Nearly two-thirds of podcast listeners prefer watching podcasts instead of just listening to them.
And according to a recent Deloitte study, 82% of Gen Z and 70% of millennials discover new artists or songs through social media and short-form video platforms like TikTok and YouTube.
Music discovery today isn’t just about curated playlists. It’s happening in the form of quick, scrollable, visual content. That’s why Spotify’s recent expansion of its Partner Program to include video creators in nine new countries—including France, Germany, and the Netherlands- deserves attention. It’s more than just a feature rollout. It’s a strategic move that reflects how the platform sees the future of music promotion.
It’s a sign that the platform embraces video to stay relevant, boost engagement, and reshape how artists and labels approach promotion. This shows that things are changing within the music industry. Video content is no longer just a nice thing to have. It’s now a core part of how music is promoted.
As music streaming and video storytelling become more connected, the more promotion starts to feel like part of the performance itself.
Spotify’s Pivot To Video
Spotify isn’t new to experimentation. We’ve seen the platform expand beyond its audio roots in the last few years. It’s embraced podcasts, launched personalized listening experiences like Spotify Wrapped, and invested in AI-driven tools.
Now, video is entering the spotlight. Spotify Partner Program was initially designed to reward podcasters for listener engagement. With this recent expansion, Spotify is inviting video-first creators into the mix. Here, their goal is to help creators connect more with their audiences, offer more types of content, and find new ways to earn money from engagement.
Spotify’s message is clear: video content isn’t just for social platforms anymore. It’s becoming a key part of how the platform supports and showcases creators. That shift matters for labels and publishers because when Spotify changes its priorities, it often changes how artists are discovered, shared, and promoted.
Why Video Content Is Now a Cornerstone of Music Marketing
This shift in discovery habits changes the rules for how music is promoted. Social platforms don't just support music. They’re often where a song’s momentum begins. Whether it’s a TikTok dance, a remix clip, or behind-the-scenes footage, video allows fans to engage with music beyond just listening.
It’s how artists get noticed, songs go viral, and fan communities grow. With Spotify now embracing video more intentionally, these platforms are becoming part of the core marketing funnel, not just side channels.
What Does This Mean For Labels, Publishers, and Artists
Spotify’s move into video affects more than just content formats. It’s changing how music is packaged, promoted, and monetized. Here’s how that shift plays out across the industry.
Labels
A single song now needs more than just audio. This could be a music video, short social clips, and a vertical edit for in-app features.
Labels that embrace multi-format content will see better reach.
Those who don’t risk falling behind.
Publishers
Video content means more complex rights management.
Sync deals may get more detailed. Accurate metadata is crucial to avoid lost royalties.
Staying on top of how music travels through video is now part of the job.
Artists
Video opens new ways to connect with fans and also brings new pressure.
To stand out, artists need to think like content creators. The good news is that Spotify’s video tools offer new ways to get seen and paid.
Why Video Alone Isn’t Enough
Amid all the excitement around video, MIDiA raises an important point: podcasts that once thrived on deep conversations are now at risk of prioritizing visual gimmicks, celebrity appeal, and algorithmic bait over substance.
The same warning applies to music marketing. Chasing trends for the sake of virality can dilute authenticity. Not every artist thrives on camera. And not every campaign needs to be flashy to be effective. The key is alignment.
Match the medium to the message, and the format to the artist. Video content should be a tool, not a template.
Music Streaming Meets the Creator Economy
Spotify’s video expansion is more than a feature upgrade. It’s a move toward putting creators at the center, blurring the line between musician and influencer. In this model, artists don’t just release songs. They share remixable stems, behind-the-scenes footage, and commentary on the creative process.
Fans don’t just listen—they stitch, duet, remix, and react. Music streaming and video content aren’t two separate strategies. They’re two sides of the same coin. Artists who embrace this multidimensional approach are already seeing the benefits.
Music culture now thrives just as much on YouTube channels, TikTok trends, and live DJ sets as it does within traditional streaming platforms. These creators aren’t just musicians. They’re artists, influencers, and storytellers all at once.
The Future of Video in Music Promotion
Spotify’s expansion into video is just one chapter in a much broader story. Here’s what we can expect:
- New tools for artists to create in-app video content
- AI-assisted editing features that lower production barriers
- More music discovery is happening through short videos built into streaming apps
- Collaborative campaigns between labels and influencers for song launches
As music, content, and fan communities become more connected, the best promoters will be the ones who see that releasing a track is just the start. The real impact comes from how you share its story.
Music Promotion in Video Content: an Opportunity
Spotify’s expansion into video content is more than a creative opportunity. It’s a turning point pushing the industry to rethink how music is shared, marketed, and experienced. For artists, it’s an open invitation to engage in richer, more authentic ways. And for labels and publishers, it’s a chance to turn evolving formats into enduring fan relationships.
As this new wave of content-led promotion takes hold, tools like Reprtoir are here to help you manage the complexity. From rights and royalties to catalog management and campaign tracking, our platform empowers music professionals to confidently navigate the video-centric era of music streaming.
Explore our solutions and start reimagining your music marketing today.
