Spotify snaps up analytics specialist Seed Scientific, which previously worked for Apple’s Beats Music
Spotify has acquired data analytics firm Seed Scientific as it looks to gain an upper hand in the increasingly competitive music streaming market.
The company, founded in 2013, has previously delivered algorithms and data-driven solutions for clients including the likes of Audi, Unilever, the United Nations, as well as Beats Music (now owned by Apple).
Financial terms of the acquisition were not revealed, but it appears that Seed Scientific’s team (approximately 20 people) and technology will now become the foundation of a new advanced analytics unit at Spotify.
It is reported that Spotify will now have exclusive use of the company’s technology, and the new unit will be based in New York under the leadership of Seed Scientific’s founder and CEO Adam Bly.
The acquisition is a sign of Spotify’s preparation ahead of the looming music streaming showdown with Apple Music, which will launch in 100 countries on 30 June on iOS, Mac and Windows (an Android version will arrive shortly after).
Apple of course is not the only tech heavyweight to ready a music streaming service to rival Spotify, as Google Music has also thrown its hat into the ring.
But it seems that Spotify intends to use Seed Scientific’s technology to allow to better understand how customers, artists, and indeed brands interact with its streaming music service.
And the fact that Spotify now has exclusive use of the technology, could be a very important differentiator to its rivals, as it could allow it to offer listeners a much more accurate recommendation of what to hear next for example.
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