MTV and Spotify streaming service have officially announced an editorial partnership, bringing together MTV, VH1 and CMT's apps and curatorial voice to the Spotify platform.
As Billboard reports, the partnership is only US-based at the moment, but will likely expand to Europe and beyond in the near future.
"The deal and the partnership have two main objectives," Spotify's head of business development Jorge Espinel explained. "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 US, and this partnership will allow us to access that new audience."
For the embedded playlists to be be listenable, the desktop users will have to be logged into Spotify, while the mobile users of MTV websites will be directed to the streaming service's app. Visitors not registered on Spotify will be granted 30-second samples and prompted to create an account.
"MTV opened up the world of music to me as I was growing up," said the company's founder Daniel Ek. "Being able to connect a whole new generation to music through streaming on MTV, VH1 and CMT sites and apps will bring an amazing experience to Spotify users."