Spotify launches feature that links music GIFs to artist pages on Giphy

Spotify and Giphy entered into a partnership this Thursday (22/07) to launch a new feature. It will allow users to share musical GIFs, such as music videos, with a link to the song on Spotify. You can find the artist's GIF in the app's database and have access to a button that redirects you to their page on the music app to listen to it.

Among the musicians with official pages on both platforms are Doja Cat, The Weeknd, Post Malone, Nicki Minaj and Conan Gray. The streaming service promises to include new artists soon. The new feature is available to users all over the world and can be seen on any artist profile verified on Giphy — both on the mobile and desktop versions.

American musician Post Malone's official Giphy page is now integrated with Spotify

With the integration with Giphy, Spotify hopes to include GIFs with music in users' daily lives in text apps and group chats. The idea is to achieve a dynamic similar to Instagram, where users can share music through Stories or Reels. Ultimately, it is also about attracting users to Spotify, increasing the power of streaming influence on other networks, and monetizing GIF views for artists, who take advantage of the exposure to launch marketing campaigns and sell their latest albums or singles.

Spotify has not previously partnered with Giphy, but has partnered with Facebook, which owns the GIF platform, on other occasions. since last year. On the last occasion, the two companies began working on a project called Boombox, which will integrate the two apps and provide users with a mini player to listen to Spotify music or podcasts on the social network.

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