Many music companies have embarked on deals with other industries in order to get more ears on their libraries. Telecoms are often the subject of these partnerships since they bring a streaming service’s premium subscription to a built-in audience. Labels don’t often reach out directly to other service providers, so Universal’s choice to go this route is a unique twist on the type of arrangement we’ve come to expect. Partnering with a bank shows how many angles the music industry can potentially take to create niche experiences for both listeners and businesses.