UMG and Spotify Expand Partnership: Music Videos, Podcasts, and More

Spotify and Universal Music Group Strengthen Partnership with New Features

Spotify and Universal Music Group (UMG) are taking their strategic relationship to the next level, focusing on enhancing fan experiences and music discovery. The expanded partnership comes on the heels of UMG’s recent dispute with TikTok, which saw the label removing its entire catalog from the video app earlier this year.

Music Videos and More

One of the key additions to the Spotify platform for U.S. users is the introduction of music videos. While Spotify had previously announced plans to test this feature in 11 international markets, the UMG deal brings music videos to American listeners as well. Users can now switch between audio and video playback directly from the Now Playing screen, with the option to watch videos in full-screen mode by rotating their device to landscape orientation.

UMG’s impressive roster of artists, which includes the likes of Taylor Swift, Billie Eilish, Ariana Grande, and The Weeknd, among others, will undoubtedly benefit from this new feature. However, the companies have not yet specified which portion of UMG’s catalog will be available as videos.

Promotional and Social Features

In addition to music videos, the expanded partnership will introduce new promotional and social features designed to help artists generate excitement around their new releases. UMG artists will have the ability to share teasers of upcoming songs, while users can pre-save music before it officially drops. These features aim to empower artists and their teams to authentically express themselves, efficiently promote their work, and better monetize their art.

“UMG has consistently been a progressive partner on behalf of their artists and songwriters, contributing to our product development efforts of experimental tools and adopting them early to help artists stand out,” said Spotify founder and CEO Daniel Ek, in a statement.

The TikTok Fallout

The timing of the Spotify-UMG deal is particularly interesting given the recent drama surrounding TikTok. In addition to facing a potential ban in the United States, TikTok and UMG were unable to reach an agreement regarding the use of UMG’s music on the platform. As a result, TikTok had to remove millions of songs owned or distributed by UMG, as well as compositions controlled by Universal Music Publishing Group.

While the loss of UMG’s music would have been a significant blow to TikTok in the past, the app’s shift away from lip-syncing and dancing videos towards more vlog-style and long-form content may lessen the impact. Nonetheless, by partnering with Spotify, UMG ensures that its artists still have a powerful platform to promote their music and connect with fans.

As Spotify and UMG continue to explore further collaborations and features, music lovers can look forward to an enhanced listening experience that brings them closer to their favorite artists than ever before.