Spotify has always been known to be an audio-exclusive app for both music and podcasts, but it has since been expanding content to videos as well. On the computer app, you can already see related videos from an artist. Soon, there might be more video clips appearing throughout the app.
Spotify Adding More Videos
You can already find short-form videos on the app and even full music videos from select artists. All you have to do is scroll further down beyond the lyrics to see if there is an option for it. However, with the reported update, it might not be limited to that anymore.
The company appears to be testing clips from artists appearing on playlist pages, which will allow you to swipe through a vertical feed with videos that are no longer than 30 seconds, as reported by The Verge. For instance, you might find the mentioned clips in the "Pop Drive" playlist.
Short videos from artists like Sabrine Carpenter, Benson Boone, or others might appear, which is in addition to the already-existing videos from artists as a way to communicate with their fans, although they can only be found through profiles and album pages.
Spotify CEO Daniel Ek already hinted at the possibility of expanding to music clips in the last earnings call. "You're going to see music clips in a bigger way," he said, and he might just be referring to the discovered feature in the test phase.
This can be a good way for Spotify to gain more users, especially since it will be able to offer what other platforms can such as YouTube or TikTok. Videos will certainly make users want to hang around the app more or subscribe to the Premium service.
Spotify's Promotional Tools
Adding short clips of artists is a good way to promote them, but the company also has other tools they are set to release soon. With Spotify's partnership with Universal Music Group, there are more ways that musicians can reach listeners through the streaming service.
For one, the deal includes the license to share music videos from artists under UMG, which could be a huge deal considering that the music company has a lot of big names under its belt. That has been proven when TikTok suffered the loss of access to its music catalog.
Artists will also be able to share teasers of upcoming songs on the platform. UMG CEO and Chairman Lucian Grainge expressed that they are excited to broaden their relationship with Spotify through the introduction of new content offerings and collaborations.
The chief executive continued: "We're always striving to expand opportunities for UMG artists and songwriters to elevate engagement with their fans, especially in the introduction of new music and artist-centric initiatives," as per Hollywood Reporter.
Ek said that UMG has consistently been a progressive partner on behalf of their artists and songwriters. "The forthcoming features will put more power in the hands of artists and their teams to help them authentically express themselves, efficiently promote their work, and better monetize their art."
