Spotify launches Canvas feature in beta

Canvas allows artists and labels to add colourful 3 to 8 seconds moving visuals in the Now Playing view, which Spotify says is the most viewed location in the Spotify mobile app for Android and iOS.

The feature has been in limited testing with certain artists since May 2018. “We’ve been testing it with select artists for some time, and today, we’re also inviting some of the most active Spotify for Artists users to join the beta,” Spotify said.

“Adding a Canvas can help keep your listeners hooked; we’ve seen that adding a high-quality one to a track can increase streams, saves, artist profile visits and shares. Through the expanded beta, we hope to inspire artist teams to treat Canvas as a critical and unique part of their release strategy.”

The streaming giant says the impact on listeners varies, based on how Canvas is designed. It suggests trying to tell a full story in the loop rather than trimming a music video down to the allocated time.

However, TechCrunch reported that based on social media discussions, some users choose to opt out of the experience entirely mainly because “Spotify has traditionally been a place to listen not to watch. That’s not to say there aren’t music videos on Spotify; they’re just not well-highlighted by the app nor a core part of the Spotify experience,” TechCrunch said.

Spotify has already sent out beta invitations to some users, but those who have not received one can sign up here.