Spotify has announced details of a new global partnership with WWP’s Data Alliance.

WPP is the world’s largest communications services group, and its Data Alliance supports the group by enhancing its access to data and data-driven marketing applications.

The multi-year deal will focus on collaboration in data, insights, creative, technology, innovation, solutions and new growth markets, and means the WPP now has access to the unique listening preferences and habits of Spotify users.

The partnership is designed to uncover new insights that will enable improved campaign planning, more relevant creative strategies and enhanced cross-channel targeting. WPP plan to harness the connection between music and audience moods and activities.

Alex Underwood, Spotify’s, VP global head of agency and partnerships said, “Today’s announcement lays the foundation for a long term strategic alliance between Spotify and WPP. This partnership will drive mutual growth and enable us to further unlock the power of technology, creativity and music data for brands.”

WPP Data Alliance CEO Nick Myhan added, “It’s not about ‘just’ having data anymore, it’s about finding new ways to create connections through emotion.”

Spotify is currently available in 60 global markets, with more than 100 million active users and 40m paying subscribers.

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