Spotify has introduced a new feature that lets brands sponsor playlists on the streaming service.
Sponsored Playlist is now available in the US and is in beta in the UK, with scope to bring the product to other markets later this year.
Users are able to reach and engage target audiences through the new feature.
Kia motors recently sponsored New Music Friday to introduce its new Kia Sportage model. Through the sponsorship, Kia was able to promote its new Sportage to users as they discovered new music throughout the week.