Shazam announced a partnership that will see proximity-based marketing integrated into its music recognition app.

The partnership with Gimbal, which produces context awareness, proximity and personalisation technology, should enable brands and advertisers to provide a more personalised experience to Shazam users.

The Gimbal SDK will be incorporated into Shazam, allowing the app to interact with Gimbal’s Bluetooth Smart beacons.

This aims to give retailers, advertisers and venue operators another way in which to engage with customers, based on their proximity to certain locations.

It is claimed that the partnership is the largest deployment of proximity technology in a mobile app to date.

Shazam CEO Rich Riley said that the new technology should enable Shazam to connect its users with “the world around them” and provide a “meaningful way to connect brands and consumers”.

“By incorporating Gimbal into their platform, Shazam and their partner brands will be able to deliver even better experiences to their millions of users, based on each user’s individual interests and proximity,” added Gimbal CEO Rocco Fabiano.

Shazam has more than 100 million monthly active users from a total of 500 million downloads.

As well as recognising and tagging music, TV and film content, consumers can use Shazam to share music they tag on social media, download it from iTunes or stream it on subscription services.

In May last year, it was reported that Shazam received $9 million in investment from three of the world’s largest record labels, Sony Music Entertainment, Warner Music Group and Universal Music Group.