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Spotify Builds A Music-Video Ecosystem
I Want My Spotify // Image by Kait Cunniff with DALL-E
Spotify is expanding further into music videos with several new features and tools that could turn the platform into the modern-day MTV.
Why It Hits: During the ’80s, ’90s, and ’00s, music videos were a huge deal — they broke artists, served as the centerpieces of album rollouts, and minted new Hollywood directors. That largely disappeared with the advent of streaming, which shifted the industry’s priorities and hollowed out its middle class of artists. Could music videos find their place in popular culture again?
Behind The Videos: Spotify is making it easier to watch and share music videos on the platform.
Music videos will now be available to all subscribers, not just Premium users.
The platform will feature a personalized “Videos For You” portal, along with curated playlists like “Best New Videos” and “Live Performances.”
Each week, Spotify will publish a ranked “Music Video Charts Global” playlist featuring the 10 most popular music videos.
Additionally, any artist can upload their music videos through a new “Spotify for Artists” hub.
Final Chorus: Music videos have clearly been doing well for Spotify since their rollout last December. The company reports that users who watch a music video listen to that song 64% more often over the following three weeks than those who haven’t seen the video. They’re also 1.4 times more likely to save a song, share it, or add it to a playlist. Better yet, artists with music videos have seen their overall listenership increase by 57% compared with those without them.
In other words, music videos are an earworm.
The Future: Expect labels to start pouring money into music videos once again, potentially ushering in a renaissance for the format.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.