Within the wake of Common Music Group’s (UMG) public spat with TikTok, which noticed the label pulling its full catalog from the video app earlier this yr, the corporate is doubling down on its cope with Spotify. On Thursday, UMG introduced an growth of its strategic relationship with the streaming music service that may deal with “music discovery and social interplay” in addition to enhanced fan experiences. The addition of music movies is included amongst these new options within the U.S.

Spotify not too long ago introduced its plans to help music movies, saying in March it will take a look at the choice in beta in 11 choose markets — which, on the time, didn’t embrace the U.S. As a substitute, the function was to be supported in Brazil, Colombia, Germany, Indonesia, Italy, Kenya, the Netherlands, Poland, the Philippines, Sweden and the U.Ok., the corporate mentioned.

With the UMG deal, U.S. customers can even have the choice of watching music movies as a substitute of simply streaming audio. The businesses didn’t state what portion of UMG’s catalog could be supplied as movies, nor did it identify particular high-profile artists whose movies could be included.

Common Music Publishing Group, nonetheless, contains quite a few well-liked artists like Taylor Swift, Billie Eilish, Ariana Grande, Unhealthy Bunny, The Weeknd, SZA, Drake, Harry Types, Kendrick Lamar, Adele and others. That catalog of 4 million songs was also pulled from TikTok after UMG did not renew its settlement with the video app.

To observe movies, Spotify customers can entry a brand new “Swap to Video” choice from the app’s Now Taking part in Display. Plus, should you rotate your telephone to panorama mode, you may watch the video full-screen.

As part of the brand new settlement, Spotify will introduce new promotional and social options to assist artists generate pleasure round their new releases. As an illustration, UMG artists will have the ability to share teasers of upcoming songs and customers will have the ability to pre-save music earlier than a brand new launch.

The businesses will discover different collaborations on options over time, with additional particulars nonetheless to return, UMG mentioned in an announcement.

“UMG has persistently been a progressive companion on behalf of their artists and songwriters, contributing to our product improvement efforts of experimental instruments and adopting them early to assist artists stand out,” mentioned Spotify founder and CEO Daniel Ek, in a statement. “The forthcoming options will put extra energy within the arms of artists and their groups to assist them authentically specific themselves, effectively promote their work, and higher monetize their artwork,” he added.

The timing of the deal, after all, is notable given the drama round TikTok. Along with dealing with a attainable U.S. ban, the short-form video app and UMG had been unable to return to an settlement over TikTok’s use of UMG’s music. Consequently, TikTok needed to take away some 3 million songs owned or distributed by UMG by January 31, 2024. Later, it additionally needed to take away extra songs that contained compositions managed by UMG — that’s, songs written or co-written by a songwriter signed to Common Music Publishing Group.

By partnering with Spotify, UMG nonetheless has a option to promote its music to followers, even when its artists lose the flexibility to market themselves on TikTok. In earlier years, the lack of UMG’s music would have been a bigger blow to TikTok, however given the app’s transfer away from lip-syncing and dancing movies to extra vlogs and long-form content material, to not point out its controversial e-commerce push, the affect is probably not as profound.