Spotify has partnered with Paramount as the official music and video partner for the 2026 MTV Video Music Awards (VMAs), which will air live on Sunday, September 27, on CBS and stream on Paramount+. This collaboration marks the first time Spotify and Paramount are working together on marketing and on-platform content for the VMAs. Spotify will offer fans access to exclusive VMA content directly through its platform, including select live performances, behind-the-scenes footage, and highlights from iconic moments over the past four decades.

As part of this partnership, Spotify has launched a dedicated VMAs destination on its app, featuring a curated collection of memorable VMA performances spanning 40 years. This archive includes legendary acts such as Madonna’s 1984 performance of “Like a Virgin,” Cardi B’s 2017 hit “Bodak Yellow,” and Nirvana’s 1992 rendition of “Lithium.” Fans can explore this content through the Spotify home page or by searching “VMAs,” providing an interactive way to experience the evolution of the awards show and its impact on music culture.

Paramount emphasizes that the VMAs have historically been a focal point of both music and cultural moments, and Spotify’s involvement extends the reach of the event beyond the traditional live broadcast. Lee Sears, president of international markets advertising sales at Paramount, explained that the partnership creates opportunities for fans to engage with the artists and performances that define the global music moment the VMAs represent. This collaboration reflects how audiences consume music today—primarily on mobile apps, desktops, and smart TVs—allowing fans to watch and listen to content whenever and wherever they want.

Leading up to the Sunday event, Spotify users can also enjoy additional curated content including an official VMAs video playlist, nominee highlights, a Nirvana Video Vanguard 2026 hub, and podcast episodes featuring nominees. Spotify, one of the world’s leading music streaming services that paid out over $11 billion to the music industry in 2025, has previously partnered with other major award shows such as the Soul Train Awards and Billboard Music Awards. This latest venture with Paramount and the VMAs showcases Spotify’s continued evolution into a platform where music videos and cultural moments coexist alongside audio streaming.