Spotify is opening up its Canvas feature to more artists, the company announced this morning, which means you’ll see a lot more of those looping videos on the app starting soon. The feature has been in limited testing before today with select artists. When available, you don’t just see the album artwork behind the player controls — you see a moving, visual experience that plays in a short loop.

So far, Canvas has had mixed reviews from Spotify users. Some find the looping imagery distracting, while others simply prefer seeing the album art. Some people seem to like the feature. But others only like it with certain content and artists.

The challenge is in designing a video loop that works well. That means it shouldn’t be an attempt to try to lip sync to a part of a song. It shouldn’t include intense flashing graphics or text, nor should it distract people from being able to see the player controls and track information.

Spotify also suggests trying to tell a full story in the loop rather than just drastically trimming a music video down to the time allotted (three to eight-second clips). Other recommended Canvas experiences are those that help develop the artists’ persona across their profile and tracks, or those that are updated frequently. Billie Eilish, for example, uses the feature to share animated versions of fan art.

Since launching, Canvas has been seen by millions of users, Spotify says. But the company seems to acknowledge the impact varies, based on how the Canvas is designed. When it works, it can “significantly increase” track streams, shares and artists page visits. But Spotify didn’t say what happens when the feature fails to engage fans.

However, based on social media discussions about the feature and how-to guides detailing how to turn the thing off, it would seem that some users choose to opt out of the experience entirely.

Today, Spotify says Canvas will no longer be limited to select artists, as it’s opening more broadly to artists in an expanded beta. With the beta, Spotify hopes artists will treat Canvas as a critical part of their release strategy, and will continue to use it across their catalog.

“It’s a way to get noticed and build a vision — and an excellent way to share more of who you are with your listeners, hopefully turning them into fans,” the company writes in an announcement. “The goal is for you to have richer ways to express yourself and to allow listeners to engage with you and your music even more deeply. We’re continuing to work on additional features, as well as more tools and metrics to help you better understand how your art is reaching your audience,” the company says.

It’s hard not to comment on the timing of this launch. At the end of September, Google announced that YouTube Music would not be preinstalled on new Android devices, taking the place of Google Play Music. With YouTube Music, streamers gain access to a visually immersive experience where they can watch the music videos, not just listen to the audio, if they prefer.

Spotify, however, has traditionally been a place to listen — not to watch. That’s not to say there aren’t music videos on Spotify, they’re just not well-highlighted by the app nor a core part of the Spotify experience.

The company says it’s now sending artists their invites to join the beta. Those who haven’t received the invite can instead make a request to be added here.