Spotify is trialling a new feature that lets labels insert songs into playlists followed by free-tier users, the BBC reports. The proposed feature, from which users can presently opt-out, would see labels pay the company to integrate relevant songs into the playlists. While brands can presently sponsor playlists, this is the first feature allowing them to promote individual songs, as the Verge points out. Spotify recently reported a 539.2 million euro net loss for last year, despite gaining 20 million paying subscribers. In a statement given to the BBC about the new feature, the streaming service said, “We are always testing new promotional tools that deliver the highest relevancy to our users.”

Read “The Year in Streaming 2016.”