Spotify, Phoenix join forces for integrated YouTube ad

Spotify and YouTube have partnered to make your roadie dreams come true, sort of. The streaming music service launched a one-day "takeover" ad on YouTube's homepage yesterday, aimed at bringing more subscribers to Spotify.

Visitors can "follow" the French band Phoenix through an 18-minute documentary that began rolling out in segments.

To see the entire documentary, fans had to visit YouTube throughout the day. The entire video was available by the end of the evening, while those who shared it via Facebook or Twitter were given quick access to all 18 minutes.

"See what it's like to follow @wearephoenix for a full 24 hours," the Follow Phoenix sharable Facebook link said. "And follow them every day on @Spotify."

Neither YouTube nor Spotify immediately responded to a request for comment about the campaign. But All Things Digital, which first reported the video, pointed to Spotify's need to boost its subscriber base to satisfy investors. This online ad comes a month after the streaming music service launched its first TV commercial in an effort to snag more listeners.

These campaigns don't come cheap, though. According to ATD, YouTube homepage ads cost about $400,000 (£260,000) a day. Spotify currently has about five million subscribers who shell out $10 (£6.5) per month for premium service.

A partnership between Spotify and YouTube may seem counterintuitive, since YouTube offers an unlimited supply of free music. But Spotify's "integrated marketing campaign" doesn't discriminate against advertising platforms, be it television or YouTube, Spotify marketing chief Erin Clift told ATD.