X Factor winner Leona Lewis has become the latest music artist to promote a new album on gay dating app Grindr.
Users of the app are able to download the pop singer’s new album ‘I Am’ for just $3.99 (£2.59) as part of the promotional deal.
This marketing choice follows the release of the lead single off the new album, called Fire Under My Feet, which failed to position in the top 50.
.@LeonaLewis returns with the new album #IAm. Get it for the #GRINDR special price, NOW! http://t.co/M8AFcKztnk pic.twitter.com/5RBjbb2qqd
– Grindr (@Grindr) September 14, 2015
Lewis joins other artists who have also taken to the app to promote their upcoming tours.
Earlier this year, leading concert promoters Live Nation used the gay dating app to advertise Madonna’s Rebel Heart tour.
Nicki Minaj appeared on the app shortly after, using Grindr to promote The Pinkprint Tour.
The Nicki Minaj ad came in the form of a pop-up message that said: “Who’s coming to #ThePinkprintTour? It kicks off tomorrow! #AllEyesOnYou… Get ur tickets now. Can’t wait to see you all there! <3, Nicki Minaj.”
Grindr is not the only dating platform to have featured promotional campaigns for music artists recently.
Earlier this year, Tinder previewed Jason Derulo’s new video to users on the app, and also offered electronic musician Zedd’s album at a four dollar discount price of $3.99.