Spotify Teams With Creator Hub Nebula On Video Streaming Initiative

deadline.com:

Streaming giant Spotify and creator-focused Nebula are teaming up on a video content initiative. The partnership will bring videos from Nebula to Spotify’s 615 million-plus global users.

Terms of the agreement were not disclosed. Creators who are part of the initial Nebula slate include CinemaWins, Charles Cornell, Hello Future Me, Captain Midnight, Tale Foundry, Game Makers ToolKit, Todd in the Shadows, Adam Neely, The Closer Look, FD Signifier, and Kat Blaque.

While Spotify has previously explored original video, only to later back away from the space amid a cluster of new competition and a need to streamline and refine its focus, the new partnership fits its current strategy of embracing the creator economy.

Across its other businesses, the company has shifted toward creators after a number of talent deals with more conventional names yielded mixed results. “Creators are at the core of everything we do at Spotify, so we are eager to partner with Nebula, a creator-built and creator-operated platform, to bring this content to our users across the globe,” said Jordan Newman, Head of Content Partnerships. “Video greatly deepens our creators’ engagement, growth and retention with their fans—so we are thrilled to introduce such an innovative and diverse slate of video content to our audience.” Nebula’s content will be hosted on Spotify for Podcasters, Spotify’s all-in-one hub that provides podcast and video creators with tools for community building and fan engagement.