Viacom taps Spotify for streaming partnership in efforts to bring music back to MTV
It’s no secret that the ‘M’ of MTV has been scarce since the introduction and takeover of the channel’s dozens of shockingly popular reality series brands. In effort to return to its roots, Viacom Inc., owners of MTV, VH1 and other cable networks, has announced a new partnership with Spotify. The details of the alliance outline “featured artists [on] at least 150 Spotify playlists” that will be available for free streaming across the channels’ websites and applications while also maintaining the relationship with television series fans by providing themed and related playlists for MTV’s fan favorite shows like Teen Wolf.
Spotify founder Daniel Ek explains his hopes to reignite a wider interest in MTV’s offerings as the two companies come together. “The younger audience has a very different relationship to (Viacom’s) properties,” he explains. “We can bring back the music in MTV and bring its programming to a wider audience again.” With 40 million Spotify users worldwide, there’s a chance just yet that MTV may receive the revival it needs, thanks to Spotify.