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WILL VIDEO KILL THE SPOTIFY STAR?

Not content to battle it out with Apple Music, Spotify has decided to take on mighty YouTube, as the Ek-men unveiled a new video feature at a presentation this morning in NYC. It was streamed, of course.

Daniel Ek says the update makes the service "more accessible, personal and usable than anything in music."

During a demo, VP of Design and User Experience Rochelle King demoed a carousel of playlists that will be tailored to particular members, including clips from Vice News, Comedy Central and Nerdist News, CNET reports.

Adding video could encourage people to spend more time using Spotify and, in the process, generate more advertising revenue, the story notes. That could help the company keep a tier that's free for you. But it also means that Spotify's premium service will become more complicated for mainstream consumers to understand.

The move also repositions Spotify as it prepares to fend off Jay Z's Tidal, which offers exclusive music videos. 

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