Spotify is getting a musical uplift. The streaming service recently announced that it has teamed up with Viacom for an editorial partnership that will combine the apps of MTV, VH1 and CMT with Spotify’s curatorial voice to create playlists that transfer across platforms.
Jorge Espinel, Spotify’s head of business development, told Billboard, “The deal and the partnership have two main objectives. We have a unique platform that enables MTV to expand and share their expertise with our users, which they view as a unique opportunity. They have mass market reach in the U.S., and this partnership will allow us to access that new audience.”
The new deal will still require computer users to log into their Spotify account but will also allow mobile visitors to MTV’s website and app to listen to playlists without being registered. They will be able to stream 30-second samples in a effort are them to create a Spotify account.
The goal of the partnership is to give both invitees a clear view of their audiences as well as drive traffic to their websites and apps. So far it will be implemented in the U.S. but there are plans to expand to Sweden, Norway, Germany and Japan.
“MTV opened up the world of music to me as I was growing up, being able to connect a whole new generation to music through streaming on MTV, VH1 and CMT sites and apps will bring an amazing experience to Spotify users,” said Spotify founder Daniel Ek.