This Is will publish live video footage of its ‘This Is Dance 2016’ album launch party headlined by Sigma directly into the Spotify desktop app in real-time. Viewers will also be able to watch the event live on YouTube, Facebook and Twitter. For the first time ever, people will see real-time footage direct from This Is Dance 2016 in place of Spotify’s top ad banner between 8pm-midnight on 30 October. The launch party will be taking place at London’s 93 Feet East, featuring DJ sets from Sigma, David Zowie and Secaina Hudson.

The simultaneous real-time action across the four digital platforms will apparently be the first of its kind and has the potential to reach a real-time audience of more than 4 million UK music fans.

The This Is brand is home of playlists such as This Is House and THis Is Dancefloor, and apparently sees in excess of 5m streams per month across its suite of Spotify and Apple Music playlists. The brand also releases compilation albums, the latest being ‘This Is Dance 2016’, which is released on the same day.

Now, for the first time ever, the brand is working with Spotify to provide a real-time live video dimension to the music streaming experience - using artists which already receive huge numbers of Spotify plays. Sigma attract over 2.2 million unique listeners per month while David Zowie’s ‘House Every Weekend’ currently has over 20 million plays in total.

Paddy McLean, Brand and Playlist Manager for This Is explains:

“We love curating dance music at This Is, so it was only a matter of time before we curated a club- night featuring some of the incredible DJs and producers on our playlists and albums. This Is fans listen from all over the world, so we wanted to give them the opportunity to be part of the event in London. Taking the live experience directly into the Spotify desktop app seemed like the perfect place for it!”

To watch the event, users simply launch Spotify on their computers or go to between 8pm & 12 midnight GMT on 30 October.


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