TORONTO — E-commerce giant Shopify Inc. is joining forces with streaming giant Spotify in a partnership designed to give musicians more control over their virtual merchandise tables on the music platform.
The Ottawa-based company has struck a deal with the popular subscription audio streaming service that is bringing its digital retail tools to Spotify’s artist pages, allowing musicians to showcase a range of products alongside of their latest singles and albums.
Shopify’s services will be an alternative to Spotify’s existing relationship with Merchbar, a more traditional online merchandise platform that largely specializes in selling vinyl records and branded clothing.
What Shopify will offer is an “all-in-one commerce platform”, according to the company, which will present musicians with an array of new options that will give them greater control over how their online store‘s merchandise is sold. created and presented to fans.
They can use Shopify’s various digital solutions to create new merchandise on the fly with “print-on-demand” options that can transform items like coffee mugs, murals, and short-run shirts.
These tools could prove particularly useful as musicians look to capitalize on the TikTok era when one of their songs may generate massive short-term interest.
Shopify says thousands of musicians already use its services on their websites and to sell items through other social media platforms, including Facebook and Instagram, but it believes the Spotify deal will introduce their subscription-based e-commerce services. to a broader market of creators.
Merchandise sales have become a lucrative part of the music industry in recent years as album sales have declined and the COVID-19 pandemic has halted touring.
Some musicians have used their name to market products beyond their music. For example, Pharrell recently launched Humanrace, a skincare line for all genders, while Drake sells luxury candles through his company Better World Fragrance House.
“For many fans, Spotify is the primary way to interact with an artist’s music, and we’re excited to give artists a new way to capitalize on that moment,” said Camille Hearst, head of Spotify for Artists, in a statement.
“We want to provide artists with as many resources as possible to help turn listeners into fans, fans into superfans, and ultimately help artists earn more.”
Musicians can link their Shopify online stores to their Spotify for Artists accounts, the digital hub where they manage data about their Spotify listeners. From there, they can choose which products to showcase.
Shopify says the option is available to artists around the world, but the merchandise will only appear to listeners in Canada, Australia, New Zealand, the United States and the Kingdom for now. -United.
Companies in this story: (TSX:SHOP)
This report from The Canadian Press was first published on October 20, 2021.
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