The biggest subscription music service has hooked up with the most prominent mobile dating service, but Spotify and Tinder are hoping for more than a one-night stand.
The two companies have partnered to make Spotify one of the signals helping Tinder users decide whether to swipe right or left on potential matches.
“Now you can broadcast your Anthem from your profile, display and listen to your top artists from Spotify, and swipe to see who shares your taste in music,” explained Tinder in an announcement this afternoon.
This is less about promoting Spotify than it is about using Spotify’s data as part of Tinder’s matching algorithm. That said, with Spotify tracks now playable from within people’s Tinder profiles, it’s a useful boost for the streaming service’s mainstream visibility.
Tinder users will be encouraged to search Spotify to find their current favourite track – their “anthem” – and add it to their profile. People can also display their favourite artist in their profile. The deal will apply in all 59 countries where Spotify is available.
Spotify is no newcomer to the world of dating, nor is Tinder a stranger to the world of music. In June, Spotify struck a deal with Bumble, which pitches itself as a more female-friendly rival to Tinder, with a similar focus on people putting music in their dating profiles.
In June 2015, meanwhile, Spotify worked with a dating app called Happn to allow its users to send one another songs while flirting. In the days when Spotify had third-party apps as part of its desktop software, apps like Tastebuds and Fellody used its data to match people.
As for Tinder and music, the dating app – which recent estimates suggest has more than 50 million active users – worked with artist Jason Derulo to launch a new song in April 2015, and then worked with EDM star Zedd to sell his latest album from his Tinder profile a month later.