YouTube will soon debut a revamped music-streaming service to challenge Apple Music and Spotify Technology SA. And the Google division is willing to spend heavily to tell the world about it -- including getting hip-hop star Cardi B to help.
For the service, the video arm of Alphabet Inc.'s Google is readying its largest marketing effort ever, a bid to win new, paying consumers and generate revenue beyond digital advertising. That promotional push is also driven by a need to revive a YouTube brand that's been tarnished by a series of public controversies over inappropriate videos.
Next Tuesday, the company will unveil YouTube Music, a two-tiered subscription service charging consumers for ad-free music and video, including YouTube's original programming. Landing with the service is an enormous ad blitz.