How Spotify Is Trying to Take Over Nashville

Streaming-music service is actively courting country fans in what it views as a rich “music territory.”

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Nashville has long been a town that preached one particular gospel: if you want to make it in country music, you have to break through on country radio. Slowly but surely, though, Spotify, along with other streaming-music services like Apple Music and Pandora, are trying to change that, investing huge amounts of capital into Music City and persuading fans, and the industry itself, to ditch — or at least diversify — their dedication to physical CDs and terrestrial radio in favor of the cloud. So far, it’s working. Case in point? A once little-known local artist (and now Grammy winner) Maren Morris.

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