Spotify hired Dentsu Aegis digital shop 360i to support its entire U.S. media account, including planning and buying.

The music-streaming service is shifting the business from incumbent Starcom, which is owned by Publicis Groupe. Starcom will continue to support buying in France and the U.K., according to a Spotify spokesman. Starcom could not be reached for comment.

The move perpetuates a digital-oriented strategy for the popular music site as the category crowds with other players like Apple and its Beats Music; Jay Z, who recently made a bid for Aspiro; Google Play; and Pandora, among others.

"We're not a brand that plays in traditional media," Spotify's VP-creative and brand strategy Jackie Jantos said last April regarding a video ad campaign it promoted with digital buys. "That's not where we interact best with our audience."

While Spotify isn't a big spender -- the company spent under $10 million on domestic measured media in 2013, according to Kantar Media -- it's a testament to a growing portfolio of media clients, which includes the entire media account for Pernod Ricard.

Spotify hired Droga5 in 2013 as its first creative agency but has since parted ways with the shop. The shop was behind Spotify's first major brand campaign and collaboration with Phoenix and YouTube, which helped Spotify generate a 30% lift in both usage and consideration for the platform, according to the agency's website.