Pat McGrath Labs has announced its partnership with 300 Entertaninment, Spotify and its merchandise partner Merchbar to pioneer a new e-commerce venture that allows fans to purchase cosmetics through the popular streaming service. Called the "So Obsessed" campaign, select offerings from Pat McGrath Labs became immediately available for purchase globally on emerging artist Maggie Lindemann’s Spotify page. Timed with the launch of the campaign, Lindemann debuted her new single "Obsessed," which became available on Spotify on November 17.
The collaboration opens up an entirely new area of distribution for beauty brands—and a new revenue stream for artists. It is a first for Spotify’s partner Merchbar too, which has primarily allowed fans to purchase more artist-related items such as tour t-shirts and posters through Spotify.
World-renowned make-up artist and founder of the brand that holds her name, Pat McGrath said, "Beauty, fashion and music have been intrinsically linked since the 1960s. In this digitally empowered, digital era of makeup, where fans crave instant glamour gratification I always want to reach fans where they're most engaged. That's why this relationship with Spotify is absolutely major, because it merges beauty and music in a whole new way, that's never been done before. I'm thrilled to see it finally come to life."
"It's such an honor to be launching my new single 'Obsessed' along with Pat McGrath Labs," said singer Maggie Lindemann. "Pat is not only a fashion icon, she's an amazing person and a great friend."Lindemann’s manager, Gerald Tennison, added, "Maggie and I are always searching for new creative ways to disrupt the marketplace so when Pat introduced this opportunity we jumped at the chance."
It seems that more than McGrath and Lindemann are pleased with the business collaboration.
Music veteran and cofounder and CEO of 300 Entertainment, Kevin Liles said, "At 300 Entertainment, we believe that the fashion and beauty industry go hand in hand with music, and the partnership between Maggie Lindemann and the Pat McGrath team could not be a better fit."
Jordan Gremli, Spotify's head of artist and fan development, commented, "Maggie Lindemann is an extremely exciting young artist, with over 7 million fans listening to her all over the world every month on Spotify. In partnering with Pat McGrath to offer beauty products in this innovative new way, she will be connecting directly with her fans in the place where they go to enjoy her music already on Spotify.
We're extremely excited that we have been able to partner with Maggie and Pat to make Spotify the only destination for their new product range—making it a world first for Spotify—and to be able to offer new products directly to her biggest fans."
Spotify first partnered with Merchbar in 2016 to offer artist merchandise on the streaming service.
"Together with Spotify, we are creating a massive new discovery network to help artists maximize the reach of their merchandise online and help fans discover and buy new products from the artists they love," said Edward Aten, Merchbar's founder
[Photo courtesy of Pat McGrath Labs]