Spotifywith the online GIF database GIPHY to enable new music discovery through GIFs this morning. No, the GIFs themselves won’t play song clips if that’s what you think. Instead, through a series of new Spotify-linked GIFs, there will be an option to click a button to be taken to . At launch, artists including , The Weeknd, Post Malone, Nicki Minaj, The Kid LAROI, Conan Gray, and others will have Spotify-linked GIFs on their official GIPHY profile page. More artists will be added over time.
The idea behind the new integration is to help connect users with Spotify music from everyday communications, like texts, group chats, and other places where GIFs are used. This is similar to Spotify’s existing integrations with apps like Snapchat and Instagram, where users can share music through the Stories and messages they post. Essentially, it’s a user acquisition strategy that leverages online social activities — in this case, sharing GIFs — while also benefiting the artists through the exposure they receive.
You can find the new Spotify-linked GIFs on the artist’s page on GIPHY.com or through GIPHY’s. The supported GIFs will include a new “Listen on Spotify” button at the bottom, which will . When clicked, users are redirected from the GIF to the artist’s page on Spotify, where they can or browse to discover more songs they want to hear. We understand GIPHY collaborated with the artists to to its platform rather than the artists’ labels.
Spotify says the feature is part of a broader partnership with GIPHY, which will later focus on bringing users a more interactive listening. The a recent expansion of the existing partnership between Spotify and GIPHY’s parent company, Facebook. The social networking giant bought the popular GIF platform in a deal worth a reported $400 million in 2020, a couple of snatched up GIPHY rival Tenor. Since then, , like Facebook and Instagram.
Earlier this, Facebook and Spotify had also teamed up on a new “Boombox” project that allows Facebook users to listen to music hosted on Spotify while browsing the Facebook app. This is powered by a “mini player” that allows anyone who comes across the shared music to click to play the content while they scroll their feed. Despite Spotify and Facebook’s ties, GIPHY notes it explored its partnership with Spotify as a standalone opportunity, separate from Facebook. As their relationship continues, the company to make the user experience even more interactive. Spotify globally from verified GIPHY artists’ pages.