Spotify tries out new video strategy after head of Original Video leaves company

In case you didn’t know, Spotify has experimented with video in the past. It even tried creating an original video series called Traffic Jams. But this approach hasn’t worked from the music streaming service. And with Tom Calderone, head of Original Video, leaving the company, people assumed the service was dropping video altogether. But it looks like they are taking a different approach. As Complete Music Update reports, a spokesperson from the company says they plan to build video content into its most successful playlists and will be linked to new music releases.

And we get to see that with the new single from Sam Smith. The new song “Too Good at Goodbyes” gets a video of Smith singing to the camera. Aside from that, the other songs in the playlist show cover photos of Smith’s other albums while the music plays. While the video can be played on both desktop and mobile, the cover art effect is obviously limited to mobile. Will we see music videos premiere on the service? Maybe or maybe not. Spotify hasn’t been aggressive with video or it just hasn’t caught on, especially with the service working more like a radio than a video platform. Will it work this time? We can’t say just yet.