Yesterday, Tone Deaf wrote about the ongoing war currently raging in the music streaming industry. Whether it’s the dispute between labels, services, and artists, or the ongoing skirmishes between rival platforms, the sector is becoming increasingly cutthroat.
Case in point, Spotify just launched the streaming industry equivalent of a nuclear missile test yesterday, which came in the form of a glitzy press event in Manhattan, during which the Swedish giant unveiled the addition of podcasts and video content to their service.
As well as incorporating video and podcasts, Spotify will introduce several new personalisation features. Judging by the rhetoric used during the event, Spotify are looking to make their service your go-to entertainment destination. Yes, this goes far beyond music.
As Quartz notes, the overhaul is an attempt to establish Spotify as the central hub for their users’ consumption of basically everything on a mobile device and pits them against YouTube, Apple, and even Snapchat, as well as the other streaming services crowding the market place.
“We are a technology company by design, but we are really a music company at heart,” CEO Daniel Ek told those gathered at the event. According to data compiled by Pew Research, podcasts are more popular than ever and soon Spotify will add programs by American Public Media and BBC.
Meanwhile, the addition of video will take the form of short clips optimised for consumption on a mobile device and supplied by a family of content partners, including ESPN, Vice News, and Comedy Central. Coincidentally, the same outlets that appear on your Snapchat Discover page.
“We believe it will keep Spotify users happy and engaged during the day,” Ek said of the new video feature. “Plus, it’s really awesome content.” Spotify have thus far got you through your commute and most of the day, but what about afterwards?
As Quartz reports, Spotify have struck a partnership deal with Nike that will see the service incorporated into the clothing giant’s popular mobile running apps. Spotify now have you when you hit the gym, walk the dog, or go out for some exercise. Just check out the announce videos below.
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“There is an incredible opportunity to soundtrack your entire day and entire life in all of its complexity,” Ek told the press conference, which came just a month after the company raised $350 million in fresh funds, leaving the company valued at more than $8 billion.
However, it remains to be seen if Spotify’s expansion into a full-fledged mobile entertainment destination will give it a fighting chance against Apple, who are expected to announce their entry into the streaming music market later this month.
If the hype of the past few months is to be believed, the tech behemoth is set to revolutionise the music industry once again after they announce the relaunch of Beats Music.
