Rdio promises marketing dollars to local artists

Rdio promises marketing dollars to local artists

Music streaming service Rdio has appointed Paola Cracknell head of music and media partnerships as the media company pledges to support local artists and events with “real marketing dollars”.

Cracknell was most recently head of music and talent for MTV Networks and was senior producer and talent booker for The Kyle and Jackie O Show for five years.

Rdio, founded by the co-creator of Skype and a local joint venture partnership with DMG Radio, said the appointment is a “major expansion in to the Australian market”.

The service plans to work with indie artists and local talent to offer its users “exclusive content”, with artists then able to reach a wider audience through the platform’s global users.

 “Our subscribers love discovering new music and providing a credible platform for Aussie artists is part of my goal,” Cracknell said.

“Furthermore, Rdio has a vested interest in supporting local Indie labels. Rdio already has an unrivalled library of more than 20 million songs to listen to, all this adds up to having the most comprehensive catalogue for the passionate music lover.”

Rdio is also out to create media partnerships with local music festivals, artist tours and major music events.

In addition to her music and media role, Cracknell is also head of the brand’s local public relations.

Her appointment comes after Colin Blake, former vice president of Brand Partnerships for Viacom Australia, joined as territory head.

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