Virgin Media eyes Spotify for music partnership

Virgin Media is closing on a deal with European music service Spotify having failed to secure its own contracts with Big Music.

The Telegraph is reporting that Virgin has put its own service 'on the back burner' after three of the big four publishing companies declined its advances.

Virgin has apparently already built the back-end of the unlimited subscription service, but has no music to populate it. Hooking up with the already established Spotify could fix that shortcoming in a trice.

A source 'close to Spotify' told the newspaper, “Spotify and Virgin Media are close to concluding a partnership deal. The finer details are not yet known, but Spotify will be offering new tools and content exclusively to Virgin customers as part of the arrangement."

Quite how Warner, Sony and EMI will respond to Virgin trying to sneak in through Spotify's back door remains to be seen.