Music streaming platform Spotify is looking to delve deeper into allowing artists to go directly to the fans when it comes to ticketing and merchandise, cutting out the middle man.

As a result, Spotify has partnered with Canadian e-commerce company Shopify. The Stockholm-based streaming platform says this will help artists develop more revenue streams, including the sale of merchandise. 

On the new ability to sell merchandise and other products through Spotify, on top of fans streaming music, Shane Cody, drummer for alternative band Houndmouth, said: “Merch is a connection to the fans on a tangible level. Our music is the emotional connection, [so] sharing both on Spotify is essential.” 

Not only will Houndmouth be releasing a new album on Spotify in November, but the integration between Spotify and Shopify will also mean the band can list its merchandise to coincide with the drop, creating a new revenue stream for artists. 

Shopify allows artists and their teams to manage inventory and have control over the items that are listed on their profile. Out of stock items are automatically removed from the artist’s profile and when new merchandise is available, teams can immediately share this with fans. 

Camille Hearst, head of Spotify for Artists, told Variety: “For many fans, Spotify is the primary way they interact with an artists’ music, and we are excited to give artists a new way to capitalise on that moment. 

“The integration of Shopify’s powerful backend for powering commerce presents a significant step forward in our efforts to help artists maximise additional revenue streams and give them agency over their careers.” 

While any artist globally can link their Shopify store to their Spotify profile, Shopify merchandise will only be visible to Spotify listeners in the US, United Kingdom, Canada, Australia and New Zealand. 

Image: Vishnu R Nair on Unsplash