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Cardi B to Help YouTube With Marketing Blitz for Music Service

  • Google unit plans its biggest marketing push for Spotify rival
  • YouTube aims to appease music industry with new paid offerings
Cardi B 

Cardi B 

Photographer: Maury Phillips/Getty Images North America

YouTube will soon debut a revamped music-streaming service to challenge Apple Music and Spotify Technology SA. And the Google division is willing to spend heavily to tell the world about it -- including getting hip-hop star Cardi B to help.

For the service, the video arm of Alphabet Inc.’s Google is readying its largest marketing effort ever, a bid to win new, paying consumers and generate revenue beyond digital advertising. That promotional push is also driven by a need to revive a YouTube brand that’s been tarnished by a series of public controversies over inappropriate videos.