Spotify partners with GIPHY to connect users with artists’ music via GIFs –

▤ Summary

At launch, artists including Doja Cat, The Weeknd, Post Malone, Nicki Minaj, The Kid LAROI, Conan Gray, and others will have Spotify-linked GIFs available on their official GIPHY profile page. The idea behind the new integration is to help connect users with Spotify music from their everyday communications, like texts, group chats, and other places where GIFs are used. This is similar to Spotify’s existing integrations with social media 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. The social networking giant bought the popular GIF platform in a deal worth a reported $400 million back in 2020, a couple years after Google snatched up GIPHY rival, Tenor.

▦ Linked Companies

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$1M to $5M