Spotify this morning announced phase two of its plan to increase video content. This time it's taking the form of 12 new original programs that will be available to iOS and Android users this year in the US, the UK, Germany and Sweden.
The shows could draw fans closer to music history and the culture surrounding it with concepts including live performances, artist interviews and archival footage presented in a 15-minute video format.
"We are developing original content that is rooted in music, pop culture, and animation that is driven by the passion and sense of humor of our audience," said Tom Calderone, Spotify's global head of content, in a statement. "We are working with artists, producers and partners who understand that the Spotify audience has a strong connection to artists and wants to go deeper into their worlds, see their performances and expressions, and hear their stories."
The announcement comes a year after the streaming service added podcasts and short news clips to its music streaming platform in a push to diversify its entertainment content.