Spotify is working to add music videos to their app. According to Jane Manchun Wong, reverse engineer, who discovered an unreleased ‘video’ tab on the ‘Now Playing’ screen of it.
The engineer tweeted a screenshot on Saturday (June 20). That said, “Spotify actually works on a tab to move between Canvas, Album Art, and Video.”
‘Canvas’ is the looping visual feature of Spotify that exists in the “Now Playing” area. Spotify extended its beta program in October.
The ‘Video’ section is obviously new, as Jane Manchun Wong states.
Of course, Spotify has made previous attempts to incorporate video content into its platform.
In 2015, Spotify announced that media outlets, including Vice Media, Maker Studios, Comedy Central, the BBC, ESPN, Nerdist, NBC, and TED, will support short-form video content.
Swedish tabloid Breakit described the move as a “video floppy” in October 2016. It cited sources claiming it had invested over $50 million on the project.
It also announced in October 2016 that the works will be based on three main points. They are themes-music events, artist profiles, and music culture-had 12 original video shows.
A Few Reasons Behind an Unreleased Video Tab
The discovery of an unreleased video tab in the app’s Now Play section comes at an interesting time for a few reasons.
First, there’s the recent deal by Spotify for the podcast Joe Rogan Experience (JRE).
Audio and video versions of The JRE will only be available on Spotify from the end of this year, via a licensing deal that the Wall Street Journal suggests will cost Daniel Ek’s company more than $100 million.
The JRE podcast video edition is currently available on YouTube, and there are almost 8.8 million subscribers to the JRE YouTube channel.
Furthermore, it recently launched self-serve, sound-on video ads on its US, UK, and Canadian Ad Studio platform. It emphasized how impactful visuals can be when used as part of a campaign.
Spotify stated, “You have the potential to say a more complex tale with the combination of audio and video ads that stimulates curiosity and creates effect because you have the full attention of the eyes and ears of your viewers.”
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