Creativity Brand Strategy

Spotify teams with Giphy to animate the listening experience with gifs

By John Glenday | Reporter



Spotify article

July 23, 2021 | 3 min read

The humble gif is set to enter a new dimension courtesy of a partnership between Spotify and Giphy to reach the ears of viewers with a new music feature.

Spotify-linked artist gifs will bear the first fruits of the collaboration, enabling subscribers to better connect with their favorite artists and songs.

Artists including Doja Cat, Nicki Minaj and Post Malone are among the first musicians to embrace the feature, enabling music lovers to discover new tracks on verified Giphy artists pages.


Spotify teams with Giphy to animate the listening experience with gifs

To take advantage of the new feature, Giphy users need only search for their favored musician‘s channel using its web or mobile platforms, from where they will be able to click on the gif they would like to see.

Participating gifs will then display a ‘Listen on Spotify‘ option that will ferry users directly to the equivalent Spotify artists page with a click of a button.

In a blog post confirming the new functionality, Spotify wrote: “No matter how you pronounce it, gifs are the ultimate visual metaphor. And now, thanks to a partnership with Spotify and Giphy, music can be part of the equation. We’re teaming up with Giphy to enable new Spotify-linked artist gifs. When users click the gif on the verified Giphy artists’ pages, they’ll be taken directly to the featured artist’s Spotify page for a listening session.“

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Both Spotify and Giphy stress that this is not the end of their collaboration, with both pledging to work towards a more interactive listening experience in a long-term partnership.

Belying their low-tech roots, gifs have established themselves as a staple tool of marketers wishing to build social media audiences.

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