Rdio change their marketing strategy

Staff Writer

dmg Radio's streaming music service Rdio has changed its marketing strategy from traditional media channels to exclusive content partnerships with labels, following what the company have done in the US.

Colin Blake, Head of Rdio for Australia and NZ, said they would avoid “ego-marketing” and support artists and music content instead.

This is after Rdio in the US did a deal with Paramore where they gained access to the band's new album (although it was still available on iTunes) for a week, as well as having two of their songs exclusive on Rdio.

Blake says: “We had 1.25 million streams. It was very much beyond our expectations. It didn't cannibalise iTunes revenues which was quite important from the label's perspective. That's now how I'm going about marketing in Australia.”

Rdio are also planning media partnership deals with local music festivals, touring artists and music events. They recently supported the James Blake tour and Stereosonic with more to come.

Read more in The Australian here.

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