Rdio partners with TIFF

New partnership includes the creation of the Rdio House music hub in Toronto

Rdio is providing the soundtrack for the 2014 Toronto International Film Festival (TIFF).

The streaming music service announced Wednesday that it has partnered with TIFF as its official music partner. The partnership includes the creation of a downtown Toronto music hub and a free concert by recording artist Ellie Goulding at Toronto’s famed Massey Hall.

The heart of the sponsorship deal is the Rdio House, which will be situated next door to the film festival’s home base, the TIFF Bell Lightbox theatre, throughout the 11-day event.

The company describes Rdio House as a “musical hub” for industry leaders and TIFF-goers to experience live music, giveaways, Rdio product demos and free food and drink. The official TIFF.net website will also host an Rdio music player featuring TIFF-curated playlists.

Tickets for the free Ellie Goulding concert will be available at Rdio House and through social media giveaways beginning Thursday. The company will provide information on how fans can obtain the exclusive wristband by following @RdioCA on Twitter and using the hashtag #Rdiotiff.

The company is also setting up a listening station in the city’s King St. West area, where music fans will be invited to check out selections from Rdio’s catalogue of more than 25 million songs.

Rdio does not disclose subscription figures, but Canada is the streaming music service’s second largest market behind the U.S. Earlier this year, the San Francisco-based company appointed former Bark & Fitz president and CEO Michael Orrbrooke as GM of its Canadian operations.

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