Coca Cola invested $10M back in 2012 as part of a $100M round.
I know that before they invested, Coke and Spotify had an existing partnership including integrating Spotify into Coke’s music websites and Facebook page.
At the time, the Director of Global Entertainment at Coke said:
“Music has always been a huge part of Coke, I think since 2008 or 2009, you've seen us ramp up from the global perspective, and I think Spotify is the next evolution of Coca-Cola music. It's going to be interesting to see how Spotify accelerates our global music strategy, and how the brand can facilitate that conversation where people discover music and share it amongst each other.” (from an article on AdWeek)
This is strange. I thought it was just syrup and bubbles that was a huge part of Coke.
"X has been part of Y since inception, we've always had our eyes on broadening the scope of Y to the X-generation. We want to really expand upon our base and help X seek Y in new ways. Thanks, Mike"
[1] http://www.coca-colacompany.com/coca-cola-music/every-song-h...
Example: http://www.businessinsider.com/apple-owns-the-worlds-largest...