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SPOTIFY GETS ITS GALACTIC MIXTAPE ON

Spotify is reporting a 220% spike in streams of the Guardians of the Galaxy 2 soundtrack in the wake of a marketing campaign undertaken in tandem with Disney. That, of course, is before the actual opening of the film, which will zap the box office this weekend.

Part of the campaign was a "Throwback Music Enhancer," which allowed users to goose existing Spotify playlists with songs from decades past, emulating the nostalgic "mixtapes" of the franchise. 18 global markets supported that feature.

The streamery is touting the collaborative effort as an example of its ability to serve the "entertainment vertical," which is an entirely justifiable claim, although we hope never to type the phrase "entertainment vertical" again.

Guardians of the Galaxy, Vol. 2: Awesome Mix, Vol. 2 features classic tunes from ELO, Fleetwood Mac, George Harrison, Glen Campbell, Cheap Trick, Cat Stevens, Sam Cooke and Parliament, among others.

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