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New Stance, of The Miroma Group's entertainment and sport digital marketing agency, has been selected as Spotify's new UK influencer marketing agency.

The agency will work closely with Spotify and its premium team to devise and deliver a new influencer marketing strategy, which will include education and awareness campaigns across multiple segments of the business. Some of their responsibilties will include targeting audiences that range from students to 35+, promoting special offers to new and existing customers and supporting Spotify's UK partnership activations.

Influencer marketing is an intergrated marketing function for Spotify; it encourages more authentic engagement with audiences and increases their knowledge of the music streaming platform's capability. 

New Stance worked with Spotify throughout 2018 on several high-profile campaigns and events, in which they successfully amplified the brand’s influencer marketing activity, promoted seasonal offerings, and raised awareness of premium events like Stormzy’s Birthday and Justin Timberlake’s Man of the Woods album launch. 

The agency was also behind several successful Spotify student campaigns, such as  its end of year Wrapped campaign which gave users the chance to relive their most played songs from the past year. 

Olga Puzanova, UK marketing director at Spotify said: “New Stance has consistently delivered and exceeded our expectations across multiple campaign and event activations, ensuring our influencer marketing strategy is consistent and creates genuine brand engagement. They’ve helped us drive awareness, monthly active user’s and push other key social metrics for multiple demographics and geographies. We’re excited to see what they will bring to Spotify moving forward.” 

New Stance CEO, Mark Keisner said: “It is important to ensure that we allow Spotify to talk and engage with its audiences as authentically as possible. Influencer marketing campaigns have worked effectively because we understand how to develop lasting relationships and match the right activation to the right influencer, providing access and knowledge to products and the lifestyle that Spotify gives its customers.”