Spotify is diving headfirst into original video by making 12 TV-style shows

Spotify, the most prominent on-demand music streaming service, is diving into TV-style shows by making 12 of its own. These shows will feature the likes of rap mogul Russell Simmons and Oscar-winner Tim Robbins, and will be available to all of Spotify's 75 million users.

Spotify hopes to use video both to grab new customers and make users spend more time with the product, according to Bloomberg. The shows will stick close to Spotify's DNA, and center on music - though this could span live performance, history, or seep more into general pop culture.

"We are developing original content that is rooted in music, pop culture, and animation that is driven by the passion and sense of humor of our audience," Tom Calderone, a veteran of Viacom who heads up content for Spotify, said in a release.

This isn't the first foray Spotify had made into video. Last year, it debuted clips from places like Comedy Central, ESPN, and BBC, on the platform, and the company added a dedicated "Video Shows" section to its app in January. But so far these initiatives haven't made much of a splash with users.

But Spotify is doubling down.

"We have to figure out a second act," Calderone told Bloomberg. "And I think it will come out of video. The idea is to make sure users know they can come here for something other than playlists."

This upcoming crop of show is just the first step. Spotify plans to break beyond music soon, creating comedy and animation series "tailored to the service's young audience," Bloomberg reports.

Here are Spotify's descriptions of the new shows:

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