×
You will be redirected back to your article in seconds

Spotify, ‘Ellen DeGeneres Show’ Launch Cross-Promotional Content Pact

Ellen DeGeneres has a new place to spin her favorite tunes: The talk-show host/comedian struck a content and promotion deal with Spotify, under which “The Ellen DeGeneres Show” and the music-streaming service partnership will promote each other.

It’s the first time Spotify is turning over control to a partner to develop a content hub, which will include DeGeneres-curated song playlists, podcasts, and video clips from the show including musical performances. In turn, the syndicated TV show will run regular on-air plugs for Spotify and Ellen’s hub.

The “Ellen Show” partnership is also the first notable entertainment-biz deal under Dawn Ostroff, Spotify’s chief creative officer, who joined the music streamer this summer after leading Condé Nast Entertainment.

The upbeat daytime host has long made music — and dancing — an integral feature of “Ellen.” Spotify is looking to get in front of not just her TV audience but also fans of her sprawling internet footprint, which reaches some 187 million followers through her Ellen Digital Network venture.

“I’m so excited to partner with Spotify on my very own music hub because music truly makes everything better,” DeGeneres says in an FAQ on her new Spotify page. “Well, music and salt.”

The parties declined to comment on the financial terms of the pact, which is set to run for one year. They described it as a “reciprocal relationship,” suggesting that no money is changing hands. Spotify also is running ads on Ellentube, the show’s digital video destination.

In a segment on her show Friday (Dec. 7), DeGeneres will tell viewers about the Spotify pact and how to find it. “The Ellen DeGeneres Show” will regularly feature Spotify through on-air integrations that “reflect culture in real-time,” according to the partners.

Spotify’s Ellen hub is available to users in the U.S., on the web at ellen.withspotify.com. DeGeneres will oversee the content curation, which will include regularly refreshed custom content, themed playlists, video clips from “Ellen,” and her “Ellen on the Go” podcast. Her first artist playlists on the Spotify hub are for Ariana Grande, Hozier, Leon Bridges and Kacey Musgraves.

Spotify sees the tie-up with “The Ellen DeGeneres Show” as helping it expand its audience with the show’s viewership, which skews older than Spotify’s primarily millennial user base.

“Ellen supports what she’s passionate about by sharing it with her wide-reaching audience of devoted fans, and consistently draws an enthusiastic response, particularly when it comes to her love of music,” Ostroff said in a statement. “We’re the same at Spotify — we both create opportunities for new voices to be discovered and enjoyed by millions — which is why our new partnership is such a great fit.”

“The Ellen DeGeneres Show,” now in its 16th season, is produced by Warner Bros. Television’s Telepictures and syndicated across the U.S.

Popular on Variety

More TV

  • Elite Season 2

    San Sebastian: Spain’s SVOD Players Debate Competition, Brand, Talent

    SAN SEBASTIAN  — Executives from HBO, Netflix, Amazon and Movistar+ and “Elite” co-creator Darío Madrona took to the stage to field questions on the Global Impact of Spanish Series. Here, briefly, are five takeaways: 1.Spain First “La Casa de Papel” was watched by 34,355,956 Netflix accounts over its first seven days,  after a July 19 [...]

  • Samsung Makes Bid to Keep Viewers

    Samsung Makes Bid to Keep Viewers From Skipping Fox Ad Breaks

    Fox is hoping to knit together the seconds-long divide between a TV program and the commercials that support it. During ad breaks for a few football broadcasts, tomorrow’s run of the Emmys and Wednesday’s season premiere of “The Masked Singer,” the network will kick off ad sessions with special show promos that display artistic renderings [...]

  • Patria

    HBO Europe Unveils ‘Patria’ Footage to Captive San Sebastian Audience

    SAN SEBASTIAN — Amid large expectation, HBO Europe has revealed first footage giving a first sense of tone and pace of its Spanish original series “Patria.” A packed-to-overflowing press conference on Saturday morning at the San Sebastian Festival can be read as one sign of the potential popularity of the eight-part series. The panel sneak-peek [...]

  • Topic Studios

    Layoffs Hit Topic Studios as TV Division Relocates to West Coast (EXCLUSIVE)

    A small round of layoffs has hit Topic Studios this week in the television division, insiders familiar with the company told Variety. One of the insiders said three executives at the New York-based producer and distributor are out: senior vice president of scripted programming and Viacom alum Lisa Leingang, vice president of development Mona Panchal [...]

  • Peter Weber and Mike Johnson

    'The Bachelor's' Mike Johnson on Diversity and New Leading Man Peter Weber

    ABC named its newest star of “The Bachelor” this week, officially making Peter Weber the leading man for Season 24 of the long-running dating show. Social media backlash ensued following the announcement due to ABC’s selection lacking diversity, yet again. Since the dating franchise began in 2002, there has been only one “Bachelorette” of color [...]

  • ABC Studios Logo

    ABC Studios Head of Alternative Fernando Hernandez Exits

    ABC Studios’ head of alternative Fernando Hernandez has departed from his post at the Disney-owned television studio, a source familiar with the situation told Variety. The Hollywood Reporter first reported the news. Hernandez’s exit follows an executive shuffling at the top in recent months that has included the departure of Amy Hartwick, ABC Studio’s head [...]

  • Rob Cowan, Greg Silverman'The Conjuring 2'

    Greg Silverman’s Stampede, School of Rock Team for Unscripted Series (EXCLUSIVE)

    Former president of Warner Bros. Pictures Greg Silverman is partnering with School of Rock through his content creation company Stampede. The collaboration with the music school will create exclusive content, starting with the development of an unscripted series.  School of Rock operates a network of performance-based education franchises that offer students of all ages guidance [...]

More From Our Brands

Access exclusive content