Spotify Set to Introduce Music Videos in U.S. and Canada Soon

Spotify, the prominent music streaming service, is preparing to launch music videos in the United States and Canada within the next few weeks. This move, confirmed by a spokesperson to Deadline, follows a successful beta rollout in 98 international markets earlier this year. While specific launch dates have not been disclosed, the introduction of music videos will position Spotify as a competitive alternative to established platforms like YouTube.

The announcement coincides with a new partnership between Spotify and the National Music Publishers’ Association (NMPA), unveiled recently. This collaboration features the introduction of an “Opt-In Portal,” allowing NMPA members to negotiate direct license agreements for expanded audiovisual rights in the U.S. According to Spotify, these agreements are expected to increase royalty payouts for independent music publishers and songwriters.

Alex Norström, Spotify’s Co-President and Chief Business Officer, emphasized the positive impact of this partnership. He stated, “This new partnership with the NMPA will increase revenue for songwriters and independent publishers who are the heart of the industry.” He expressed enthusiasm for continuing collaboration with the NMPA to create further value and opportunities for its members.

David Israelite, president and CEO of the NMPA, also highlighted the significance of this deal. He remarked, “We are pleased that this deal offers indie publishers the chance to enter into direct deals with Spotify in regard to audiovisual streaming functionality on the platform alongside the recently announced larger publishing companies.” Israelite noted that this new income stream reflects the growing value of songs as digital platforms evolve to offer enhanced capabilities to consumers.

The NMPA Opt-In Portal opened to eligible publishers on November 11, 2023, with onboarding expected to continue through December 19, 2023. This initiative aims to foster a more equitable environment for independent publishers and songwriters, enhancing their earning potential in an increasingly digital marketplace.

As Spotify prepares to broaden its services, the rollout of music videos may not only enrich the user experience but also reshape the dynamics of music consumption across North America. With growing competition in the audiovisual space, Spotify’s strategic moves reflect its commitment to connecting artists and fans through innovative features.