The campaign will test the effectiveness of using exclusive video material to attract users and subscribers—a strategy other music services are betting on as well. Spotify is planning to broaden its video content next year beyond the short clips from major TV networks it launched earlier this year. Subscribers to Alphabet Inc.’s YouTube Red video service can easily access a wealth of live-performance videos without ads for nearly any artist through the new YouTube Music app. Rap mogul Jay Z’s streaming service Tidal this fall picked up the scripted Web series “Money and Violence” and launched a comedy series as well.
Media +Technology Intelligence
