Tinder is no longer just for sorting out your lovelife, the dating app will now help you to sort out your music taste too as it starts experiments with music download sales.
Dance musician Zedd has teamed up with Tinder to drive fans to download his album True Colors. He has a fake profile on the app that, when fans swipe right to approve it, takes users to a link to buy his True Colors album for $3.99 – half its price on other download stores.
According to Adweek, this isn’t a paid advert but is part of Tinder’s experiments into how it could be used officially to promote TV shows, films and music as well as other brands.
EDM star Zedd is the second musician to get involved in the experiments, after Jason Derulo was involved in an earlier test. In April, Derulo’s own profile appeared on Tinder and when fans swiped right they could watch the YouTube video for his Want To Want Me single.
Based on the Derulo experiment, this form of advertising could take off. More than 1.1million people had swiped right to watch the video in three days and 14 per cent of them – more than 150,000 people – tapped through to Apple’s iTunes Store where the single was being sold.
Zedd’s label will be hoping that he has a similar appeal to the young singles on Tinder and that it sparks a surge in sales for True Colors, which was released on May 21st.