Spotify Joins Facebook and Twitter in Social TV Conversation

Spotify and Bravo have announced a collaboration that will make the cable network Spotify’s first U.S. television partner to develop custom playlists for shows. The first playlists will be available on the day of the premieres of “The Real Housewives of Atlanta,” “The Real Housewives of Beverly Hills,” “Vanderpump Rules” and “Thicker Than Water.” Playlists will then be updated during the season with songs that reflect the characters and each show’s developments.

“Bravo fans are extremely passionate so we always look to provide deeper ways for viewers to experience our shows,” said Ellen Stone, EVP of marketing for Bravo and Oxygen Media. “Music is such a shared emotional touchstone that by creating these weekly playlists we allow viewers to connect and engage beyond the screen.”

“The partnership will factor heavily into Bravo’s social strategy throughout the seasons,” reports Lost Remote. “Each playlist will be embedded onto the websites of each of the shows, and there will be on-air fly-ins during the premiere of each episode with calls to action. Bravo and Spotify will also engage in Twitter conversations with fans during the episode premieres, and will link directly to songs in the playlists as the shows progress.”

“We want to introduce as many people as possible to Spotify and TV lets us reach a large, engaged audience,” Graham James, head of U.S. communications for Spotify, told Lost Remote. “Streaming music is still relatively new and we want to continue to educate consumers on the features that make Spotify the best music experience imaginable.”

“We’ve worked with a number of TV networks in the Nordics and UK but this is the first time we’ve partnered with a TV network on this scale in the U.S.,” he added. “Bravo is really great about embracing new technologies to engage with their audience so they were a perfect partner for Spotify. Their programming has massively engaged fan bases and we are working together to connect their viewers more deeply with the shows they love through music.”