James R | On 20, May 2015

Spotify is officially entering the world of video streaming.

The subscription and ad-supported music streaming service first launched seven years ago. Since then, it has racked up over 25 billion listening hours. Now, though, the firm is branching out into VOD too.

Spotify will add video to its music mix, along with new audio shows, in an attempt to turn the service into a multimedia entertainment hub.

“We know there are times in the day you want to switch between music to catch up on the latest news, listen to your favourite podcast or simply watch something fun,” says Spotify in an official statement. Their plan, though, is to make sure you can do that without leaving the Spotify app.

The service will suggest video and audio shows for users to watch based on their behaviour, learning what individual customers like.

Netflix does not need to fear, though: rather than full-on TV series, Spotify’s video library will include news, entertainment and clips, with partners including ABC, Comedy Central and Condé Nast Entertainment. BBC’s Top Gear and BBC Earth will both be included in the roster, alongside news from Vice Media and points of view on life from Michael Rapaport. (A full list is below.)

Here is what the interface will look like:

Spotify’s catalogue will also include – yes – original content, both audio and visual, with new radio shadows and dance moves, as well as celebrity guests and artists.

What can you expect from Spotify’s original entertainment offerings? Here’s a rundown:

A Full English (video)

A conversation between artists and personalities, widely separated by experience, who try to find common ground over a meal – a proper breakfast in this case.

Amy Poehler’s Smart Girls, Dance Move of the Day (video)

A fun way for the adventurous to get their dance party started.

Guest List (video)

Ever wondered what your fave music star sings in the shower? Or what they want played at their funeral? Tune in to find out.

Turntable (video)

Bringing chefs and musicians together for an intimate performance and meal.

The Drop (video)

Artists tell the story of how their new album came to life.

Spotify Sessions (audio and video)

Intimate performances from the hottest new artists to living legends.

Landmark (audio and video)

An aural history of some of the greatest records ever released, told by the legends who helped create them.

“We’re bringing you a deeper, richer, more immersive Spotify experience,” says Daniel Ek, Founder and CEO at Spotify. “We want Spotify to help soundtrack your life by offering an even wider world of entertainment with an awesome mix of the best music, podcasts and video delivered to you throughout your day. And we’re just getting started.”

The new feature was announced at a special Spotify event, which was broadcast live on Periscope (with Broad City’s Ilana and Abbi as guests on-stage) to mixed reactions from customers:

Other new features announced include “Spotify Now”, which will give customers music based on what they are doing at certain times of the day (e.g. waking up on a Monday morning). Recommendations will adapt over time to fit your taste and mood, as Spotify continues to place as much focus on content discovery and recommendation as consumption.

Will you be tuning in to watch videos on Spotify? Or is it all about the bass (and other music)?

 

Spotify media partners

Information on the shows provided by each partner are included where available

Vice Media: Vice News
BBC Worldwide Entertainment Group: Top Gear, BBC Earth, BBC Brit
ABC
TED: TED has created custom playlists of their popular Talks for Spotify, tailored especially for the new Now experience
Condé Nast Entertainment: GQ, Wired, Vogue
Nerdist / Legendary Films & Digital Networks: The Nerdist Podcast, Nerdist News
Slate: Culture Gabfest
CBS Play.it: talk radio
Epic TV: extreme sports, featuring surfing, climbing, wingsuit, BASE, mountain biking, adventure sports etc
TWIT: This Week in Tech
Blucora Media: How Stuff Works, Stuff You Should Know, Stuff to Blow Your Mind
Elite Daily: Insights, 5 Stages, Generation Why
Tastemade: food, drink, travel for Millennials
PRX: 99% Invisible Podcast, The Moth Podcast
I am Rapaport: Actor/Director Michael Rapaport shares his strong, funny & offensive points of view on life, sports, music, film & everything in between
Harper Collins
American Public Media: Marketplace radio show, The Splendid Table radio show
A16z

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