WATCH: Hangout with Spotify creative director Richard Frankel and Australia MD Kate Vale

The global creative head of Spotify Richard Frankel and the Australia MD Kate Vale joined Mumbrella today to talk about marketing and creativity on music streaming sites, and the state of the market.

They talked to Mumbrella the Asia prospects for Spotify, which launched in Malaysia, Singapore and Hong Kong last year, and more recently in the Philippines. They also talked about Australia, a market they described as “absolutely not sustainable” given the number of music streaming sites now in the market.

Frankel joined Spotify in 2012 as creative director, working with brands to develop campaigns for the platform. Prior to that he had a varied career as an advertising and creative director for several major record labels, was one of the marketing team which launched MTV in the US, and has directed Grammy Award wining music videos for scores of artists including Sting and Janet Jackson.

More recently he joined Ogilvy & Mather as the first executive producer in their entertainment unit which specialises in holistic branded content for brands, and co-founded marketing consultancy Indigenous in 2010 which specialised in creating original content and experiences for media companies to offer to brands looking for deeper engagement.

Vale joined Spotify in Australia in 2011, and has managed the platform’s launch to both listeners and advertisers in the local market. Prior to that she was Google’s first regional hire, starting the sales operation for the search giant from her living room in 2002 to what is now Australia’s largest digital business. She then joined YouTube in 2009 building the team and brand in the region.


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