Spotify has announced it has agreed to an exclusive media partnership with reality TV show The X Factor for its current season in Australia.
The partnership is the first that The X Factor’s Aussie show has made with a music streaming service, and is the first of its kind for Spotify since launching in Australia in 2012.
It will primarily focus on the finalists’ performance shows, which will be broadcast live on Channel Seven, and the performance recordings will then be available to fans on Spotify.
Spotify will be supporting the show on-platform and via owned media channels throughout the partnership, and will include artist pages for each of the finalists with dedicated URLs, support in Spotify’s famed ‘Browse’ homepage carousel, and dedicated audio and display house ads promoting The X Factor.
The music streaming giant has also launched an official profile for The X Factor today, which features a favourites playlist with top tracks by alumni of The X Factor from across the globe, as well as playlists curated by the judges, host, and finalists of the Aussie show.
Meanwhile, The X Factor will promote Spotify content in-show and via an extensive digital campaign via Yahoo! 7, as well as featuring a Spotify ‘play button’ and a custom-built trends widget that shows who is trending among the final 12 contestants based on their streaming data on the show’s official website and social media channels.
Kate Vale, Spotify’s managing director for Australia and New Zealand, said the new deal with The X Factor is the single biggest media partnership it’s ever launched in Australia.
“To be doing this with The X Factor, a proven and popular entertainment brand that has launched the careers of countless international and local artists, is really exciting,” she said.
FremantleMedia Australia’s general manager of brand partnerships, licensing and digital, Zara Curtis, said the partnership with Spotify is a “truly engaging proposition that brings music fans and The X Factor closer than ever before”.
“It is the perfect mix for us to partner with platforms that resonate so strongly with our entertainment brands and the target audience of our broadcast partners,” she said.
“We’re proud it is a partnership that has such authentic audience synergy and the first of its kind for Spotify with an Australian television program.”