Tom Calderone EXITS Spotify

Tom Calderone

Spotify Ltd. is parting ways with Tom Calderone, the head of original video and podcasts, after the music-streaming company’s initial round of programs failed to catch on with audiences.

According to Bloomberg, the online pioneer confirmed Calderone’s departure in an email Thursday. Spotify will focus its video efforts around Rap Caviar, the service’s most popular playlist, Rock This and other features, a spokesman said.

With the move, Spotify is narrowing its video ambitions. Calderone, the former head of cable network VH1, commissioned a dozen series from producers including Tim Robbins and Russell Simmons. He also oversaw podcasts, an area of growing importance at the world’s largest paid music service. Now the company is making clearer that it wants videos on the service to stay closer to the music industry.

While Spotify has known for some time it wants to offer more programming beyond music, the company has struggled to settle on a strategy.

Despite efforts, video never been featured prominently within Spotify, a source of frustration for many partners. No series has broken out.