Christina Aguilera has partnered with Grindr for a first-of-its-kind activation, ahead of her headlining performance at San Francisco’s Portola Festival. From September 15–22, Grindr swapped its signature “bloop” notification for Aguilera’s Grammy-winning hit Come On Over Baby (All I Want Is You), making the app itself part of the fan experience.
Aguilera promoted the campaign across her Instagram, where she boasts over 10 million followers and steady growth (see attached chart). This rising digital presence is significant, as she continues to re-engage festival audiences and Gen Z listeners through live events and unexpected brand tie-ins.
The singer has a history of diverse brand partnerships, ranging from Airbnb in travel to BeautyStat in beauty. By linking with Grindr, Aguilera joins a small but high-impact group of artists like Nicki Minaj and Troye Sivan who have tapped into the platform’s massive global LGBTQ+ audience, which exceeds 13 million monthly active users.
This partnership also aligns with Aguilera’s long-standing role as a cultural icon in LGBTQ+ spaces, reinforcing her as a relevant and marketable force in 2025.
