Spotify Poaches BBC Radio Exec In Push For Localised, Curated And Undiscovered Content material
Video might have killed the radio star, however streaming providers are bringing it again to life. Within the newest improvement, BBC and Spotify at the moment each introduced that George Ergatoudis, head of music at BBC Radio 1 and 1Xtra, is leaving in March 2016 to turn into Spotify’s UK Head of Content material Programming.
“I’m leaving BBC Radio 1, the world’s biggest music radio station, to hitch the world’s main digital music service and I couldn’t be extra excited,” Ergatoudis stated in a press release offered to TechCrunch by Spotify. “There are big alternatives forward for Spotify and I’m delighted to be becoming a member of their sensible workforce. My ardour for music has pushed my complete profession and this subsequent step is sort of a dream come true.”
The brand new position underscores how the on-demand streaming firm — within the face of competitors from the likes of Apple and its personal Beats 1 Radio service — is ramping up its curated (Spotify-chosen), radio-type content material.
Including extra radio expertise to its books might additionally assist Spotify place itself as a spot not simply to listen to in style music, or belongings you already like, however to seek out altogether new acts and tracks. At a time when Spotify has seen some excessive-profile musicians shun its platform, turning to undiscovered expertise makes lots of sense.
Ergatoudis (pictured, proper) is properly-regarded not simply as a producer, but in addition as a expertise spotter, bringing early consideration to the likes of Mumford & Sons, Tinie Tempah, Ellie Goulding and Dizzee Rascal in addition to US acts like Jay Z, Eminem, Kanye West and Pharrell in his time on the earth of previous-faculty radio.
The hope, it appears, is for him to work a few of the similar magic at Spotify.
The Stockholm-based mostly firm, which has seventy five million customers globally, has grow to be a market chief in music streaming providers on the again of a squarely on-demand mannequin, the place customers can select no matter they need to hear from the Spotify’s catalogue of 30 million songs. However the issue with having too many decisions is that it typically leaves individuals stymied on the subject of work out what to take heed to.
So, to increase time spent on its service and to make it extra engaging to extra informal music listeners, Spotify has been including much more discovery options, together with playlists, radio providers and social options to see what others are listening to. In fact, this isn’t new territory for Spotify. The truth is, the person who Ergatoudis will report back to, Nick Holmstén, Spotify’s international head of content material programming, joined the corporate when Spotify acquired his personal music discovery service, Tunigo in 2013, and there have been auto-play options on the platform earlier than then.
However in current occasions, the competitors for curated providers has sharpened up. Apple has created its personal radio service by means of Beats 1 Radio — with a staff of different ex-Beebers operating it. Pandora is now within the means of increasing its personal radio providing with a complement of on-demand content material from Rdio and probably a renewed technique to go worldwide. And Google has used its personal Songza acquisition to construct out its personal radio providing.
Apple has not stated whether or not it plans to increase its Radio service to Beats 2, Beats three and so forth. However as primary streaming turns into extra generic, enhancing Spotify’s personal radio and curation options forward of any extra expansions from Apple or others is a logical step.
Holmstén himself hints that Ergatoudis can be engaged on recognizing undiscovered music as a part of his job.
“George is among the most well-known and properly revered figures within the British music business, and we’re enormously proud and excited to have him be a part of us at Spotify,” he stated in a press release. “His presents for music curation and figuring out thrilling new expertise are second to none, and I can consider nobody higher to assist Spotify introduce music followers to a wealth of latest music and a brand new era of artists that they’re going to love.”
The opposite fascinating factor about this appointment is that it’s the primary time that Spotify has employed an area head of programming for the platform. Taking a area-particular strategy is one thing we’ve seen additionally from the likes of Twitter hiring for its Moments curated-content material groups; and Apple with its construct out of Apple Information.