At this year’s Final Front hosted by Omnicom Media Group and Hearts&Science, Shazam presented a slate of programming ideas to brand partners and clients. With over 1 billion downloads and over 120 million daily active users, Shazam, like its fellow music-based sites Spotify, Apple, Amazon, LiveNation and Tidal, feels it could have a real shot at riding the video wave successfully.
Its first step is more of a tip-toe but with the help of music video licensor and distributor Vadio, Shazam is rolling out music video channels, both companies announced today, in what could be a real jab at struggling music video site, Vevo. Over 20 million Shazams happen daily. With the deal, Shazam’ers will be instantly directed to a music video channel related to the song being searched.
“We continually look for new ways to expand the way in which our users can discover music,” said Greg Glenday, chief revenue officer for Shazam. “We want to give fans a great reason to spend more time with Shazam by giving them access to a rich and immersive music video experience. In turn, this creates new revenue opportunities for artists and, moreover, powerful ways of gaining exposure for brands.”
Vadio, which is a hybrid word for video-radio, pulls in music videos into any destination — desktop, smart TV app, or mobile device — to increase engagement and consumer experience.
The shift won’t be easy as Shazam tries to train users to adapt to a more “lean in” experience. Spotify, a competitor in the hybrid music and video streaming space, has found that 30% of its audience are watching video on the device, while the remainder is using audio only, according to one publisher who has a deal with the streaming platform. Vevo, perhaps the closest competitor in the music video streaming bucket, has also found a majority of its traffic on YouTube, rather than on its own destination sites and apps.
Music videos play well into the culture of a company like Shazam and could serve as an litmus test as to the appetite of Shazam’s user-base to watch video. While the company is clearly exploring branded entertainment and original video projects, the deal with Vadio allows Shazam to gain more intel in advance of pulling the trigger on a big video production or acquisition budget.
“Shazam is the quintessential destination for music discovery,” said Bryce Clemmer, co-founder and CEO at Vadio. “By incorporating high quality video into Shazam, brands and artists can visually tell their stories to a global audience in ways not possible before on a major music destination.”
For Vadio, Shazam is a flagship client that opens the brand to an entirely new set of eyeballs and client base in over 190 countries. The company already works with CBS Local, Vizio and Metrolyrics, in the U.S.