Spotify, the US$16 billion music streaming giant, is extending its merchandise partnership to allow artists to sell makeup and other products.
The new service is the latest expansion of Spotify’s partnership with Merchbar, its current merchandise partner, which will offer music fans the opportunity to “shop the look” of their favorite artists through Spotify, TechCrunch reports.
Spotify will not earn direct revenue from the partnership.
Merchbar will work with popular makeup artist Pat McGrath and musician Maggie Lindemann. McGrath will kick off the partnership by releasing a makeup collection that will be sold on Lindemann’s artist page.
It is the first time Spotify will sell products outside of traditional music-related merchandise like band tees and posters through its Merchbar retail platform, according to TechCrunch.
“In this digitally-empowered, digital era of makeup, where fans crave instant glamor gratification, I always want to reach fans where they’re most engaged,” McGrath said in a statement. “That’s why this relationship with Spotify is absolutely major, because it merges beauty and music in a whole new way, that’s never been done before. I’m thrilled to see it finally come to life.”
The collection will be released with Lindemann’s new single, Obsessed, on Nov. 17, and will feature lipsticks starting from US$21 to face palettes that cost about US$125, the report said.
“In partnering with Pat McGrath to offer beauty products in this innovative new way, she will be connecting directly with her fans in the place where they go to enjoy her music already on Spotify,” said Jordan Gremli, Spotify’s head of artist and fan development.
TechCrunch notes that the move is not a new revenue stream for Spotify, in the same way that the company in 2014 introduced the scheme that allows artists to sell merchandise on their profile pages without any commission fee.
Hotly tipped to launch an initial public offering later this year or early in 2018, Spotify now boasts over 60 million paying users, and over 140 million users overall.
Expanding to merchandise and beauty products is just one example of broadened horizons for the Swedish music giant. Not only does it translates into a growing user base; it also boosts the company’s ambitions to become the world’s “third largest advertiser behind Google and Facebook”.
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