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Why Depop is putting music at the center of its marketing, collaborating with Zara Larsson and Olivia Rodrigo

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Why Depop is putting music at the center of its marketing, collaborating with Zara Larsson and Olivia Rodrigo

Peer-to-peer resale platform Depop is trying to differentiate itself from the competition through the power of music.

Driven by data showing that 56% of the Depop community attends live music events, the company recognized there is an opportunity to cater to users scrolling its app for secondhand concert looks. To capitalize on this insight, the company scaled its popular shop drop model, in which prominent musicians list items directly from their personal wardrobes. To date, it has collaborated on drops with the likes of Kacey Musgraves, Zara Larsson and Olivia Rodrigo. 

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