DMG Radio has signed a partnership with digital music streaming service Rdio to leverage each other's assets and extent their brands.
Under the agreement, integration between the two brands will span across commercial partners, talent and cross-promotional opportunities.
San Francisco-based Rdio, a challenger to Spotify, launched in the Australian market in January and includes features such as social discovery, play and share.
Rdio chief executive Drew Larner said: “We're very excited to join forces with DMG Radio to jointly grow Rdio in Australia. DMG Radio has a strong history of innovation in an increasingly fluid broadcast environment and is passionate about delivering quality music programming to their listeners. We believe this is a perfect union of broadcast and technology co-existing to create a better experience for everyone in the ecosystem.
DMG Radio chief executive Cathy O'Connor said: “This ground breaking partnership demonstrates the changing face of dmg Radio as the media landscape evolves. 35% of our listeners use streaming music services and we’re committed to evolving to meet their changing behaviours, be that via broadcast, digital and mobile platforms.
“Rdio brings a strong global track record in developing leading edge technology to the partnership and we were particularly impressed with the social elements of the service, around the discovery and sharing of music.”