Last fall, Spotify introduced a new format that combined spoken word commentary with music, allowing creators to reproduce the radio-like experience of listening to a DJ or music journalist who shared their perspective on the tracks they would then play. Today, the company is making the format, which it calls "Music + Talk," available to global creators through its podcasting software Anchor.
Creators who want to offer this sort of blended audio experience can now do so by using the new "Music" tool in Anchor, which provides access to Spotify's full catalog of 70 million tracks that they can insert into their spoken-word audio programs. Spotify has said this new type of show will continue to compensate the artist when the track is streamed, the same as it would elsewhere on Spotify's platform. In addition, users can also interact with the music content within the shows as they would otherwise -- by liking the song, viewing more information about the track, saving the song, or sharing it, for example.
The shows themselves, meanwhile, will be available to both free and Premium Spotify listeners. Paying subscribers will hear the full tracks when listening to these shows, but free users will only hear a 30-second preview of the songs, due to licensing rights.
The format is somewhat reminiscent of Pandora’s Stories, which was also a combination of music and podcasting, introduced in 2019. However, in Pandora's case, the focus had been on allowing artists to add their own commentary to music -- like talking about the inspiration for a song -- while Spotify is making it possible for anyone to annotate their favorite playlists with audio commentary.
Since launching last year, the product has been tweaked somewhat in response to user feedback, Spotify says. The shows now offer clearer visual distinction between the music and talk segments during an episode, and they include music previews on episode pages. To date, creators have produced "tens of thousands" of shows using the format, Spotify told TechCrunch, but the company isn't providing exact numbers at this time.
The ability to create Music + Talk shows was previously available in select markets ahead of this global rollout, including in the U.S., Canada, the U.K., Ireland, Australia and New Zealand.
With the expansion, creators in a number of other major markets are now gaining access, including Japan, India, the Philippines, Indonesia, France, Germany, Spain, Italy, the Netherlands, Sweden, Mexico, Brazil, Chile, Argentina and Colombia. Alongside the expansion, Spotify's catalog of Music + Talk original programs will also grow today, as new shows from Argentina, Brazil, Colombia, Chile, India, Japan and the Philippines will be added.
Spotify will also begin to more heavily market the feature with the launch of its own Spotify Original called "Music + Talk: Unlocked," which will offer tips and ideas for creators interested in trying out the format.