Earlier this year, Spotify hit the ten million paying subscriber mark, firmly planting itself at the head of the class of music platforms available to consumers since emerging on the scene in 2006. But Spotify’s supremacy in the digital space isn’t just due to their user-friendly product, ad model and vast music library accessible anywhere, at any time: they have a shrewd grasp on the relevance of content and how it can help brands, both their own and their partners. Here’s why marketers should be giving Spotify a standing ovation.

They create like pros.
Spotify’s blog is simply flawless, addressing new artists, product developments, promotions and POV on the music industry in a single space. The brand also dabbles in longer form content with their Landmark series, a look back at major moments in music history with commentary from the bands who created them. Landmark takes cues from VH1 Storytellers, giving music fans a glimpse behind the curtain of epic albums including In Utero by Nirvana, Songs from the Big Chair by Tears for Fears and IV by Led Zeppelin. The result is an applause-worthy catalogue of stories that span music genres and generations.

They tackle topical themes.
In addition to creating calendar-relevant content like an interactive end-of-year infographic of the most loved tracks/artists and a customizable playlist to get you through cooking on Thanksgiving, Spotify addresses news items with aplomb. Take the recent announcement of pop ingénue, Taylor Swift, removing her music from the platform. Instead of issuing a generic press release, Spotify created a hashtag campaign, #justsayyes, as a way of using social media to win Swift back. They sweetened the deal with playlists for fans to enjoy in her absence. It was an unexpected approach to what could have been bad press, engaging listeners while cleverly addressing the issue.

They’re enabling product-powered content.
Major brands such as Reebok, BMW, Adidas, Kellogg’s and Jose Cuervo have built custom playlists to increase awareness and provide listeners with contextual content. Community is integral to the Spotify experience and more than 2/3 of activity extends into social networks. Music is something consumers feel passionately about, so curating your brand’s most beloved tracks can create more authentic connections with potential evangelists.

They know how to work a partnership.
As part of a recent integration with Uber, Spotify users can stream music for their rides. Both brands took the partnership one step further, offering users the chance to experience a ride-along with a famous artist or get whisked away to secret, super-exclusive concert. The launch is a prime example of digital integration with an in-person event that rewards loyalists, and is great fodder for a full portfolio of video and audio wrap up content.

Each of these areas of success have contributed to making Spotify even more culturally relevant and ubiquitous as an internet brand. While the product they deliver is content itself, they’ve been particularly thoughtful in their approach to developing and delivering content about their content—and that’s a tune that other media and subscription marketers should consider playing note for note.