Spotify has announced that it's going to be running its first ever music video - a promotional clip for Jimi Hendrix's record company's latest round of grave-robbing - the Valleys of Neptune album, which has been compiled from some of the last sessions he recorded before he died.
It'll be appearing on the home page for users of Spotify's free service for a limited time, and depicts an imaginary performance on Glastonbury's Pyramid stage for the legendary guitarist. The song performed is a cover of blues classic Bleeding Heart. The video was directed by Julien Temple.
As it's technically an advert, Spotify Premium subscribers won't see it. Instead, they get priority access to the album itself from 4 March. The album includes tracks recorded at various studios before his death, while he was working on the posthumously-released First Rays of the Rising Sun.
Spotify has shown on a number of occasions now that it has the facilities to serve up music videos in the same way that it serves audio. We wouldn't be entirely surprised if the company makes a future move into that market, but for now their hands seem to be full with the much-promised US launch.