Shopify is partnering with Spotify to bring musicians new ways to sell merchandise
E-commerce giant Shopify Inc. is partnering with streaming giant Spotify to give musicians more control over their virtual merchandise tables on the music platform.
The Ottawa-based company has reached an agreement with the popular subscription audio streaming service, which will feature its retail digital tools on Spotify’s artist pages, allowing musicians to showcase a line 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 primarily specializes in selling records and branded clothing.
What Shopify will offer is an “all-in-one commerce platform” that will give musicians a number of new options that will give them more control over how goods from their online store are created and displayed to fans.
You can take advantage of Shopify’s various digital solutions to quickly create new merchandise with “print-on-demand” options that can turn over items such as coffee mugs, murals and shirts at short notice.
These tools could prove particularly useful as musicians seek to capitalize on the TikTok era when one of their songs can generate massive interest in the short term.
Shopify says thousands of musicians already use its services on their websites and sell items on other social media platforms, including Facebook and Instagram, but it believes the Spotify deal will bring their subscription-based ecommerce services to a larger market Will make it accessible to creators.
Merchandise sales have become a lucrative part of the music industry in recent years as album sales declined and the COVID-19 pandemic brought touring to a standstill.
Some musicians have used their names to bring products to market that go beyond their music. For example, Pharrell recently launched Humanrace, a line of skincare products for all genders, while Drake sells luxury candles through its Better World Fragrance House company.
“For many fans, Spotify is the most important way to interact with an artist’s music, and we’re excited to offer artists a new way to seize this moment,” said Camille Hearst, Head of Spotify for Artists, in a Wednesday Explanation.
“We want to give artists as many resources as possible to turn listeners into fans, fans into superfans, and ultimately to help artists make more.”
Musicians can link their Shopify online stores to their Spotify for Artists accounts, the digital hub where they manage their Spotify listener data. From there you can choose which products you want to present.
Shopify says the option is available to artists around the world, but for now, merchandise will only be shown to listeners in Canada, Australia, New Zealand, the United States, and the United Kingdom.
This report from The Canadian Press was first published on October 20, 2021.