Spotify and Universal Music Group Expand Partnership to Include Music Videos, Promotional Tools, and Social Features

Universal Music Group

Spotify and Universal Music Group (UMG) have announced an expanded partnership.

This partnership will allow users to watch music videos from UMG artists and songwriters, a feature that Spotify launched in beta just a few weeks ago. Spotify is also introducing new promotional and social features for UMG artists, such as sharing previews of upcoming songs and allowing users to pre-save music before its release. More features are expected in the near future.

Why It Matters: This expansion is significant as UMG recently withdrew music from its artists and songwriters on TikTok due to an expired licensing agreement. While a resolution between the two parties is likely, this extended partnership can help UMG offset some of the benefits its artists and songwriters are missing due to the removal of their songs from TikTok.

The addition of music videos gives users the option to conveniently watch visuals from their favorite UMG artists and songwriters directly within the Spotify app. The promotional and social features, on the other hand, help artists and songwriters build anticipation for future releases, increase their listenership, and generate revenue.

TikTok recently expanded its partnership with Warner Music Group, another major record label. In addition to music licensing, the partnership provides WMG artists and songwriters with new revenue and marketing opportunities.