Depop and Spotify want to turn streaming audiences into shoppers

Depop and Spotify announced an exclusive partnership on Monday, marrying the worlds of music and secondhand fashion through a collaboration with six artists: Eve, Amira Elfeky, Estevie, Frost Children, House of Protection and Lily Meola. The tie-up, first of its kind, debuted on Tuesday with the launch of an artist-curated Spotify playlist, followed by curated edits that arrived Wednesday on Depop.

"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, brand and creative at Depop, in a statement. "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."

On Thursday, both brands will host a two-day activation in Los Angeles featuring live performances and curated fashion edits to celebrate the partnership.

“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, 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.”

This is the first big marketing campaign of Depop since its ownership was fully transferred to eBay in July, after the e-commerce group paid Etsy 1.4 billion dollars in cash for the transaction, as FashionUnited previously reported.