Universal Music Group and Spotify have expanded their strategic relationship.

On 28 March (Thursday), the two companies announced their collaboration on new promo and social tools for artists and songwriters to drive fan engagement to their new releases. UMG artists will be able to share teasers of their upcoming music, pre-save activity even before a new release drops, and enable the distribution of music videos in the US on the streaming platform to bring in more interaction.

“We’re excited to broaden our relationship with Spotify through the introduction of new content offerings and collaborations that will bring deeper ‘social music’ experiences to the platform,” Sir Lucian Grainge, Chairman & CEO UMG, shares in a statement. He says, “We’re always striving to expand opportunities for UMG artists and songwriters to elevate engagement with their fans, especially in the introduction of new music and artist-centric initiatives. Spotify has been a committed partner in creating tools that help maximize attribution and fair pay for artists and songwriters, and this demonstrates that win-win partnerships between music companies and platforms create an environment where innovation, artist compensation and next-generation fan experiences can coexist and move the industry forward.”

Daniel Ek, Founder & CEO of Spotify adds, “UMG has consistently been a progressive partner on behalf of their artists and songwriters, contributing to our product development efforts of experimental tools and adopting them early to help artists stand out. The forthcoming features will put more power in the hands of artists and their teams to help them authentically express themselves, efficiently promote their work, and better monetize their art.”

UMG and Spotify will also continue to explore more features that will enable fans to discover artists and propel virality of fresh music. Further details will be announced soon.