In response to Universal Music Group’s (UMG) public disagreement with TikTok, resulting in the removal of UMG’s entire catalog from the video app earlier this year, the company has strengthened its partnership with Spotify. UMG recently announced an expansion of its strategic relationship with the streaming music service, focusing on music discovery, social interaction, and enhanced fan experiences. Among the new features introduced is the inclusion of music videos for U.S. users.
Spotify had previously revealed its plans to incorporate music videos, initiating a beta test in 11 select markets in March, excluding the U.S. The feature was initially rolled out in countries like Brazil, Colombia, Germany, and others. With the UMG deal, U.S. users now have the option to watch music videos alongside streaming audio content. The specific portion of UMG’s catalog that will be available as videos has not been disclosed, nor have the names of the high-profile artists whose videos will be featured.
Universal Music Publishing Group boasts a diverse roster of popular artists such as Taylor Swift, Billie Eilish, and Kendrick Lamar, among others. The extensive catalog of 4 million songs from UMG was also removed from TikTok following unsuccessful renewal negotiations.
Spotify users can easily switch to watching videos by accessing the “Switch to Video” option on the Now Playing Screen. Furthermore, rotating the phone to landscape mode offers a full-screen video viewing experience.
As part of the enhanced agreement, Spotify will introduce promotional and social features to help artists build excitement around their new releases. Artists will have the ability to share teasers of upcoming songs, and users can pre-save music prior to the official release.
Both companies plan to collaborate on additional features in the future, with further information to be announced. Spotify founder and CEO Daniel Ek expressed excitement about empowering artists through tools provided by the partnership, enabling them to promote their work authentically and efficiently.
The collaboration between UMG and Spotify is significant in the context of TikTok’s music-related issues, including the removal of UMG’s songs from the platform. By aligning with Spotify, UMG ensures ongoing promotion of its music to fans, particularly in light of potential restrictions on TikTok. Despite earlier concerns, TikTok’s pivot towards longer-form content and e-commerce initiatives may mitigate the impact of losing UMG’s music.
