Spotify is introducing editor-hosted videos to New Music Friday, allowing you to connect with the individuals behind the playlist.

      TL;DR: Spotify's New Music Friday is adding short videos from its editorial team discussing new releases and emerging artists. This feature is currently available only in the US for both free and premium users.

      Spotify is incorporating short-form videos from its editorial team into New Music Friday, its primary weekly playlist for new releases. These videos showcase Spotify’s curators as they highlight their selections, feature emerging artists, and share insights into the narratives behind songs and albums. Initially, this feature will roll out to users in the US, both free and premium.

      “New Music Friday has always aimed to help fans find the best new music each week,” stated John Stein, Spotify’s Head of North America Editorial. “By integrating our editors into the experience, we’re allowing listeners to connect more personally with those curating the playlist.”

      This update builds on The Drop Weekly, an in-app series Spotify introduced in September 2025, where editors analyze new releases and cultural trends. That feature has not yet been introduced globally. Spotify informed TechRadar that they are concentrating on perfecting the editor-led videos in the U.S. before thinking about broader rollout.

      The initiative reveals the faces behind a previously unseen process. Spotify’s editorial playlists are powerful tools for music distribution, with placements in New Music Friday being crucial to a release's success. Up until now, those making the selections remained anonymous. The videos aim to present these curators as individuals with their own insights rather than merely being algorithm-generated selections.

      Additionally, it represents Spotify's ongoing venture into video content within the app. The company has been enhancing video features, incorporating music video playback, and investing in video podcasts. With short-form videos becoming prominent for discovery on platforms like TikTok and YouTube Shorts, Spotify seeks to engage users in this manner while retaining control over the discovery process.

      In a broader context, content platforms are now competing based on editorial voice rather than merely catalog size. Apple Music has built a reputation around human curation, featuring recognizable editors and conducting artist interviews. While Spotify’s algorithmic playlists like Discover Weekly and Daylist are well-liked, they lack the human touch that makes editorial recommendations feel more authoritative. These new videos are an attempt to bridge that gap.

      However, whether users choose to watch them remains to be seen. Spotify’s video features have previously experienced limited engagement. Nevertheless, New Music Friday is among the platform's most frequented sections, making it a prime testing ground. If these videos prove valuable, they are likely to expand to other editorial playlists and eventually outside the U.S.

      Published June 12, 2026 - 6:54 pm UTC