and that you are reviving and strengthening that,” I say.

“That’s right,” says Erin. “Music has connected people through history. It is inherently social and incredibly individual. At Spotify, we connect these two worlds.”

“What is one of your most memorable Spotify moments?”

“I just had this funny experience: I was with a group of college friends at a joint birthday party and we made a soundtrack of our college years. It was hilarious, because every song brought back a memory! The connection between music and memory is incredibly strong. Actually you could say that we ‘soundtracked’ that shared period of our lives. That’s quite amazing.”

“And so what’s next? What does the future hold for Spotify?”

“We want music to become a constant and relevant companion throughout your day. 

Music captures moments, and we want to be there, for you, at any moment. Whether it is a moment when you’re working out, relaxing or hanging out with friends. And we are using the power of technology to get there.”

Spotify - Around the World in 80 Brands
Spotify – Around the World in 80 Brands

“Can you give an example?”

“Imagine go for a run every day listening to your personal Spotify running playlist… What if we help you speed up? We can adjust your workout, so you listen to music with a higher BPM, giving you a better workout.

“We’re developing this together with advertisers and sponsors to not only add to your workout experience but also provide tips and information that are relevant to your workout.”

“Sounds amazing,” I say. “We’ll definitely keep watching the rising Spotify star, and especially, enjoying its music!”


Meeting Erin Clift, Global Marketing Director Spotify, at #CannesLions - CoolBrands
Meeting Erin Clift, Global Marketing Director Spotify, at #CannesLions – CoolBrands







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