With more than 140 million active users, Spotify is dominating the music streaming market – but it's still only considered a resource for audiophiles. With its acquisition of online music studio Soundtrap, it could provide both user and artist more control over what they listen to.

Spotify has become synonymous with new music discovery as the online streaming platform reaches 140 million users worldwide. The brand hopes to become more artist-friendly with Spotify for Artists, an app that gives musicians the data they need to better understand their listeners.

Spotify boasts over 100 million users, who generate masses of data each day. For the ‘It’s Been Weird’ campaign, the streaming service has used this information to weave narratives around people’s listening habits, exposing their guilty pleasures and secret, themed playlists on billboards.

Spotify and the New York Times have joined forces for a package deal that combined music and news into one subscription. The companies are showing that while people may be able to access an abundance of free content online, convenience is still up for purchase.