Spotify and Genius Expand Music Video Partnership
Spotify and Genius have announced a new partnership that brings Genius’ popular music video series directly to Spotify. The deal expands access to both Open Mic and Verified for music fans worldwide.
For the first time, Spotify users can watch full episodes of Open Mic, Genius’ live performance series. Meanwhile, Verified will add older episodes alongside new releases. Together, the two series have generated more than 3.7 billion views since launching in 2016.
The partnership also strengthens Spotify’s broader push into video. As a result, fans can now find performances, artist interviews and music storytelling alongside their regular listening experience.
Genius Brings Open Mic to Spotify
Open Mic features stripped-back performances from established artists and emerging talent. The first new episode on Spotify features Grammy Award-winning rapper Rapsody performing “Pick A Side” from her latest album, God Gotta Afro & Gold Hoops. (Spotify)
Spotify users can also access selected older episodes featuring artists including Bebe Rexha, Rod Wave and Teddy Swims. New Open Mic episodes will arrive every Thursday at 11 a.m. ET.
The series gives artists another format to showcase their music. Its stripped-back approach also lets viewers focus on the performances rather than elaborate production.
Genius says the partnership will expand the reach of its artist-focused programming. The company also sees Spotify as another channel for music discovery and fan engagement.
Verified Expands Its Spotify Presence
The partnership also expands Verified, Genius’ artist-led lyric breakdown series. The format lets musicians explain their lyrics, themes and creative process in their own words.
Verified already had a limited presence on Spotify following a phased rollout that began late last year. Now, however, Spotify will add a larger archive alongside continuing new episodes.
The series has featured artists such as Alicia Keys, Billie Eilish, Doja Cat, Lorde and Cardi B. Furthermore, new episodes will premiere on Wednesdays and Fridays at 11 a.m. ET.
The latest episode features Magnus Ferrell discussing his song “Asleep Talking.” Meanwhile, both Open Mic and Verified will have dedicated show pages on Spotify.
Spotify Pushes Further Into Music Video
The partnership comes as Spotify continues expanding its video offering. The platform has been adding official music videos, live performances and covers to its service.
Spotify has also reported stronger listening activity after users watch full-length videos. According to the company, listeners stream the related song 64% more often during the following three weeks.
Moreover, Spotify says those viewers stream the artist’s wider catalog 57% more during the same period. Therefore, video is becoming an increasingly important tool for artist discovery and deeper fan engagement.
For audiences in the UAE and wider Middle East, the partnership adds more artist-focused video content to Spotify’s growing entertainment offering. However, specific video availability can vary by market and subscription plan.
The deal also gives Genius a broader distribution channel for its flagship programming. Consequently, Spotify gains more music-focused video content while Genius reaches a larger global audience through one of the world’s major streaming platforms.
