Jellysmack is bringing channels like VINwiki to Spotify’s 500 million global users

After establishing itself in the audio world, Spotify has developed a range of products that appeal to creators in the online video world. Those products are about to get an influx of new users thanks to a deal between Spotify and Jellysmack.

Jellysmack works with creators across the social media landscape, and a selection of those partners will now upload weekly video episodes on Spotify. One creator featured on the platform will be Ed Bolian, the host of the VINwiki channel.

“Car enthusiasts are everywhere, which is why I’m thrilled to bring my video content to the Spotify platform with Jellysmack to reach even more fans,” Bolian said in a statement. “This is a major step for the VINwiki brand and creators as a whole—Spotify has introduced a new opportunity for massive growth, monetization, and success. I’m ready to enjoy the ride.”

Many of Spotify’s growth and monetization opportunities are centered around its redesigned Spotify for Podcasters hub, which was revealed during a presentation called Stream On last month. At the same event, Spotify announced a host of new podcasting deals with creators like Markiplier and Drew Afualo.

The Jellysmack deal will deepen Spotify’s ties within the creator community. Spotify Head of U.S. Content Partnerships Bryan Thoensen — a veteran of TikTok and Hulu — said that the agreement will bring some of Jellysmack’s “top-performing creators” to Spotify.

In addition to Bolian, Jellysmack’s Spotify contingent will include several creators who are active in the true crime category, including Audit the Audit, Christina Randall, Brooke Makenna, and Jessica Kent. There is already a thriving true crime community on Spotify, where programs like Crike Junkie typically rank among the most-streamed podcasts.

Jellysmack is known for working with creators to help them expand across multiple platforms. The partners who will upload on Spotify will be able to reach the 500 million global users who spend time on the audio-focused hub. Another recent deal helped Jellysmack clients break into the free ad-supported TV (FAST) format by bringing their content to Roku devices.