Spotify is introducing editor-hosted videos for New Music Friday, allowing you to get to know the individuals responsible for the playlist.

      Spotify's New Music Friday is now incorporating short-form videos from its editorial team that discuss new releases and up-and-coming artists. Currently, this feature is available only in the US for both free and premium users.

      These videos showcase Spotify’s curators as they share their favorite picks, highlight emerging artists, and delve into the stories behind various songs and albums. John Stein, Spotify’s Head of North America Editorial, stated, “New Music Friday has always focused on helping fans discover the best new music weekly. By integrating our editors into the experience, we’re fostering a closer connection between listeners and the playlist creators.”

      This update builds upon The Drop Weekly, an in-app editorial series launched in September 2025, where editors analyze new releases and discuss cultural trends. However, that feature has yet to be rolled out globally. Spotify informed TechRadar that it is prioritizing the establishment and refinement of editor-led videos in the U.S. before considering broader availability.

      The introduction of these videos adds visibility to a previously hidden process. With Spotify’s editorial playlists being significant distribution channels in the music industry—where placements in New Music Friday can greatly influence an artist's release week—the creators behind these selections have remained anonymous until now. The videos aim to present them as individuals with insights, rather than mere algorithm-based selections.

      This also represents Spotify’s continued expansion into video content within the app. The company has been enhancing video features, including music video playback and investments in video podcasts. Given the prominence of short-form video in discovery on platforms like TikTok and YouTube Shorts, Spotify is seeking to harness this trend without entirely relinquishing discovery to external platforms.

      In a larger context, content platforms are competing based on editorial voices rather than just catalog size. Apple Music has long distinguished itself through human curation with named editors and artist interviews. While Spotify's algorithmic playlists like Discover Weekly and Daylist are well-received, they often lack the personal touch that gives editorial recommendations a sense of authority. These new videos aim to bridge that gap.

      However, whether users will engage with these videos remains to be seen. Historically, Spotify’s video features have experienced limited engagement. Nonetheless, as New Music Friday is one of the most frequented locations on the platform, it serves as a prime testing ground. If the videos prove valuable, it is likely they will roll out to other editorial playlists and eventually reach audiences outside the U.S.