Swedish audio streaming giant Spotify and Canadian e-commerce firm Shopify have joined forces for a new partnership that will enable artists to showcase their merch and sell select products directly on the streaming platform. The announcement comes several months after Spotify’s chief content and advertising business officer Dawn Ostroff claimed that tens of thousands of artists on the platform are already showcasing concert tickets and merch on the platform to reach a wider audience beyond their core fanbase.

At Spotify's 'Stream On' event in February 2021, Ostroff also said that the company would explore ways to power that revenue stream in the near future. The latest announcement is the first step towards that plan and will enable artists to earn extra income from the platform in addition to their royalties from streaming. The scheme is also expected to add an additional and sustainable revenue stream for Spotify at a time when competition with Apple Music for new subscribers is reaching a crescendo.

Related: How To Transfer Spotify Playlists To Apple Music

As part of the new scheme, artists will be able to not only link the two platforms but also list at least three items from their Shopify stores directly on their Spotify profiles. Currently, the feature is available in only a handful of countries, including the US, the UK, Canada, Australia and New Zealand. There's no word on when (or if) Spotify will forge similar partnerships with other shopping platforms in other regions around the globe. As for the Shopify integration, artists signing up for the first time will get a 90-day free trial of the service as part of the deal.

An Additional Revenue Stream For Artists

Spotify Adds Artist Merch Stores In Partnership With Shopify 2

In a press statement announcing the deal with Shopify, Camille Hearst, head of Spotify for Artists, said that the partnership between the two companies will offer artists a new way to let their fans interact with their music. She added that it would also help them find additional revenue streams and gain more control over their brand.

The Shopify integration is the latest new feature added to the music streaming platform in recent months. One of the most notable new features introduced by the company this year is Spotify Blend, which enables two users to merge their music into one combined playlist. The company's bizarre 'Car Thing' infotainment device is also getting close to launch, with all users in the United States now eligible to join the waitlist.

Next: How To Use Spotify Blend (And Why You Should)

Source: Shopify