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Buy Now partners up with Written by Nina Fowler on 2. April 2012


Music discovery service is teaming up with Berlin’s to provide more video content to users in German-speaking Europe. announced last week that its content – now up to over 45,000 original videos – will be made available as a thumbnail option on song pages (for example, on the page for Deichkind’s track Luftbahn – pictured above). This is a second big announcement for this month following news of a new Spotify app.
Access to embedded videos is not a new feature for CBS-owned, which has an established video thumbnail option and relationship with YouTube.
What the new deal offers is access to premium video content (rather than the hit-and-miss mix posted by users on YouTube). Also, and perhaps more importantly, it’s a way for to legally expand beyond German rights agency GEMA’s restrictions on YouTube.
In return, gains increased traffic and a chance to reach new users. “New people will get to know us”, public relations spokesman Fabian Heuser said on Friday.
There’s an obvious opportunity for the two platforms to work together to match content to users’ tastes. is at its core a music discovery service (it scrapped its on-demand streaming service back in 2010 in favor of links to new partners including Spotify). offers curated programmes but invites users to like or dislike videos and can save those preferences.

First step, scrobbling. Next step?

Will we see some kind of closer collaboration in future? It’s already possible to scrobble – collect the names of played songs – in the embedded player on
“In the long run, as part of our initiative to improve the social experience on, we are considering the possibilities to discover music across both platforms,” Heuser said in an emailed statement. “ has a great mechanism here, which would be a great service for both of our users.”
So far, the embedded player is only available to users in Germany, Austria and Switzerland. With due to launch in the UK and France in the next few months, that may change before too long.
Read more: Is Spotify too late to the German online music party?