Spotify partners with Giphy to liven up the listening experience with gifs

The humble gif is about to enter a new dimension thanks to a partnership between Spotify and Giphy to reach the ears of viewers with a new music feature.

Spotify-related artist gifs will bear the first fruits of the collaboration, allowing subscribers to better connect with their favorite artists and songs.

Artists such as Doja Cat, Nicki Minaj and Post Malone are among the first musicians to adopt this feature, allowing music lovers to discover new tracks on Giphy Verified Artist Pages.

To take advantage of the new feature, Giphy users only need to search for their favorite musician’s channel using their web or mobile platforms, from which they can click on the gif they want to see.

Participating gifs will then display a “Listen on Spotify” option which will take users directly to the equivalent Spotify artist page with one click.

In a blog post confirming the new feature, Spotify wrote, “No matter how you pronounce it, gifs are the ultimate visual metaphor. And now, thanks to a partnership with Spotify and Giphy, music can be part of the equation. We are teaming up with Giphy to activate new artist gifs related to Spotify. When users click the gif on verified Giphy artist pages, they will be taken directly to the featured artist’s Spotify page for a listening session.

Spotify and Giphy stress that this is not the end of their collaboration, both committing to work for a more interactive listening experience as part of a long-term partnership.

Unlike their low-tech roots, gifs have established themselves as a basic tool for marketers looking to grow their audience on social media.

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