By Noah Yoo.
Spotify has announced the first weather-triggered release of a song. In a new initiative with outerwear company The North Face, Spotify is making White Denim’s new, rain-themed song “Seek No Shelter” available only in U.S. regions receiving rainfall. The streaming service is using its geotargeting technology (the same tech used in their AccuWeather collaboration Climatune) to determine which markets to push the song to.
“Seek No Shelter” soundtracks the marketing campaign for The North Face’s new rain jacket, the Apex Flex GTX. Check out the song in a commercial for the jacket below.
This story originally appeared on Pitchfork.
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