File - Madonna’s latest album was advertised on Grindr, an app for gay men.
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NEW YORK: In your quest to find a date, a spouse or a hookup, you might discover something else when using dating apps: new music.From Madonna to Mariah Carey, an increasing number of acts are looking to platforms like Tinder and Match to promote their music and reach their fans on the go. Madonna's latest album was advertised on Grindr, an app for gay men, while Jason Derulo looked to Tinder to debut a music video. PlentyofFish also worked with Derulo when the website appeared in the music video for his song "Ridin Solo" in 2010 . The dating service also appeared in Britney Spears, Flo Rida and Kesha's videos. Grindr – which has 2 million active daily users – said the company's success with music partnerships is leading to more work this summer.Grindr is also expected to work with Ciara, Jessie J, Disclosure and others through Goldenvoice, the company that created the Coachella Valley Music and Arts Festival, operates music venues and promotes hundreds of concerts each year.
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