Depop and Spotify are teaming up on a new partnership, the companies announced on Tuesday.
Connecting the worlds of music and secondhand fashion, Depop and Spotify are celebrating the next generation of artists, style and culture discovery.
“This partnership brings together two brands that are deeply embedded in culture and united by a shared belief in the power of creativity and self-expression,” said Steve Dool, senior director of brand and creative at Depop, in a statement shared first with WWD. “Fashion and music have always gone hand in hand, with communities shaping what’s next through their individual style and taste. Together with Spotify, we’re creating new ways for our community to discover artists, explore personal style and connect through the cultural moments that inspire them.”
As part of the partnership, the companies have collaborated on experiences across their respective platforms.
On Spotify, users can find a co-branded editorial-curated playlist, artist content and in-app experiences to spotlight a variety of music scenes. On Depop, shoppers can browse artist storefronts and explore collections curated by a series of music cultures — and discover new artists while seeking out fashion finds.
The official Depop playlist on Spotify.
The two companies selected six artists — Eve, Amira Elfeky, Estevie, Frost Children, House of Protection and Lily Meola — across a range of music genres to curate a personal collection of pieces from their wardrobe to shop the looks behind the music and discover their latest music on the Spotify playlists.
“We’re excited to spotlight six incredible artists through this partnership with Depop. We hope to give fans a deeper look at the styles and sounds that shape their perspective as artists,” said Matt Luhks, senior director of global marketing at Spotify. “Many of the artists contributed to an exclusive playlist on Spotify, which is an audio companion to their Depop closets. It lets fans trace the thread between what these artists wear, what they listen to and how they create.”
To celebrate the launch across platforms, the artist-curated Spotify playlist will be unveiled on Tuesday and the six artist-curated storefronts will launch Wednesday. On Thursday and Friday, Depop and Spotify are hosting a two-day activation at the Hollywood Premiere Motel on Hollywood Boulevard — transforming the motel into an immersive consumer experience with live performances, exploration of genre-inspired closets, fashion edits and more.
This is a continuation of Depop partnerships within the music space including Kacey Musgraves, Zara Larsson, GovBall and the upcoming women-led music festival, the Olivia Rodrigo-founded Daisy Chain Fields. Depop was also recently acquired by eBay for $1.2 billion, a deal that was completed on July 30.
