“If you think about the places where people spend their time in media, they spend a lot on music and a lot on news,” said Meredith Kopit Levien, chief revenue officer for the Times. “So it made for a very positive association.”
The partnership is an unusual one at first glance. The Times is a pillar of U.S. journalism while Swedish Spotify still holds onto its upstart identity even as it has grown. But the common connection for both companies is their efforts to bring a media industry into the digital age.