Music is no longer just an auditory experience. With videos, tutorials, and even entire museums dedicated to pop stars, it’s clear that listeners want to do more than just listen to a song. For music-streaming service Spotify, that means providing users with full access to not only their favorite artists’ music, but also those artists’ looks.

Spotify previously partnered with the Merchbar app to accent artist pages with a “Merch” tab, situated directly beneath the Songs tab. Now, users who browse the Merch section can buy not only apparel and novelty items, but also makeup inspired by the artist in question. To start, makeup maven Pat McGrath paired up with up-and-coming musician Maggie Lindemann to release a line of cosmetics inspired by Lindemann’s latest single.

McGrath, who birthed her eponymous label digitally, boasts 1.6 million followers on Instagram and has been known to use social media to build buzz around her latest products. Meanwhile, Lindemann consistently woos her 2.6 million followers with selfies, singles, and signature makeup looks.

Marketing the beauty products gives Spotify a chance to test out its increasingly sophisticated audience targeting, most recently exemplified by the curated playlist function, which strategically tapped into demand for Stranger Things content. The curated experience offered to Spotify’s 140 million active users (60 million of whom are paying subscribers) sets the platform apart from the many brands struggling to personalize content based on captured data.

While this pairing of music and makeup will not serve as a new stream of revenue for Spotify, the chance to garner additional sales gives artists an added incentive to stream their music on the platform. In the past, artists have complained about the struggle of making money on Spotify, as royalties from streaming on the app add up to quite a small number, even for the most popular artists. The ability to sell a wide spectrum of products on the platform could change their tune.

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