More video content is coming to Spotify due to a new deal the music streaming app has struck with creator company Jellysmack.
- Spotify is repackaging its existing content from its top-performing creators into video podcasts on the streaming platform.
- The company is partnering with Jellysmack to bring in content creators.
- Jellysmack works alongside well-known names like MrBeast and Bailey Sarian. The brand’s creators will upload weekly videos to Spotify, mostly comprised of existing footage from the creator’s long-from videos, The Hollywood Reporter reports.
- Creators currently participating in the new videos include Ed Bolian, Christina Randall, Brooke Mekenna, Jessica Kent, and Audit the Audit. More creators are expected to participate as the program grows.
Why it’s news
In recent months, Spotify has been making moves to gear the platform more toward video content. Earlier this year, the company redesigned its homepage to resemble Instagram or TikTok. This partnership with Jellysmack indicates that the music streamer will lean more heavily into the video aspects of its platform.
The company has also been working to bolster its podcaster roster. In March, it announced podcast deals with TikTok creator Drew Afuolo and YouTuber Markiplier. Other big names like Emma Chamberlain and Alex Cooper already upload weekly video podcasts to the platform, The Hollywood Reporter reports.
“Jellysmack is excited to partner with Spotify, a leader in streaming, to provide our best-in-class creators with a new platform to grow and connect with audiences,” says Jellysmack president Sean Atkins. “Together, we’re unlocking new opportunities for creators to share their work and build new communities.”
Backing up a bit
As Spotify looks to compete with other music streaming platforms like Apple Music, it has included new technology, like its new artificial intelligence (AI) powered DJ, that will learn users’ music preferences and select new content for them.
The music streamer is releasing the new DJ in its beta phase. Listeners will receive a personalized lineup of music along with commentary about the tracks and artists voiced by the AI.
Spotify’s DJ will review a user’s listening history to calibrate his music tastes. It will circulate older songs a user likes and pick out newer additions. Users can fine-tune the AI’s selections by giving feedback. If a song doesn’t seem right, users can skip a song, providing the DJ with more data to select songs.