On Wednesday, Shopify announced a new partnership with music streaming platform Spotify, allowing musicians connect their Shopify storefronts to their Spotify artist pages.

This isn’t Spotify’s only merchandise partnership. The music streaming platform currently has a merchandise partnership with Merchbar, has partnered with Bandpage and Topspin in the past. However, Shopify’s director of product Amir Kabbara said that Shopify hopes to help artists move from one-off merchandise sales on Spotify towards fully-integrated e-commerce businesses connected to each of their online presences. Currently, Shopify has “1,000 or so” artists on its platform, and Kabbara expects the Spotify partnership to increase that number.

This is all part of a big Shopify push to combine entertainment with commerce. In the past year alone, Shopify has built out Netflix’s in-house shopping platform, expanded its partnership with TikTok to in-app shopping and iterated upon its Instagram and Facebook shopping features. Kabbara said that, longer term, Shopify hopes to continue to spread its offerings across both streaming and social media platforms, in its larger efforts to monetize online creators.

Read it all at: ‘Creators are the next generation of entrepreneurs’: Shopify’s director of product on its new Spotify partnership | Modern Retail