Spotify has made tentative steps into the world of music videos, with an exclusive video of Jimi Hendrix's previously unreleased cover of Bleeding Heart.
Driected by Julien Temple – he of Glastonbury fame – the video is taken from a Hendrix performance comped on to footage of Glastonbury's Pyramid Stage.
The video is a precursor to a live album which will be released 4 March and exclusively to Spotify Premium users.
This is the first time Spotify has dabbled in video content, but we have a sneaking suspicion it won't be the last.
The real story here, though, is the video is a taster of what to expect from the live album, available just to premium subscribers.
Expect to see more of these Spotify Premium exclusives – as this is one way Spotify will drag its 'free' audience into its subscription model.
This story has been updated.