Spotify partners with GIPHY for animated in-app listening

Spotify has announced a new global partnership with GIPHY to let listeners access exclusive linked GIFs of their favourite artists and songs.

As part of the new collaboration, GIPHY users will be able to explore official artist pages on GIPHY, where they can then select verified GIFs and tap the ‘Listen on Spotify’ button to immediately access their catalogue on Spotify.

Initial artists to join the brand integration include The Kid LAROI, Doja Cat, The Weeknd, Nicki Minaj, Post Malone and Conan Gray, with more set to join in coming weeks.

The deal will also see Spotify and GIPHY continue to work with one another to create a more interactive cross-app experience, hinting at the prospect of a long-term partnership between the two.

“No matter how you pronounce it, GIFs are the ultimate visual metaphor,” a blog post from Spotify reads.

“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.”

See the integration in action via GIPHY.