Spotify has begun testing a feature that lets artists upload full-length music videos directly through its Spotify for Artists dashboard, a move that positions the streaming service to compete more directly with YouTube for video viewership.
The beta, available to tens of thousands of artists, supports official music videos, live performances, studio sessions, and covers. All uploads are royalty-bearing and chart-eligible. Early participants include Hazlett, who shared a live performance of “Blame the Moon”; We Three, with a cover of “Drops of Jupiter”; and Bebe Rexha, who posted the official video for “Hysteria.”
How Videos Are Surfaced
Internal data from Spotify indicates that pairing video with audio increases user engagement. Uploaded content is not confined to artist profiles; it is integrated into the platform’s discovery engine and can appear in:
- Home feeds
- Search results
- Now Playing View
- Editorial playlists such as Today’s Top Videos
Because the videos generate streaming royalties, artists earn from both the initial view and any subsequent lift in audio streams.
Technical Requirements and Access
Videos must be uploaded in landscape (16:9) format. Visualizers, lyric videos, multi-song concerts, and videos without music are not currently supported. The upload tool is located within Spotify for Artists. While delivery through labels and distributors remains the primary route for audio and video content, eligible artists in the beta can upload directly.
Strategic Implications
Early adopters may gain placement on editorial playlists such as Today’s Top Videos. The feature provides an alternative to YouTube for music video distribution, allowing video views to contribute directly to streaming royalties, catalog discovery, and algorithmic promotion on Spotify.
