To expand YouTube Music in new markets, Google hired a former Spotify executive. Paul Smith has been Spotify’s Global Head of International Licensing from February 2017 to 2022. He joined Google to conquer the Asia-Pacific (APAC) market for YouTube Music.
To explain his previous role at Spotify, Smith says that he was responsible for “Driving Spotify’s global expansion across New Market launches through commercial licensing partnerships with both local and global rights holders. To date, have expanded Spotify’s global footprint into 100+ markets, including South Korea, India, Vietnam, Thailand, Russia, South Africa, Israel and GCC countries to name just a few.”
Mr. Smith has spent most of his career in music. In addition to nearly five years with Spotify, he has worked for Nokia, Microsoft, and Universal Music Group. According to 9to5google, Smith is now the Managing Director of YouTube Music for APAC.
Former Spotify executive helps YouTube Music to expand in APAC
YouTube Music is one of the most successful Google’s services and has been able to gain a significant market share in a short time. The head Lyor Cohen says they have “experienced massive growth in both our advertising and subscription businesses around the world, including APAC.”
“Paul has joined our team at an exciting moment when innovation is happening across APAC with new monetization options for creators and new ways of servicing our viewers and will continue to build upon our relationships in the region.” Cohen noted regarding hiring Smith.
Smith has been very successful at expanding Spotify in Asia, and the region is currently an important market for the company. During Q1 2020, Spotify announced that it had experienced a 65% growth in the Asia Pacific and Middle East Africa.
Smith must now do the same for YouTube Music in the new role. He told Music Business Worldwide that he has “witnessed the incredible growth of YouTube’s music businesses here in APAC.”
“I am honored to be able to join and learn from an amazing team of colleagues at YouTube, and get to know and contribute to the future of the fastest growing music platform.” Smith noted.
YouTube Music has recently got so many new features, including the ability to search downloads and a new playback shortcut. Google strives to turn its music streaming platform into a real competitor for Spotify.
2022-02-28 15:06:20