Dating app Tinder is ramping up efforts to become a marketing platform for brands and has inked a partnership with Interscope Records’ electronic music artist Zedd to promote his new album.
Tinder users that swipe right on Zedd’s profile will receive a link to download his new album at a discounted price of $3.99 as opposed to the $7.99 price tag on iTunes or Google Play.
This is the first time Tinder is helping sell music through its platform, but the app has previously partnered with a number of marketers for promoting movies and other local events.
The developers have been experimenting with the app’s marketing prowess even though they recently revealed the paid version of Tinder that allows users to swipe in different locations and undo accidental left swipes.
Tinder isn’t exactly promoting ads of Zedd’s new album, it’s more of a partnership that allows marketers to create profiles in order to interact with users. Beer company Budweiser is still the only brand to have run ads on Tinder, with the roll out of its Whatever USA campaign last month.