As Drake never sang: you used to call me on my cell phone, late night when you need my… cell phone too, to watch the new video from Post Malone. Yes, fans will need two phones to watch the latter artist’s new video, which is exclusive to Spotify.
Essentially it’s the story of a couple breaking up and getting back together, set to Post’s track ‘Circles’. There are two videos, which become one when two phone screens are placed side-by-side – fans are being encouraged to watch “her side” on the Posty’s Universe playlist (one of Spotify’s ‘enhanced album experiences’) and watch “his side” on the Today’s Top Hits playlist.
It’s a partnership between UMG / Republic Records and Spotify, with the production handled by agency Powster. It’s a gimmick, yes, but a fun one that encourages people to watch the video together. It’s also a sign of the times, where streaming services have by and large backed away from music exclusives, but are increasingly keen to commission exclusive videos from or featuring artists.