Samsung and Spotify are partnering up and in a new blog posting, Spotify's CEO, Daniel Ek, answers some questions on why. The Korean tech giant named Spotify as its primary provider of music services during the unveiling of its Galaxy Note 9 flagship. Although the answers offered by Ek are fairly vague, he does clarify that the reason for the partnership mostly comes down to an analysis of how its users are listening to music via Spotify. In short, the company's users tend to listen to music across a variety of devices and Spotify wants its service to work 'seamlessly' when switching between them. Moreover, Samsung's popularity as a smartphone manufacturer and its wide array of connected hardware enable access to an even wider audience. It also lets Spotify build its envisioned experience out in ways it simply couldn't do on its own. Through the partnership, the company hopes to enable sign-in and syncing across smartphones, tablets, smartwatches, speakers, and televisions.
In terms of what, exactly, the partnership means from a user perspective, Ek goes on to say that it will initially be a part of the set-up process on Samsung devices. That includes integration with Samsung's aptly named phone migration tool, Samsung Smart Switch. Following that, users will also be able to play Spotify through the OEM's SmartThings app, including streaming media to the company's Smart TVs and other SmartThings-enabled devices. That will allow the service to be discovered easily from one Samsung device to another. Beyond that, as a user moves around a space or from room to room, SmartThings will detect the user's location and continue playback on the relevant device. Tied in with that, the company is improving Spotify Connect to make it easier to manually switch listening devices with controls located directly on a smartphone's lock screen.
Another aspect of the partnership is Spotify's integration with Samsung's latest update to its assistive voice services. Namely, when a user accesses the updated Bixby features to ask for music playback, Samsung devices will point that user toward Spotify, regardless of whether the user has signed in with an account or used the app before. Bixby will also offer up Spotify recommendations, such as new playlists, and the creation of custom playlists.