Spotify is a Swedish digital music streaming service and technology company founded in 2006 by Daniel Ek. In the US market, Spotify is the most predominant audio streaming service among its competitors. The primary purpose of this research was to explore how Spotify took advantage of its branding culture to deliberately orient or mediate its customer engagement. This research would develop preceding case studies related to customer engagement and Spotify's branding strategies to draw a general correlation. Although psychological factors of the consumers might affect their engagement to a certain extent, the research concludes the personalized customer experience of Spotify has strengthened the relationship between the application and consumers, attracting more non-members to subscribe to the premium service offered by Spotify. From Spotify's data-driven service, a particular customized playlist would be recommended to the users. People tend to be touched by music and such emotional interactions, leading to a sense of resonation and inspiration to them. Besides, artists and other music content creators could better comprehend the streaming media data of their works through the analytic database from Spotify. The adhesiveness of users would be valued. Thus, Spotify's brand culture and marketing tactics have to render part of its consumers become advocates, extensively spreading word-of-mouth recommendations of Spotify's benefits. In short, this research aims to provide an enlightening indication of Spotify's prospective developing orientation, which might be facilitated customer-oriented innovativeness.