Spotify and Pat McGrath labs have collaborated to allow young, music fans have ever been able to buy beauty products through a music streaming service to emanate their idols.
Fans visiting singer-songwriter Maggie Lindemann’s Spotify page can now buy the exclusive products used to create her look from Pat McGrath Labs via The So Obsessed campaign, ahead of Lindemann new single Obsessed – available on Spotify November 17.
The Texas native said she not only shares McGrath’s passion for “creative expression and art,” she concurs in the belief that beauty is individual, imperfect and beyond skin deep. When viewed through this lens, “everyone is beautiful,” said Lindemann, who added that she has long been inspired by McGrath. “I’ve admired Pat’s work for runway, red carpet and editorial for years,” said the 19-year-old songwriter and social media star. “I have so much respect for her.”
Celebrity make-up artist McGrath, who has done the makeup for countless celebs and models including Naomi Campbell and Kim Kardashian, said that she was ‘thrilled’ to offer exclusive products via Spotify to reach fans ‘where they’re most engaged.’
‘Beauty, fashion and music have been intrinsically linked since the 1960s,’ said McGrath, the British Vogue Beauty editor-at-large and creator of Pat McGrath Labs.
‘It’s such an honor to be launching my new single ‘Obsessed’ along with Pat McGrath Labs,’ said Lindemann, who is famed for her top 10 hit Pretty Girl and has more than seven million followers on social media. ‘Pat is not only a fashion icon, she’s an amazing person and a great friend.’
Jordan Gremli, Spotify’s Head of Artist and Fan Development, said: ‘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 exclusive products directly and exclusively to her biggest fans.’
McGrath added that she was excited to be part of a project that merged music and beauty in a way that it had never been done before.
‘In this digitally-empowered, digital era of make-up, 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.’
‘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 & CEO.
Music veteran and Co-Founder/CEO of Lindemann’s record label, 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.’
Exclusive Pat McGrath Labs’ products are now available globally on Maggie Lindemann’s Spotify page, including LiquiLUST 007 Liquid Matte Lipsticks in shades Possessed, Revelation Red and Nightshade.