Brands have long used the power of music to engage their fans. In the early days of streaming, brands hosted the party. Music partnerships lived on brand websites and across their social media. Times have changed. Brands are just beginning to see the value of marketing within streaming services. Streaming services are rolling out programmatic offerings to help brands make advertising decisions using data. Time spent on mobile music apps has surged and consumers are open to branded experiences on these services. Users of streaming services are twice as likely as non-streamers to advocate for and feel emotionally connected to brands. It’s time for streaming services to host the party.