In honor of Valentine’s Day, Spotify has paired up with Appstrakt, a Belgian developer, to create a musical matchmaking microsite.
Designed exclusively for those who work within the advertising industry, the Spotify Music Matchmaker pairs users with their musical soulmate based on where they live, which agency their work for and, of course, their musical preferences. In the week leading up to Valentine’s Day, about 4,000 people from 13 different countries signed up to receive their match made in musical heaven.
While Spotify launched its matchmaking site in Europe last year, this is the first time it’s been released in the U.S., a seemingly smart move since U.S. users accounted for 25% of this year’s participants. Although Spotify doesn’t have plans to become the next big dating service, the timely stunt was a strategic way for Spotify to connect with Tinder-loving Millennials in a way that stayed true to the company’s musical origins.