Spotify connected to television streaming services, including Netflix and HBO Go, that recommends content to users. Spotify will mainly be using MightyTV to improve its advertising efforts on the free tier of service. In April 2017, Spotify acquired Mediachain, a blockchain startup with several technologies that can aid Spotify's effort in connecting artists and rights-holders with the tracks on its service. In May 2017, Spotify acquired artificial intelligence startup Niland, and will use its technology to improve its personalisation and recommendation features for users. In November 2017, Spotify acquired SoundTrap, an online music studio startup. On April 12, 2018, Spotify acquired
Castle Brands and marketing efforts. Additional private financing in later years allowed the company to add more product lines. Since 2014, the company management is focused on growing its current brands across four categories; rum, whiskey/bourbon, liqueurs and vodka. Castle Brands’ current portfolio contains the following brands: Castle Brands Castle Brands () is a developer and international marketer of premium and super premium beverage alcohol brands. Its core spirits include rum, whiskey/bourbon, liqueurs, vodka and tequila, which are marketed and sold in the United States, Canada, Europe, Latin America and Asia. In 1998, Castle Brands Inc. was founded by Mark Andrews, its