Shazam is trying to do more than identify the song playing in the bar. Its next step toward that goal is adding more video.

The app that identifies a song after hearing a few seconds of it will now play a full music video and create a customized video channel for any song it identifies. In the past, the app has offered information about the song, including lyrics and links to outside music videos and ways to listen.

The addition of video playlists Thursday is part of an integration with the video tech company Vadio. Right now, a Shazam result prompts the user to open other apps, Apple Music and Spotify in particular. Videos linked to song results through Vadio will instead keep listeners in Shazam.

Vadio will source official music videos through its own deals with Warner Music Group and a few other providers.

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If the service can't find an official music video, it will search the internet and pull a lyric video, live performance or some other form of video. That ensures every song Shazam identifies and its following playlist has some sort of video component.

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Vadio video through Shazam.Credit: vadio

"YouTube is the largest music destination in the world, yet it's a short-term video website," Vadio CEO Bryce Clemmer told Mashable. "Shazam sees the value in delivering contextually relevant video to a global audience."

About 30 percent of Shazam's 120 million users have already been testing this kind of video in the app, Clemmer said. On Thursday, Vadio's functionality will begin to roll out to up to 50 percent of the app's users, with a full rollout following in the coming weeks.

Video playlists in Shazam.Credit: vadio

“We continually look for new ways to expand the way in which our users can discover music,” Shazam Chief Revenue Officer Greg Glenday said in a statement. “We want to give fans a great reason to spend more time with Shazam by giving them access to a rich and immersive music video experience. In turn, this creates new revenue opportunities for artists and, moreover, powerful ways of gaining exposure for brands.”

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Video playlists provide more opportunities for monetization, since ads will play when a video thumbnail opens and between tracks.

The addition of video playlists makes Shazam a bigger player in music streaming. So far, the video playlists have been keeping users in the app for an average of four minutes, Clemmer said. In the past, those same users might have identified a song on Shazam and then gone to YouTube to hear the rest and watch the music video.

Shazam adds this functionality as many players in the music industry are trying to compete as streaming platforms. Amazon Music Unlimited launched this week, and Pandora, iHeartRadio and Vevo all have new streaming services on the way.

This week, Shazam also announced iPhone users would be able to use Shazam to identify songs within iMessage.