Spotify is making some big moves. The on-demand music service will launch its first television commercial tonight on the season premiere of NBC's The Voice with a 30-second ad, and will follow up with 60-second versions later on The Tonight Show with Jay Leno and Late Night with Jimmy Fallon. The initial ads feature a voiceover narrative instead of music. One spot shows a crowd-surfer at a big show, and another features a group of friends dancing at a house party. The third depicts a man reflecting on a past love as he listens to music. The ads will also be featured online.
Spotify is also looking beyond music. According to Business Insider, the company is planning to augment their on-demand music with a video streaming service. Spotify reportedly hopes to invest in and feature original content and to compete directly with services like Netflix and HBO. Netflix has recently made similar movies with original content – the service launched its first original series, House of Cards last month, and will premiere the fourth season of Arrested Development in May.
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This article originally appeared on Rolling Stone: Spotify to Launch First TV Commercial on 'The Voice' Premiere