Concert and event promoters are now able to create their own audio ads to appear on Spotify, the music streaming service, thanks to the Spotify Ad Studio, a service being launched in the UK today.

UK companies of all sizes can now create audio ads on Spotify, including concert and event promoters as well as universities and retail outlets. The self-serve platform was launched in the US last year and over the last five months a range of businesses and advertising agencies have utilised the service.

The Spotify Ad Studio targeting features are not just based on age, gender and location, but also preferred genres and playlists. The ad creation process enables concert and event promoters to share a script, pick a background track, and then receive a fully produced audio ad to review. Spotify Ad Studio provides this production at no extra cost, but if promoters already have an audio ad they can upload it straight to the platform.

Mark Koyic, label director at Kovic Productions – one of Spotify’s beta test partners in the UK – commented: “Spotify Ad Studio lets us connect with listeners who are already engaged and plugged in. On other platforms, you spend a lot of time trying to find an audience of music fans — on Spotify, they’re already listening.”