TORONTO – E-commerce giant Shopify Inc. is teaming up with streaming giant Spotify in a partnership 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-based audio streaming service that brings its digital retail tools to Spotify’s artist pages, allowing musicians to showcase a range of products alongside 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,” which the company says will present musicians with an array of new options that will give them greater control over how their online store merchandise. are 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, wall decorations, and short-term shirts.
These tools could prove particularly useful when musicians are looking to capitalize on the TikTok era when one of their songs can generate massive short-term interest.
Shopify claims thousands of musicians are already using 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 showcase their subscription ecommerce services. to a larger designer market.
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 crippled tours.
Some musicians have used their name to launch products beyond their music. For example, Pharrell recently launched Humanrace, an all-genre skincare line, while Drake sells luxury candles through his company Better World Fragrance House.
“For many fans, Spotify is the primary medium through which they interact with an artist’s music, and we’re excited to give artists a new way to capitalize on this moment,” Camille Hearst, Head of Spotify said Wednesday. for Artists, in a press release.
“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 their Spotify listeners’ data. From there, they can choose which products to showcase.
Shopify says the option is available to artists worldwide, but the merchandise will only appear to listeners in Canada, Australia, New Zealand, US, and UK for the moment.
Companies in this story: (TSX: SHOP)
This report by The Canadian Press was first published on October 20, 2021.
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