Spotify Landmark which will feature significant moments in music history, and is built along the lines of Behind The Music.
The first episode is "The Real Story of Nirvana's In Utero," and it debuts on the 20th anniversary of the album and a week before the album's deluxe reissue. The audio-only program features lots of behind the scenes stories from Nirvana bassist Krist Novoselic, producer Steve Albini, Curt Kirkwood from The Meat Puppets (who toured with the band), and comedian Bobcat Goldthwait (who opened for the band).
The site doesn't require membership, but it does require that you sign in to Spotify to hear it. It launches the series of smaller clips that play sequentially.
One of the things that both smaller cable channels and Netflix discovered is that they can compete with the big guys if they have compelling original programming. Landmark probably won't cause a major shift to Spotify, but it's a start in their fight against Apple.