News May 10, 2016

Spotify unveils original music-focused video series

Former Editor

Spotify has just entered the video streaming sector in a big way. Today it announced it’s creating 12 original series with figures like actor Tim Robbins and Def Jam Records co-founder Russell Simmons.

Today’s announcement comes almost a year after Spotify added video content from the BBC and Comedy Central last March and just four months after its launch of video features in January.

The expansion of its video offerings will be made available to free and paid Spotify users in the US, UK, Germany and its native Sweden on both iOS and Android devices. It’s unclear when we can expect an Australian roll-out of the video series.

Tom Calderone, Spotify’s content partnerships chief, said in an interview with Bloomberg: “Music will always be most important, but our audience likes us and wants more from us. We have to figure out a second act, and I think it will come out of video. The idea is to make sure users know they can come here for something other than playlists.”

Calderone joined Spotify in March after a 17-year stint at Viacom. Phase One of Calderone’s programming strategy is focused on music. The original shows include the All Def Digital produced Rush Hour, where two hip hop artists remix one of their tracks then perform it for a crowd of fans; Landmark, whichfocuses on one important moment in music history – The Beach Boys and Metallica are the first cabs off the rank.

Spotify will also debut the Tim Robbins-presented mockumentary series Ultimate/Ultimatewhich hopes to create EDM stars, and the Gunpowder & Sky-produced Drawn & Recorded where Oscar-winning producerT-Bone Burnett narrates a piece of music history, told through animated visuals. One episode recalls Elvis Presley’s visit to the Washington ghetto in full costume, and another recreates the story of blues artist Blind Willie Johnson.

The move helps Spotify compete with video streaming giant YouTube, which launched its subscription service and original content platform YouTube Red a year ago.

According to Bloomberg, Phase Two of the strategy will target Spotify’s younger listeners for a comedy and animation series.

Spotify was valued at US$8.5 billion (A$11 billion) in June 2015. In its last financial report covering 2014 it made $1.3 billion ($1.67 billion) revenue, up 45% from 2013. But with high overheads like 70% going to recording and publishing licensing, its net losses were $197 million ($255.7 million).

See below for the full list of concepts in development for Summer/Fall 2016:

Rush Hour – Two hip-hop artists (one legend, one young buck) are picked up in a van during the height of LA rush hour. As they drive to an undisclosed location they must come up with a remix or mashup of one of their well-known tracks. Once done, they arrive at the downtown LA parking lot stage of Russell Simmon’s new company All-Def Digital, where they perform their new collaboration (as well as other songs) before a crowd of raucous super fans.

Landmark – Comprised of exclusive interviews, archival footage, and unique multi-media elements, each episode of Landmark brings to life the story of an important moment or movement in music history. Each installment is accompanied by a long-form podcast giving in-depth analysis of specific tracks.

Drawn & Recorded – Featuring narration from Oscar-winner T-Bone Burnett and stunning animation from Drew Christie, each episode of Drawn & Recorded tells a remarkable anecdote from music history. The stories will range from introspective to comic, and feature artists from across the music spectrum.

Life in Short – Life in Short is an anthology series celebrating music’s most enigmatic artists. Each 24-episode season covers a single artist and each sub-2 minute episode uses a different narrative device (animation, documentary, tribute performance) to highlight one key aspect of the artist’s life. Episodes will run the gamut from funny to inspiring, to somber. Each episode is designed to live on its own but, if watched as whole, the series will provide unique insight into the subject.

Trading Playlists – Two celebrities trade Spotify playlists for a day, in the process discovering new music, learning a bit about each other, and highlighting all the ways music is tied to identity and culture.

Singles – Shot in Spotify’s brand new, state-of-the-art music studio in NYC, this series gives viewers fly-on-the-wall access to artists as they record new takes on their most well-known songs. SINGLES will have a super-intimate, almost “low-fi” feel. While the series will have a consistent look, visual elements will be tweaked to align with each artist’s sensibilities.

Rhymes & Misdemeanors – In each episode of this true crime series, we profile a notorious crime from the music world. From the PCP-fueled cannibalism of rapper Big Lurch to the murder-for-hire plot hatched by the singer of metal band As I Lay Dying, we’ll get the full story of how some of music’s biggest and most promising acts went tragically down the wrong path.

Ultimate/Ultimate – From Academy Award® winner Tim Robbins and executive producer/director Jack Robbins comes Ultimate/Ultimate — a comedic, mockumentary series following several passionate (but modestly talented) people competing in a competition to become the next great EDM star. From pint-sized phenom DJ Sparkle, to frat brothers channeling their inner Daft Punk, the series explores the hilarious, endearing and absurd lengths people will go to to pursue their musical passions.

Generations – In this unique performance series, two generations of hip-hop stars come together to create new versions of their most notable songs. Each installment of the series will feature musical performance along with documentary segments about the experience..

Public Spaces – Each installment of PUBLIC SPACES features a notable act performing in one of the world’s great public spaces. Whether it’s Macklemore in Union Square, or A$AP Rocky at the Brandenburg Gate this series will redefine “music for the masses.”

Flash Frame – Flash Frame is Spotify’s rejuvenation of the music video format. Once a month an A-list act will perform at Spotify’s New York City office. The show will be captured on video. After the fact, additional visual assets will be sourced, shot or created (animation, archival footage, additional video production, etc.) and intercut with one of the performed tracks to build a narrative around the song’s theme. Music video directors, animators, CG artist and other creative trendsetters will be tapped to help craft each distinctive episode.

Focus On… – FOCUS ON is a data-driven performance series that lives at the intersection of music, culture and Spotify. Spotify will identify a popular band in a key market, and have them play an exclusive show for Super Fans sourced through Spotify’s data. In addition to the performance, each 5-segment installment features segments profiling the fans and the music culture of that particular locale.

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