1.EverybodyLoves MusicErin Clift, VP, Global Marketing, SpotifyBryan Johnston, CMO, UFCSeptember 2012

2. Music is like a universal language.ExpressesYou have to speak the samelanguage, so its kind of the glue thatShaping, sharing Motivatesholds the earth together in some identity Amplifiesway or another. Like a lifes blood. I Helping people get things donecant remember a time when Supporting anditbetterwasnt there, so if it wasnt there, I enhancingdont know what Id do. experienceConnects Enables relationships withother peopleRegulates Modifying andadjusting moodsSource: Wolf Olins, August 2012 3. Foreground Down Music time My life,the film liveChilling FamilyPrivateSocialtimeEnergy boostCommuter cocoonStudybuddy Background 4. It all starts with a platform for musicAccessA baseLivingto anyforall kind Paidanywhere free personalsocialOwnedtheof musicacross the Earnedon-demandpassivelegalworldsexperience activeconnected Devicesmusiclandscape 5. Many kinds of music experiences2700years spent withSpotify Apps 6. Powering music across the web 7. Enabling the social aspects of music Music DashboardReal-Time Ticker Just Hit Play Musical Stories 8. There is no limit to what brands can doAudio+DisplayVideoArtistsAppsAPI BuildsAPI BuildsLive EventsBranded PlaylistsBranded ContentTake Overs and Advertiser Pages 9. Are you a shoe or a sneaker? Audio+ Lightbox + Branded playlist Whether youre a shoes or a sneakers person, you can express your true self with a custom playlist from the Converse Playlist Generator. 10. BringingThe UltimateFighter: Livefinale to lifewith music 11. UFC and musicare a perfectmatch up 12. Our fanscreatemusictrends 13. UFCs fanbase is sociallyengaged 14. The UltimateFighter: Livewalk-outmusic campaign 15. And the results 40K+ votes throughoutcampaign More than 60% visitors voted Renewed the campaign forthis seasons The UltimateFighter 16. If you only take away three things1. Use the music in your marketing campaigns to tap into consumers emotions2. You cant have a social strategy without a music strategy3. Build meaningful experiences that allow consumers to go beyond just listening 17. Thank you!