Some of the world’s top creators descended on Spotify’s Los Angeles campus earlier today for Now Playing, where the streaming giant unveiled a series of new offerings aimed at helping creators monetize their video podcasts on Spotify better and deepen their relationships with audiences.
Spotify has long been thought of as a place for streaming audio, with songs and podcasts serving as the streaming company’s bread and butter over the past decade-plus. Now, however, the company is also turning its sights to more visually based entertainment options, with accompanying music videos and video podcasts. The Now Playing event was rooted in highlighting these new offerings and getting some of the world’s foremost audio-rooted talents onboard with these more visual-heavy elements.
Top Talent in Attendance
Among the guests who heard from Spotify leaders and mingled with their partnerships and product team members were Drew Afualo, Emma Chamberlain, Bailey Sarian, Haliey Welch, Jay Shetty, Chris Williamson, Josh Richards, Colin Rosenblum and Samir Chaudry, Zach Justice and Jared Bailey, Don Lemon, Anna Sitar, Rhett McLaughlin and Link Neal, and Andrew Huberman.
Following a keynote from Spotify CEO and founder Daniel Ek and Co-President Gustav Söderström, creators were invited to attend panels that explored their business opportunities on Spotify.
The creators of The Good Children, Joe Hegyes and Andrew Muscarella, explained how they found their format, what drives them to innovate, and how to cut through the noise. “We launched right before video podcasts had not only become the norm but the necessity,” they recalled. “We noticed that a lot of podcasts were cutting down video for TikTok clips to get more followers and information out about the podcast.”
Additionally, those in attendance heard how creators from Higher Learning and NewlyWeds have taken cultural moments and fandoms and built them into successful video podcasts.
Pivot to Video
“Video is more immersive,” stressed Higher Learning’s Van Lathan. “When you can see it, you get a much better sense of somebody’s emotions and personality. It forms a stronger bond with your audience.”
Furthermore, Spotify monetization experts Geoff Chow and Matt Huang walked the audience of content creators through some helpful tips and insights on how to build a business as a creator on the platform.
“We see some shows that are primarily an audio show dipping their toes into video with special episodes,” said Matt. “This program is going to help them monetize all of those different types of content as they’re experimenting and figuring out what works for them.”
Also, Spotify’s Chief Public Affairs Officer, Dustee Jenkins, got deep with creator Drew Afualo, pop star Meghan Trainor, and Spotify’s Sulinna Ong on the intersecting worlds of music, podcasts, and audiobooks.
“On Spotify, my podcasts, my audiobook, and my music are all in one place,” said Meghan. “It’s one place, one app where fans can find everything and learn more if they didn’t know I did all that. It’s the best.”
Closing it Out
“I truly believe that artists and creators are the ones that change and drive culture,” added Sulinna. “We give you the tools to affect it, but you are the ones who change it.”
Throughout the afternoon, Spotify also introduced creators to their homes via guided office tours showcasing the 360-degree aspect of Spotify’s support for video production, from the podcast studios to the listening rooms to the seamless recording rooms and edit bays, all available to podcasters and video creators on Spotify.
To close things out, Spotify brought out global pop sensation Halsey, who proceeded to bring the house down with a special performance of her hits, including “Without Me,” “Lucky,” and “You Should Be Sad.”
