Spotify is about to release an API. That means Spotify is about to explode through the web, gaming, and PCs. But is it more than just “a magical version of iTunes in which you’ve already bought every song in the world“? And if so, is it brand friendly?

Yes. And yes.

Spotify has exploded onto more than a million screens since its free public launch in February and this number will soar once its free service launches in the US and the rest of the world. It’s another staggering web success story. But unlike many web successes of late, Spotify knows how to monetize its product. However it does this with a traditional adware model and as we know, the age of interruption is on its way out. The new API will give rise to a plethora of intelligent uses for Spotify. But these apps will come from smart, savvy, quick to act indie developers. There is no doubt that brands will lag behind with their own apps. But hopefully marketers and their agencies will be quicker to step up and bypass Spotify’s 20 seconds of ads for 30 minutes of music model and engineer innovative advertising models that suit the Spotify platform and consumers alike.

Brands are already partnering with Spotify. Conde Nast’s launch of Wired in the UK advertised on Spotify. And it should have. Spotify is the zeitgeist platform and Wired is the mag of the moment but shouldn’t a magazine whose tagline is The Future Edited have created a more advanced partnership with Spotify than a 30 second ad which no doubt most listeners would remove their headphones to? Perhaps something like VW’s partnership with the music player would have been more appropriate:  http://volkswagen.se/passatecofuel/. Plenty of alcohol brands sponsor music initiatives and Carling has got on board with a very simple playlist creator.  And as we see Hollywood becoming more innovative at marketing than brands, Universal is also using playlists to promote The Boat That Rocked. Nike, H&M and Ray-Ban are also developing partnerships with the platform showing that plenty of brands are partnering with Spotify. But they need to innovate.

There are several pre-API Spotify applications on the web at the moment, but I cannot find any that are owned by offline brands. The next step is for a branded app to integrate Spotify’s API and make this the must have app whether that’s on your phone, TV or PC. How about an Axe app which automatically sends playlists for lovers to serenaders’ phones to help in the mating game? Could Audi integrate the platform into their car stereos?

Spotify knows how to monetize itself and branded opportunites are obvious. But out there is an app that truly integrates the platform in a way that will wow consumers.  Let’s see if it comes from a brand.

Tags: api, Carling, HM, iTunes, monetize, nike, Ray Ban, spotify, wired