Spotify introduced this morning a new partnership with online GIF database GIPHY to enable discovery of new music by means of GIFs. No, the GIFs themselves gained’t play track clips, if that’s what you’re considering. As a substitute, by means of a sequence of new Spotify-linked GIFs, there will probably be an option to click a button to be taken to Spotify immediately to hear the artist’s music. At launch, artists together with Doja Cat, The Weeknd, Post Malone, Nicki Minaj, The Kid LAROI, Conan Gray, and others could have Spotify-linked GIFs accessible on their official GIPHY profile web page. Extra artists will probably be added over time.
The concept behind the new integration is to assist connect users with Spotify music from their on a regular basis communications, like texts, group chats, and different locations the place GIFs are used. That is comparable to Spotify’s present integrations with social media apps like Snapchat and Instagram, the place users can share music by means of the Tales and messages they publish. Basically, it’s a person acquisition strategy that leverages online social actions — on this case, sharing GIFs — whereas additionally benefiting the artists by means of the publicity they obtain.
You will discover the new Spotify-linked GIFs on the artist’s web page on GIPHY.com or by means of GIPHY’s mobile app. The supported GIFs will embody a new “Hear on Spotify” button on the backside which can seem alongside the GIF when it’s shared. When clicked, users are redirected from the GIF to the artist’s web page on Spotify the place they'll stream their music or browse to uncover extra songs they need to hear.
Spotify says the feature is a part of a broader partnership it has with GIPHY, which can later focus on bringing a extra interactive listening expertise to users.
The transfer to companion with GIPHY follows a current growth of the present partnership between Spotify and GIPHY’s mum or dad firm, Fb. The social networking large purchased the favored GIF platform in a deal worth a reported $400 million again in 2020, a pair years after Google snatched up GIPHY rival, Tenor. Since then, Fb has labored to higher combine GIPHY with its apps, like Facebook and Instagram.
Earlier this 12 months, Fb and Spotify had additionally teamed up on a new “Boombox” project that enables Fb users to pay attention to music hosted on Spotify whereas looking by means of the Fb app. That is powered by a “miniplayer” that enables anybody who comes throughout the shared music to click to play the content material whereas they scroll their feed.
Spotify says the new feature will probably be accessible to users globally from verified GIPHY artists’ pages.
Source : TechCrunch