Shazam adds music videos via Vadio partnership

Shazam has entered a partnership that will add music video channels to its app. The multifaceted mobile company has teamed up with video engagement business Vadio for this effort to increase time spent in its app. When a user Shazams a song, they will now see a music video channel in addition to the track’s metadata. The clips won’t play automatically, but they can show a curated selection of videos either generated by trending data or specifically compiled by a brand.

“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,” Chief Product Officer Fabio Santini said. “In turn, this creates new revenue opportunities for artists and, moreover, powerful ways of gaining exposure for brands.”

Shazam has been snowballing its core product to include a wider scope on entertainment. It added visual recognition to its central audio identification service, and has since partnered with radio groups for audience measurement tools and with brands for additional marketing opportunities. The mobile app has been downloaded more than 1 billion times, and Shazam announced last month that it had posted a profit, mostly on the back of its advertising deals.