Music streaming giant, Spotify, has rolled out a video streaming service to revolutionize the way fans connect with their favourite artists. Recognizing the transformative impact of iconic music videos on pop culture, Spotify aims to enhance the artist-to-fan relationship by providing a new dimension for fans to explore and connect with music.
The move challenges the global dominant players in the music video streaming space like YouTube and Apple Music.
Charlie Hellman, Vice President and Head of Music Product at Spotify, highlights the pivotal role that music videos play in transitioning listeners into dedicated fans. He states, “They’re an important part of so many artists’ tool kits, and it’s a natural fit for them to live in the same place that more than half a billion people choose to listen to music.”
The beta version, rolling out today, offers a limited catalog of music videos featuring global sensations like Ed Sheeran, Doja Cat, and Ice Spice, as well as local favorites such as Aluna and Asake. Premium users in the U.K., Germany, Italy, the Netherlands, Poland, Sweden, Brazil, Colombia, Philippines, Indonesia, and Kenya can access this feature on iOS, Android, desktop, or TV devices. Interestingly the list does not contain USA which has the most Spotify users or Nigeria when Nigerian artists lead Spotify’s Sub-Saharan Africa streaming charts.
By toggling the “Switch to Video” option for supported tracks, users can seamlessly enjoy music videos within the Now Playing view. The “Switch to Audio” option allows a return to background listening, providing flexibility for user preferences.
Spotify’s commitment to innovation is evident through features like Canvas, Clips, Artist Bios, Live Events, and Merch, enabling artists to connect with fans in unique ways. The beta launch of music videos represents a starting point, with plans to expand the catalog and make the feature available to a broader audience based on user and artist feedback.
As Spotify continues to redefine the music streaming experience, the addition of music videos demonstrates the platform’s dedication to fostering deeper connections between artists and their fans.
