Spotify Technology SA revived the music business. Now it wants the industry to return the favor.
The streaming giant is asking record labels and artists for money to advertise their songs within its app, arguing that they’ll reach new fans and increase their popularity. The effort is controversial because it’s complicating wider talks over long-term music rights between Spotify and the record companies. The service has already introduced one tool, called Marquee, and is pitching a second, people with knowledge of the matter said.