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Shazam Deepens Its Commitment To Location, Partners With Gimbal

Using Gimbal’s beacon technology, mobile app Shazam aims to offer a more personalized — and local — listening experience.

Audio recognition app Shazam has teamed up with context awareness and micro-proximity solutions provider Gimbal. The partnership sees Shazam adding Gimbal’s beacon technology into the app so as to provide users location-based listening recommendations — and to open up the playing fields to advertisers.

In a press release, Rich Riley, Shazam’s CEO, noted that incorporating beacons enables the company to “connect [its] users with the world around them,” as well as to “connect brands and consumers.”

Making such connections is evidently top of mind for Shazam these days. Today’s announcement of its partnership with Gimbal comes less than two months after Shazam partnered with Mood Media to launch Shazam In-Store, a location-based mobile marketing solution that lets brands deliver customized mobile campaigns and other content to people’s smartphones via the Shazam app.

Shazam has always been invested in making a sale, so to speak. For instance, when its mobile app interprets the information of a song playing, it doesn’t just relay the details of the song name, artist, and even lyrics — it prompts the user to buy the ditty on iTunes. But what about all the other marketing opportunities that exist on a platform with more than 500 million users (100 million of them active on a monthly basis) and impeccable real-time technology? It’s these opportunities — particularly as they may appeal to in-store users, that Shazam is exploring.

Kevin Hunter of Gimbal
Kevin Hunter of Gimbal

Kevin Hunter, COO of Gimbal tells GeoMarketing that it was Shazam’s focus on innovation that “led them to look at how they could use location in addition to sound recognition to connect brands with their users by serving up content that’s relevant to the users location.”

Gimbal has been on something of a partnership-spree in recent months. The company has been on a roll over the last few months. In June, it joined forces with YinzCam, a developer and reseller of mobile interactive in-game sports technology apps to create interactive, in-venue beacon-enabled experiences for fans. This past September, it partnered with Verve Mobile.

Shazam, Hunter suggests, was keeping an eye on Gimbal’s progress. “Shazam was closely monitoring Gimbal’s progression in the market and reached out to partner a couple months back,” Hunter says, adding that for Gimbal this is “a natural partnership to add the power of proximity and location into the already intuitive Shazam app.”

With the Gimbal’s technology embedded, Shazam now operated with another layer for consumers — but only if they choose it.

“Much like a user would press the Shazam button to discover music they will have the option to opt-in to turn on the location feature in the app and be able to trigger marketing and advertising content based on their proximity and location and not only sound,” Hunter says.