Tinder inks deal with Zedd for new album

Dating app Tinder has entered a marketing partnership with Zedd, in the wake of the release of his sophomore album True Colors (released May 15).

The unlikely partnership will see Tinder offer an exclusive sale price of the German DJ’s album. Tinder users will be able to purchase the album as a digital download for $3.99.

This is not the first time the dating app has entered into the music business. In February, Tinder launched a deal with Warner artist Jason Derulo to promote his music video to his track, Want You To Want Me.

The partnership with Zedd will take on a similar concept to Derulo’s marketing campaign. Users will come across a profile of the artist, introducing them as a regular user. A ‘swipe right’ will bring up a page to their promoted product. In the case of Zedd, users will be sent to a link to purchase his new album, as well as being automatically entered to win Zedd merchandise. The profile will be pushed mainly towards Tinder’s network of US users.

The campaign was highly successful for Jason Derulo, whose profile generated over 1.1 million right swipes over a period of three days. The campaign pushed Derulo’s track to into the US Top 40. In Australia, Want You To Want Me has peaked at #4 on the ARIA charts.

On the marketing campaign, Derulo commented that he wanted a unique way to launch his video.

“I know my fans are tapped into social networking, so what better way to launch my video?” he said.

Earlier this month, Hilary Duff’s new music video for Sparks incited widespread speculation that the video was a promotion of Tinder. The video follows Duff’s quest for love via the app, showing real life footage of her promoting Tinder to various press outlets, as well as going on Tinder dates.

Social media websites are increasingly aligning with the music industry. Popular mobile app Snapchat announced yesterday that it had partnered with electronic musician Goldroom to release four music videos on the platform. Snapchat also had input on the video production, shooting the scenes vertically in a bid to be more mobile-friendly.

“Snapchat is not only becoming the best way to interact with my fan base, but their dedication to the arts stands out from other media companies,” said Goldroom.