Spotify already offers music videos and TV show clips through its streaming service, and will soon offer original TV shows as well. The episodes on offer will range from a few minutes to 15 minutes and will be available to all Spotify users -- premium or not -- that live in the US, UK, Germany, and Sweden. All will be focused on music, and some will tie into albums.
"Music will always be most important, but our audience likes us and wants more from us," said Tom Calderone, Spotify content partnerships chief. "We have to figure out a second act, and I think it will come out of video. The idea is to make sure users know they can come here for something other than playlists."
Calderone joined the company in March of this year after spending 17 years at Viacom, where his put pop stars on the air and rappers on reality TV shows.
Spotify's video content plans include a documentary series called Landmark that highlights important moments in the history of different bands, including Beach Boys and Metallica. Another, produced by Tim Robbins, is a mockumentary about the road to becoming a dance music sensation.