Spotify has partnered with PepsiCo’s Rockstar Energy to launch a new music platform called Press Play in Europe and the Middle East. The platform aims to connect music fans with their favourite artists through virtual performances, collaborations, and exclusive playlists. Press Play will commence this summer with an in-app concert experience on Spotify featuring several chart-topping artists who will be announced shortly. Rockstar Energy customers in the region will also be able to win six-month subscription codes to Spotify and access to other benefits and rewards.
The partnership between Spotify and Rockstar Energy is part of the latter’s strategy to venture further into the music world and engage its target audience of young and active consumers. Rockstar Energy, which was acquired by PepsiCo in 2020, is one of the leading energy drink brands in the world, and it faces competition from other energy drink brands such as Red Bull and Monster Beverage. Bart LaCount, PepsiCo’s vice president of international beverages marketing, said in a statement:“With our ‘Press Play’ platform, we are committed to delivering the boost needed to be your best self and do the things you love. The Spotify partnership and upcoming digital events illustrate our commitment to this mission, as it will set up music fans for an unforgettable experience.”
The decision to focus on Europe and the Middle East reflects the growing music market in the region, particularly due to the expansion of streaming services. According to the International Federation of the Phonographic Industry (IFPI), the Middle East and North Africa (MENA) region was the fastest-growing music market in 2020, with a 37.8% increase in revenue.
Spotify has invested heavily in its international expansion, especially in emerging markets. The company launched its service in 85 new markets earlier this year, including several countries in MENA. Daniel Ek, Spotify’s founder and CEO, said in a press release:
“We always want to be where our listeners are, wherever they are. We’re excited to partner with Rockstar Energy to bring more music and artists to more fans across Europe and the Middle East.”
We’re thrilled to join forces with Rockstar Energy to create Press Play, a new global platform that will bring music fans closer to their favourite artists and songs. We’ll deliver innovative and engaging experiences that inspire and delight our listeners
Press Play is expected to connect the digital and physical worlds through online and out-of-home advertising activations, such as billboards, posters, and social media campaigns. The platform will leverage Spotify’s data and insights to create personalized and curated content for Rockstar Energy customers. Alex Norström, Spotify’s chief freemium business officer, said in a statement:“We’re thrilled to join forces with Rockstar Energy to create Press Play, a new global platform that will bring music fans closer to their favourite artists and songs. We’ll deliver innovative and engaging experiences that inspire and delight our listeners”
Press Play will launch in June 2023 and run until December 2023.