Spotify and Depop team up to connect music, fashion and artist discovery
Spotify and Depop are bringing music and fashion together through artist-curated shops, exclusive playlists and a new Los Angeles pop-up.
Music discovery is becoming about more than pressing play.
Spotify and Depop have teamed up on a new partnership that connects artists’ music with secondhand fashion. The collaboration gives fans new ways to discover music, explore fashion and get closer to the artists behind the songs.
The partnership launched with six artist-curated Depop shops from Eve, Amira Elfeky, Estevie, Frost Children, House of Protection and Lily Meola. Each artist has selected pieces from their own wardrobe, giving fans the chance to explore the clothes and styles that influence their creative identity.
The shops are being supported by a Spotify playlist, artist content and a two-day pop-up experience in Los Angeles.
For independent artists, it’s another sign that building an audience can mean creating a world around your music rather than relying on the music itself to do all the work.
Spotify and Depop bring music and fashion together
The new partnership is designed to connect two forms of cultural discovery: what people listen to and what they wear.
On Spotify, fans can find a co-branded editorial playlist, artist content and in-app experiences highlighting different music scenes.
Over on Depop, shoppers can explore the six artists’ personal storefronts and discover collections inspired by their wardrobes and music cultures.
The six artists involved cover a range of genres, giving the partnership a deliberately varied feel rather than tying it to one particular scene.
Spotify says the artist shops and playlists are intended to let fans trace the connection between what artists wear, what they listen to and how they create.
That idea is becoming increasingly relevant as artists build identities that stretch well beyond their recorded music. An artist’s visual identity, fashion, influences and lifestyle can all become part of the reason a listener connects with them.
Six artists get their own Depop shops
The centrepiece of the partnership is a collection of six artist-curated Depop storefronts. Eve, Amira Elfeky, Estevie, Frost Children, House of Protection and Lily Meola have each selected pieces from their own wardrobes. Fans can browse those collections on Depop while discovering the artists’ music through Spotify.
The partnership also includes a two-day activation at the Hollywood Premiere Motel in Los Angeles, featuring live performances, fashion edits and interactive, genre-inspired closets.
It’s a fairly elaborate campaign, but the underlying idea is simple: give fans more ways to interact with the culture surrounding an artist.
And this isn’t Depop’s first move into music.
Earlier this year, the platform partnered with Kacey Musgraves on a shop featuring pieces from the singer’s personal wardrobe, including clothing worn in her music video, tours and appearances. Depop has also worked with Zara Larsson and partnered with Governors Ball, where it created music genre-inspired fashion edits.
The Spotify partnership therefore looks less like a one-off experiment and more like part of Depop’s growing focus on the intersection of music, fashion and culture.
What can independent artists learn from Spotify and Depop?
The partnership might be aimed at major campaigns and established artists, but there are a few ideas independent musicians can take from it.
Look beyond traditional music spaces: Your potential audience isn’t necessarily only looking for new music on Spotify. Think about the communities, interests and platforms that naturally overlap with your sound and identity.
Give people more ways to discover you: A song might be the starting point, but playlists, videos, live performances, artwork, fashion and behind-the-scenes content can all introduce people to your project.
Think about what makes you recognisable: The six artists in this campaign aren’t just being promoted through their songs. Their personal style is part of the story. Independent artists can apply the same thinking on a smaller scale by developing visual and creative elements that feel authentic to their music.
The key isn’t to try to recreate a Spotify and Depop campaign. It’s to think about how many different doors you’re giving people into your music.
And as always, you can’t control where someone discovers you, but you can make sure your music is there when they do. With RouteNote, you can distribute your releases to Spotify, Apple Music and other platforms worldwide for free, giving potential fans more opportunities to listen.