Live streaming video within Spotify? It’s happening next Friday, albeit as part of a specific digital marketing campaign for Universal Music’s ‘This Is’ curation brand.

The event is the launch party for ‘This Is Dance 2016’, including a performance by dance star Sigma. Video of the London event will be streamed live into the Spotify desktop app, in place of its homepage ad banner.

Meanwhile, the event will also be streamed live on YouTube, Facebook and Twitter.

And while this is to celebrate the launch of a traditional compilation album, ‘This Is’ is becoming one of the brands of note on streaming services with its playlists too: Universal says the UK-focused brand is currently generating 5m streams a month across Spotify and Apple Music.

Its This Is Dancefloor playlist has nearly 163k followers on Spotify, while its This Is House playlist has 128k. Meanwhile, the sight of live video within Spotify’s desktop client raises thoughts of what else it could do with this feature in the future: Apple / Tidal-style branded gigs for Spotify in 2016, anyone?

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