Retail / news
Depop Builds Its Marketing Around Music, Tapping Zara Larsson and Olivia Rodrigo
Peer-to-peer resale platform Depop is using music to set itself apart from rival marketplaces, citing data that 56% of its community attends live music events. The London-based company has rolled out wardrobe drops with artists including Kacey Musgraves, Zara Larsson and Olivia Rodrigo.
Depop's research found that 56% of its community goes to live music events, a figure the company used to justify catering to users who open the app in search of secondhand concert outfits.
The platform expanded its shop drop format, in which well-known musicians list pieces straight from their own wardrobes, as the centerpiece of that effort. Artists involved so far include Kacey Musgraves, Zara Larsson and Olivia Rodrigo.
The London-based company is also extending the strategy into physical events. It is sponsoring Olivia Rodrigo's 2026 Daisy Chain Fields Festival with an interactive pop-up offering secondhand apparel and accessories.
Earlier this year, Depop named Zara Larsson the face of its global 360 campaign.
Steve Dool, senior director of brand and creative at Depop, discussed the music-led approach and the thinking behind the artist drops.