Financial Review December 2017: Melbourne's Marketing Melodies is helping Spotify investee to disrupt shopping muzak

Spotify might have recently surpassed 70 million paid subscribers but it remains illegal for businesses to play its music, so an Australian entrepreneur is helping it reach the commercial market indirectly.

Dean Cherny, whose Melbourne-based Marketing Melodies has provided instore music to the likes of Optus, Kathmandu, Grilld, Witchery, Portmans, Mimco and Sass & Bide for 30 years, has become the Australasian reseller for Soundtrack Your Brand, a company started by a former Spotify executive in 2014 which is using the Swedish streaming giant’s financial backing to disrupt the muzak game.

Separate licences are required for songs to be legally played in commercial premises as well as for individual use, and Soundtrack Your Brand co-founder Andreas Liffgarden, who used to run Spotify’s business development, has previously said his former employer wanted to concentrate on growing its individual paid subscriptions.