Music streaming company Spotify announced the acquisition of CrowdAlbum, which aggregates photos and videos of artists from their performances, as it looks to develop products that help artists “understand, activate, and monetise” their audiences.

The albums created by the company, launched in 2013 and based in San Francisco, give artists a “visual history” of their concerts and tours to help them identify and connect with fans.

Spotify, which is facing competition from rivals like Apple Music, Tidal and Deezer, said the CrowdAlbum team shares its passion for “serving artists”, and has worked with more than 1,000 artists and venue partners in the US.

“The CrowdAlbum acquisition is the latest way Spotify is investing in helping artists find and engage their audiences on and off Spotify, especially around the ever important business of touring,” said Charlie Hellman, VP product at Spotify.

CrowdAlbum will join a team at Spotify focused on building products for artists. In the past, the team has introduced features like ‘Spotify Fan Insights’ to help artists better understand their Spotify listeners and ‘Concerts’ to promote shows.

The terms of the deal were not disclosed.

Spotify introduced video content for users in the UK, US, Germany and Sweden earlier this year and acquired Cord Project and Soundwave, to “further boost its product and engineering capabilities”.

Spotify has around 30 million subscribers and 80 million free users, according to The Wall Street Journal.