Spotify has entered a unique cross-promotion deal with comedian and television host Ellen DeGeneres. The streaming service will have a new content hub on its site with playlists, podcasts, and video clips curated by DeGeneres. In return, the performer will make on-air plugs for Spotify during her eponymous TV show. The cross-promotional deal is set to run for a year. Neither party has disclosed any financial details around their agreement.
Variety reports that this is the first time Spotify has allowed a third-party partner to have control over a content hub. At launch, the playlists include songs recommended by DeGeneres, artists who have performed on her program, and song selections from frequent guest and professional hip-hop dancer tWitch.
“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,” Spotify Chief Creative Officer Dawn Ostroff said. “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.”