UMG and Spotify expand strategic partnership

The deal allows Spotify to offer new promotional tools for UMG artists, starting with the ability to share music teasers to enhance fan engagement and pre-save activity before releases.

Additionally, a new agreement with Universal Music Publishing Group (UMPG) will enable Spotify to distribute music videos in the US, enabling deeper experiences with the songs, the artists and the songwriters. The companies will also continue exploring features to aid fan discovery and promote the virality of new releases.

“We’re excited to broaden our relationship with Spotify through the introduction of new content offerings and collaborations that will bring deeper ‘social music’ experiences to the platform,” UMG chairman and CEO Lucian Grainge said. “We’re always striving to expand opportunities for UMG artists and songwriters to elevate engagement with their fans, especially in the introduction of new music and artist-centric initiatives. Spotify has been a committed partner in creating tools that help maximise attribution and fair pay for artists and songwriters, and this demonstrates that win-win partnerships between music companies and platforms create an environment where innovation, artist compensation and next-generation fan experiences can coexist and move the industry forward.”

On his part, Spotify founder and CEO Daniel Ek said: “UMG has consistently been a progressive partner on behalf of their artists and songwriters, contributing to our product development efforts of experimental tools and adopting them early to help artists stand out. The forthcoming features will put more power in the hands of artists and their teams to help them authentically express themselves, efficiently promote their work and better monetise their art.”

For UMG,  which recently pulled its catalogue from TikTok after failed negotiations regarding fair compensation for artists and songwriters, the latest development adds to a series of new industry partnerships. They include an exclusive distribution agreement with South Korea-headquartered entertainment company HYBE and collaboration with electronic musical instruments maker Roland Corporation on responsible AI application in music creation. Additionally, UMG has acquired a minority stake in Chord Music Partners, whose portfolio includes works from global stars such as The Weeknd, David Guetta, Lorde, Kid Cudi, Diplo, John Legend and Twenty One Pilots.

Meanwhile, Spotify is adding music videos to its mobile and desktop apps across multiple markets. It’s also testing video-based educational courses with online learning platforms, starting with a trial in the UK. Furthermore, it has partnered with live event discovery platform Bandsintown to improve concert and festival discovery globally.