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Technology Brand Strategy Music Streaming

Tinder gets even closer to Spotify with Music Mode partnership

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By John Glenday | Reporter

December 9, 2021 | 3 min read

Tinder has taken its love affair with Spotify to the next stage with a closer partnership designed to improve the mood music for lonely singletons this Christmas.

Tinder

Tinder swipes right on Spotify with Music Mode partnership

Music Mode is billed as the biggest update to Tinder since the development of the Swipe feature, and transposes the selection mechanism from love to music interests by permitting favored tunes to be embedded in your dating profile.

Following the adage that first impressions count, the service enables members to pair their Spotify accounts to add an Anthem to their Tinder profile, ensuring that subsequent visitors will have their ears accosted by Eye of the Tiger or You Sexy Thing.

Intended to pair partners with similar musical tastes, the functionality builds on research indicating that 84% of singletons prefer to date people who share their taste in music.

It is also positioned as a more natural form of dating where couples would traditionally bond over shared interests following chance encounters in the real world.

Kyle Miller, vice-president of product innovation at Tinder, said: “Now with Music Mode, our members can experience that feeling when you’re at a party and you find out someone else loves the same songs you do. It’s amazing how adding music as another element of discovery elevates the whole experience on Tinder. Songs are deeply personal, and Music Mode is a place to spark something new through music.”

Tinder estimates that 40% of gen Z members have already added an Anthem to their profile, with those who take the plunge enjoying a 10% uptick in matches.

Music Mode will roll out across all markets over the coming weeks.

Tinder and Spotify have history, coming together last September to facilitate custom dating playlists.

Technology Brand Strategy Music Streaming

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