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Spotify Wrapped 2021 mailout will include artist merch links


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Having announced a deal with ecommerce giant Shopify in October, Spotify is making a big push on merch sales through its service. That will include making use of one of its most heavyweight marketing promotions: its end-of-year Spotify Wrapped campaign. “This year, fans worldwide who see you as a top artist in their Wrapped experience will be emailed a link to your merch,” announced Spotify for Artists on Twitter in a series of posts addressed to musicians.

Bad news for Spotify’s previous (and still ongoing) merch partner Merchbar though: artists need to connect their Spotify for Artists account to Shopify to take advantage of the Wrapped plans. If they do that by 2 December, one item of merch will be promoted in the Wrapped mailouts later that month for anyone for whom they’re a top artist.


Written by: Stuart Dredge