Cazzette Collaborating With Spotify to Promote Debut Album

Taking an innovative approach to marketing their debut album, Swedish dub-house duo Cazzette are partnering with Spotify. Cazzette Collaborating With Spotify to Promote Debut Album

Until recently, the most anyone heard of Swedish dub-house duo Cazzette were remixes and a just-released video for first original track “Beam Me Up.” But, the second act pushed by Ash Pournouri’s At Night Management, with the first being house superstar Avicii, is getting ready for its debut, eject, on November 13, and they’re partnering with Spotify to get the word out and essentially increase album sales.

Such an effort is the first time Spotify has actively been promoting a band’s album. Although they gave a major push to Kendrick Lamar’s latest release, multiple factors likely led to its No. 2 Billboard 200 placement. However, Steve Savoca, Spotify's global head of content, explained to Billboard the on-demand music service has no intention to replace labels. He said: "We want to be a powerful partner to artists so they can leverage our platform to build strong one-to-one relationships with their fans. That's something we've been putting a lot of effort into that lately."

Cazzette, on the other hand, sees this effort as an experiment – one that can have either a positive effect on their album sales, social media figures, and concert attendance, or nothing at all. Because they make their money off shows, the group’s Alexander Björklund said: "Album sales are secondary. Of course, the promotion will reflect album sales, but that's not the main reason we're doing this. Accessibility and exposure is more important for us, as opposed to selling as many CDs as possible."

Written on Nov 11 2012 by Irene Test (Google+ profile), writer at KOvideo. Tags: avicii cazzette spotify at night management ash pournouri


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