Tinder is launching a new collaboration with Interscope Records' electronic music artist singer Zedd to promote and offer his new album "True Colors" for only $3.99.

Following Tinder's recent partnership with artist Jason Derulo, the popular dating site is going to work again with another popular singer for a newly released album. Anton Zaslavski also known as the DJ/Artist Zedd is set to appear on Tinder to give away an opportunity of downloading his new album "True Colors" for a very cheap price.

Tinder users who swipe right on Zedd's profile will receive a direct link where his album can be downloaded for only $3.99, cutting $4 from its original price on iTunes or Google Play. But that's not all; the "Clarity" producer's Tinder profile also ties a contest whose winner will be given an autographed CD.

Though this might look like an advertising strategy, Tinder confirms that its partnership with Zedd is not a revenue-generating matter but rather a marketing play to provide users a unique and cool experience of exclusively accessing certain profiles and products.

The Los Angeles-based company has recently ramped up its advertising and marketing appeal. It was noted that Bud Light was the first brand which launched #WhateverUSA campaign ads on Tinder last month. However, Tinder emphasizes that Zedd's recent involvement does not fall under their proper advertising product but only a concept to strengthen its users' engagement with brands and artists.

After all, the introduction of ads leads to Tinder's premium product called 'Tinder Plus' which was launched a few months before.  The new product offers a rewind button which lets users review their last left swipe, and a so-called PassPort which allows them to access profiles or matches, anywhere in the globe.

Meanwhile, advertising might be still be new for the popular dating site but it might also be effective as it has tens of millions of active users on the app.