"Spotify and Viacom have announced an editorial partnership that will bring MTV, VH1 and CMT's apps and curatorial voice to the Spotify platform in the U.S. The partnership will be U.S.-focused at the outset, with it likely to expand to Europe and beyond in the future.
Jorge Espinel, Spotify's head of business development, told Billboard that "The deal and the partnership have two main objectives. We have a unique platform that enables MTV to expand and share their expertise with our users, which they view as a unique opportunity. They have mass market reach in the U.S., and this partnership will allow us to access that new audience."
Users will need to be logged into the Spotify application on their desktop computers for the embedded playlists to be be listenable, while mobile visitors of MTV websites and apps making use of the partnership will be taken to the Spotify app on their mobile devices. Visitors who are not registered on Spotify will be allowed to stream 30-second samples and be prompted to create a Spotify account.