Spotify partners with GIPHY: Spotify this morning announced a new partnership with the online GIF database GIPHY to enable the discovery of new music via GIFs. No, GIFs themselves won’t play song clips in case you’re wondering. Instead, there will be an option to click a button to be taken directly to Spotify to listen to artist’s music, via a series of new Spotify-linked GIFs. At launch, Doja Cat, The Weeknd, Post Malone, Nicki Minaj, The Kid Laroi, Conan Grey, and other artists will have Spotify-linked GIFs available on their official GIPHY profile page. More artists will be added over time.
The idea behind the new integration is to help users connect with Spotify Music from their daily communications, such as texts, group chats, and other places where GIFs are used. This is similar to Spotify’s existing integration with social media apps like Snapchat and Instagram, where users can share music via stories and messages. Essentially, it’s a user acquisition strategy that leverages online social activities – in this case, GIF sharing – as well as benefiting artists through the exposure they receive.
You can find new Spotify-affiliated GIFs on the artist’s page at GIPHY.com or through GIPHY’s mobile app. Supported GIFs will include a new “Listen on Spotify” button at the bottom that will appear alongside the GIF when it’s shared. When clicked, users are redirected from GIFs to the artist’s page on Spotify, where they can stream their music or browse through to find more songs they want to listen to.
Spotify says the feature is part of a broader partnership with GIPHY, which will later focus on bringing a more interactive listening experience to users.
The move to partner with GIPHY comes after the recent expansion of an existing partnership between Spotify and GIPHY’s parent company, Facebook. A few years after Google snatched GIPHY rival, Tenor, the social networking giant bought the popular GIF platform in a deal worth $400 million in 2020. Since then, Facebook has worked to better integrate GIPHY with its apps like Facebook and Instagram.
Earlier this year, Facebook and Spotify also worked on a new “Boombox” project that allows Facebook users to listen to music hosted on Spotify while browsing through the Facebook app. It’s powered by a “miniplayer” that allows anyone who comes across shared music to click to play the content while scrolling their feed.
Spotify says the new feature will be available to users from the pages of globally verified GIPHY artists.