with 170 mill subscribers, spotify needs to up it's game on monetizing that customer base on things other than streaming music
competing with the likes of Apple and Amazon, which can afford to lose money on their music offerings as part of a larger customer retention strategy.
They could sell tickets/merch as well as lifestyle stuff
Everytime someone plays some ICP, they could send them offers to buy white and black face paint or a VIP package to the juggalo gathering (which is coming up july 18th jules)