Spotify has reached a deal with Paramount on a video section dedicated to the MTV Video Music Awards. The service will get a separate hub with archival performances, features on the nominees and some content from this year’s ceremony.
What’s coming to Spotify
Users will be able to open a dedicated VMA page with famous performances from past years, editorial collections and videos about the nominations. After the broadcast, selected content from the ceremony will be added there.
On desktop, on the web and on TVs, the service is putting the emphasis on a central video section. In the mobile app, Spotify promises more editorial context and personalized recommendations.
Why this is a notable change
Spotify has long gone beyond audio: the service offers podcasts, video podcasts and music videos in some markets. The VMA partnership is another step toward a format where the app competes for users’ time not only with music services but also with video platforms.
For viewers, it’s a convenient way to see in one place performances that are usually scattered across different channels and official pages.
What to keep in mind
The selection of videos and their availability may depend on your region and on licensing rights. If the section isn’t showing up yet, update the app and check again a little later — features like this often roll out in waves.
The format is useful for artists too: editorial collections can bring attention back to older performances and introduce new audiences to an artist’s catalog.
