Music service Rara to run first global campaign

Rara: looking to take on Spotify
Rara: looking to take on Spotify

Rara, the UK-based digital music start-up, is embarking on its first global marketing push as part of its efforts to build the brand in a highly competitive market.

The subscription-based streaming service, which launched last December, has a catalogue of 18m tracks, approximately the same number as Spotify.

It is poised to roll out its first major global campaign, with a series of online ads and social-media activity. The ads will feature a price-promotion, offering a rate of 99p for the first three months of using the service.

Rara has struck a partnership with technology brand Lenovo to have the service pre-installed on its Android and Windows 8 devices. It is also launching an app for iPads and iPhones.

In addition, Rara has this week launched in seven further territories, taking the total to 27.

Speaking to Marketing, chief executive Nick Massey said that, while there are no plans to start serving ads, as they 'disrupt' the user experience, the business is looking for brand partners.

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