Tinder, one of the world’s most popular dating apps, continues its unabated march toward becoming a social network in its own right through a new partnership announced today with Spotify, the world’s most popular music streaming service.
“With Spotify, we’re fully integrating music into the swiping experience in a brand new way – at a massive, global scale,” says Tinder CEO, Sean Rad, the man with the most apt name for a tech entrepreneur ever. “With or without a Spotify account, you can choose to add an Anthem to your profile and start swiping to see who shares your favourite songs and artists. With the addition of music powered by Spotify, we’re introducing an even more personalised experience on the platform.”
User will ostensibly be able to see their potential matches’ top songs and favourite artists, in addition to broadcasting an ‘Anthem’ (just not the Good Charlotte Anthem, please) that encapsulates their (now even more highly-curated) taste. If your painstakingly art directed photo selection, emoji choice and pithy bio weren’t already causing you enough existential anxiety, you can throw another spanner in the works beginning today simply by amending your profile settings.
In July this year, Tinder introduced Social, a chat feature designed to facilitate platonic social interactions between groups of friends with mutual interests and a desire to connect en masse. The introduction of both features within three months sees the app make more discernible moves towards becoming a mainstream social network with less nefarious ambitious than previous affiliations with ‘hook up culture’ would suggest.
Watch this space, or keep swiping.
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