[UPDATED] “Today music discovery and collection have converged…. radio and the record store are converging (online),” said Spotify CEO Daniel Ek during his introduction to today’s launch event. But music was just the jumping off point, as Spotify added audio and video content from a variety of major sources.
As rumored, Spotify today added video and audio content from dozens of major partners including MTV, BBC, Vice, Comedy Central, NBC and The Nerdist. Podcasts and a variety of exclusive content will also be part of a mix designed to keep users engaged throughout the day.
Also launched today was Spotify Now to deliver “music to fit your mood and moment mixed with great entertainment throughout your day.” Spotify mobile can now track the user’s activities and preferences and automatically deliver appropriate content.
For Runners Only
As an example of how Spotify hopes to integrate even more deeply its music and content, the streamer created a special app for runners that use smartphone sensors to match music with the runner’s pace. Special content for runners will be available both within Spotify Mobile and via special partnerships with Nike and the popular RunKeeper app.
In addition to a more personalized music experience, Spotify also introduced:
- More Than Music – Spotify is adding video clips and audio shows. “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.” Spotify will suggest video and audio shows based on user preferences.
- Spotify Originals. Original content including:
- Running Originals music specifically designed for running that dynamically adapts to the runners tempo
- Dance Move of the Day produced by Amy Poehler’s Smart Girls brand
- Curated radio shows presented by artists including Icona Pop, Jungle and Tyler the Creator
“A digital video service from Spotify is a logical extension of the company’s success in digital music streaming, since these are complementary businesses that use much of the same technology infrastructure, marketing expertise, and vendor relationships,” Paul Verna, senior analyst at eMarketer told Hypebot. “Beyond these natural affinities, the move suggests that Spotify sees a business opportunity in digital video advertising, which is a much larger and faster-growing sector than Spotify’s core business of digital music.”