Spotify has just announced the release of twelve original shows for their music streaming service, in a move seemingly designed to replicate the one marketing hook bringing attention to Tidal: original, must-see video content (Queen Bee).
Spotify’s move into video content will roll out in two phases according to Bloomberg, who spoke with Spotify's Global Head of Content Partnerships Tom Calderone. Calderone joined Spotify earlier this year; prior to that, he was president of MTV Networks’ VH1.
Phase one of Spotify’s new programming strategy will focus on music-related content, and will include video collaborations between Spotify and artists with upcoming album releases. This will include shows such as Rush Hour, which is being produced by Russell Simmons’s All Def Digital, and Landmark, a documentary series that will focus on a significant moment in musical history each episode, reminiscent of ESPN’s 30 for 30 or VH1’s Behind The Music.
Bloomberg reports a mockumentary involving Tim Robbins, who recently starred in HBO’s The Brink, is slated for release as well in phase one. The twelve original shows will launch before the end of 2016.
Phase 2 of Spotify’s programming strategy will consist of animated comedy series designed to appeal to Spotify’s younger audience, according to Bloomberg. This seems to be directly aimed at competing against Google’s YouTube Red service, which is doing something similar as a way of attracting young eyeballs and the parental wallets attached to them.
Spotify’s original content will be available for both free and premium subscribers in the United States, United Kingdom, Germany and Sweden, and will be available to be viewed sometime before fall.
