Spotify and Giphy have partnered to make GIFs sing—literally. Now, when clicking the GIF of a verified artist, you’ll be redirected to their Spotify page for a music streaming session.
Inaugural performers include Doja Cat, The Weeknd, Post Malone, Nicki Minaj, The Kid LAROI, and Conan Gray, with more names to come. Either tap on the participating GIF, or click the “Listen to … on Spotify” link for access to their music library.
Folks worldwide can find the feature on blue check-marked artists’ Giphy pages via Giphy.com or the platform’s mobile apps. When searching on a computer, you’ll be prompted to open the Spotify desktop app if you have it installed. Otherwise, the audio streaming service will launch directly in the browser. Mobile users will automatically be diverted to the Android or iOS app.
The idea behind this partnership is to connect people with artists through social media, texts, or wherever you share GIFs. It’s similar to Spotify’s previous ventures with Snapchat and Instagram, allowing users to broadcast music through Stories and posts. This collaboration—part of a broader partnership to unleash more interactive listening, according to TechCrunch—follows an expansion of the existing relationship between Spotify and Giphy parent company Facebook, which acquired the popular GIF publishing site last year.
