Spotify evidently has pockets just as deep as Apple’s.

Spotify has hired three music experts to develop its curatorial side to give it the edge in the forthcoming streaming wars against Apple and Tidal.

Austin Kramer is Spotify’s “Global Programming Head For Electronic Culture,” and seems to have been hired to tap into the growing EDM market. He previously worked at US satellite radio company Sirius XM for eight years where he was instrumental in bringing EDM to the forefront among its 100 channels. According to Spotify CEO Daniel Ek, “There really isn’t anything he doesn’t know about electronic music culture.”

Tuma Basa and Mjeema Pickett have been snapped up to focus on hip hop and R&B respectively. Asa has worked at BET, MTV and been a VP of music programming for Diddy’s Revolt TV, while Pickett was previously a music programming director for VH1 and VH1Soul.

The news follows Spotify’s press event in New York yesterday, during which Ek and his colleagues unveiled the streaming service’s new strategy, which involves streaming video, playlists that match what you’re doing during the day and exercise playlists that adapt to your running speed.

Kramer, Basa and Pickett’s move to Spotify comes just a few months after Zane Lowe left the BBC to join Apple, which is expected to announce its own streaming service on June 8 – Apple also poached several other BBC staff last month. Jay Z’s Tidal of course has a who’s who of popular music on its books. [via Music Business Worldwide]



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