Spotify debuts a music video feature

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The Future. Spotify is starting to make music videos available for Premium subscribers on mobile, desktop, and TV devices, pitting the streamer against one of YouTube’s core utilities. While the modern music video market has become an industry of few haves and many have-nots, the ease of Spotify’s new feature could make the whole form go viral again even for the most indie of artists.

“I Want My (New) MTV”
Spotify is getting visual.

  • The streamer launched a beta of its music video feature in 11 markets, including the UK, Germany, Brazil, Indonesia, and Kenya.
  • The feature is found on a song’s “Now Playing” screen — users can toggle back and forth between the video (vertical or horizontal) and the song.
  • The beta includes a limited number of artists, like Ed Sheeran and Doja Cat, but will soon expand to “thousands” of tracks.

This isn’t Spotify’s first foray into videos, and YouTube Music and Apple Music also show music videos, but what makes Spotify’s so groundbreaking is the accessibility — songs and videos exist together, as opposed to being in a separate section.

That’s great for discoverability and viewership but potentially murky when it comes to compensation since, unlike on YouTube or clips on TikTok, they won’t carry any ads (yet).

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


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