There comes a point in every zeitgeisty app's life when it wonders if it should stop eating nothing but Doritos and having those drunken one-night stands and become a mature, serious business. We've already seen Snapchat evolve from a way to distribute pictures of your genitals to a news broadcast system, and now Tinder is seriously considering becoming a music promoter. The dating app has just signed a deal with Interscope Records to promote the new album from Russian DJ Zedd.
If, during a swiping session, you come across Zedd's come-hither gaze and swipe right, you won't get a message telling you that you've got a match. Instead, you'll be offered a link to download his latest album for $3.99, compared to the $7.99 it's currently priced up at on Google Play and iTunes. It's not the first time that Tinder profiles have been used for viral marketing purposes, since the makers of Ex Machina had one of its lead characters chatting unwitting users up in the run-up to its US release.
It's also not the first time that Tinder and the music business have gotten cosy with each other in a short period of time, either. Earlier this year, it hosted the world premiere of Jason Derulo's Want to Want me, even if the singer scored a public-relations own goal by admitting he didn't use the app.