3,158 viewsNov 13, 2017, 12:51pm

Spotify isn’t known primarily as a retailer, even though music fans can purchase items from the streaming site, but as of today, it has taken another step towards becoming more of a shopping destination of sorts. The shift, while slight at first, could make musicians a lot of money in the future if this trend continues.A quick visit to the bottom of Instagram star-turned-pop singer Maggie Lindemann’s Spotify page shows several offers for makeup products, including a palette and a lip pencil, none of which seem to have anything to do with the singer herself. These products are all created by popular makeup brand Pat McGrath Labs, which has partnered with the up-and-coming musician to push cosmetics onto her fans in this previously-untested manner.The campaign, called “So Obsessed,” ties in nicely with Lindemann’s new single “Obsessed,” which is slated to drop this coming Friday (November 17). By then, the makeup may be sold out, but the mark it may leave on the industry could last for a long time to come.For over a year now, Spotify has worked with retailer Merchbar to allow fans to easily purchase all manner of merchandise connected to musicians right from their profile pages, but until now, the items offered have all fit in squarely with what one might expect to see on a table at a concert. T-shirts, vinyl records, CDs, and other common items have been purchased by super fans, sometimes after hearing a new song or album on Spotify. It's been a welcomed additional revenue stream, and now, that could be bolstered by corporate deals like Maggie's.The collaboration between Lindemann and Pat McGrath Labs is a first for Spotify, as it sees a company and a musician bringing their deal to the platform when what they have to sell isn’t the standard fare for music. It was only a matter of time before this happened, and this partnership is sure to be a success, as Lindemann’s fans are exactly the type to want these beauty products, and they do tie-in to her music perfectly (something that was likely planned from the beginning).

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