Most dating apps ask you to compress yourself into a quippy bio and a handful of photos, which undoubtedly leads to endless swiping and trite “Hey, how are you?”s that go nowhere. Vinylly is a dating app that starts somewhere more revealing: What music you listen to, how you listen and why it matters to you.
Music has long functioned as social shorthand. It’s moving and powerful and brings people together in deep, sometimes unexpected ways. A favorite artist can signal your values, emotions and even worldview. Vinylly treats those signals as data. In doing so, it positions itself as both a cultural experiment and a change from the traditional dating app playbook, being the only dating app that is 100% focused on music compatibility.
AI is seeping into nearly every corner of the world, including modern dating. And now, as dating apps eagerly adopt AI to automate small talk and create prompts for you, Vinylly is taking a lighter and more imaginative approach, debuting a feature called the Digital Cocktail Lounge, which uses AI to encourage actual human connection based on taste — in music or in drinks. Yet all the while, it is still maintaining its focus on your preferred tunes to create a love match.
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Dating beyond the basic bios and prompts
Most mainstream dating apps, from Hinge to Tinder, rely on a familiar mix of photos, prompts and self-description. The result is fast judgment and often superficial engagement. Vinylly intentionally strips much of that away.
Rachel Van Nortwick, the app’s founder, said Vinylly doesn’t have bios. Instead, you sync your streaming data and answer questions about the role music plays in your life. The app combines quantitative listening data with qualitative intent, then weighs those inputs to produce matches.
What makes Vinylly distinct is not just that music is included, but that it structures the entire experience. Once an account is created and you sync your music streaming service, you’ll be prompted to answer some questions about favorite genres, listening habits, concert anecdotes and other music-related questions. From there, Vinylly’s algorithm analyzes your music data to find compatible matches, and these matches are ordered by what the app calls “volume,” which is really just a measure of compatibility based on music taste. You can then browse through these matches’ profiles, which all revolve around music taste, and listen to a potential match’s recommended songs before deciding whether to connect.
“For a lot of people, music is their identity,” Van Nortwick said. “Showing yourself through your music DNA leads to deeper, more emotional conversations faster.”
This is where Vinylly diverges most clearly from traditional apps like Hinge. On Hinge, prompts are designed to spark banter. On Vinylly, conversation starters pull directly from each person’s listening habits. The result, according to Van Nortwick, is not just more conversation but better conversation.
What the data is showing
Vinylly’s approach has generated a growing pool of behavioral data — and the patterns are revealing. Vinylly’s user base, with about 100K downloads since the app’s release in 2019, skews between 18 and 45, but it also includes users well into their 70s across the US, UK and Canada. An internal analysis of 5,000 users over the past year shows clear differences in how men and women use the app and what they gravitate toward musically.
Among women, top artists include David Bowie, Fleetwood Mac, The Beatles and Billie Eilish. Among men, Taylor Swift, Drake, Radiohead and Kendrick Lamar lead the list. Some artists bridge the divide. Taylor Swift and Radiohead appear prominently for both groups, as does Sleep Token, a heavier band Van Nortwick refers to as a “bridge artist.”
These overlaps matter. They suggest that shared musical touchstones can function as connective tissue even across genre or gendered listening habits.
“Music’s a universal language,” Van Nortwick said. “That part isn’t surprising.”
The science of sound and connection
The idea that music can bring people together is intuitive, but Vinylly’s thesis is also grounded in research. A 2013 paper published by German researchers shows that when groups listen to music together, they report stronger cohesion and better emotional well-being. Another paper published in December 2024 found that shared music taste is one of the strongest predictors of relationship closeness and can increase intimacy. There’s also evidence that listening to music sparks social imagery in the brain, making us think about connection and interaction with others.
Van Nortwick described how she has always been a music lover, but never had any experience with app development when she got the idea to create Vinylly. Instead, she came from a consumer and tech marketing background and used her knowledge to spot a gap in the dating app market. As a nontechnical founder, she teamed up with developers and her now CTO to actualize her idea — one based on science and research showing the connecting power of music.
“Music improves communication within relationships,” she said. “It lowers the stress hormone cortisol, and it drives dopamine when you share music with someone.”
In other words, music is not just a shared interest. It actively shapes how people feel and communicate. Vinylly is trying to position itself as a facilitator of that process rather than a replacement for it.
“It’s an innate thing for us,” Van Nortwick said. “We just help pull it out of users.”
Where AI fits in and where it doesn’t
Artificial intelligence has become the newest selling point in dating apps, often raising concerns about over-automation and loss of agency. Vinylly takes a notably restrained approach.
The app integrated OpenAI’s ChatGPT in 2023, but not to write profiles or auto-message matches. Instead, AI appears first in a feature called the Digital Cocktail Lounge, which simulates buying someone a drink. The feature allows you to blend two music genres, and the AI generates a custom cocktail recipe that can be shared as an icebreaker.
“It brings it from a digital experience to something that feels more real life,” Van Nortwick said.
More ambitious uses of AI are coming, but with guardrails. Vinylly is developing an opt-in feature that suggests matches outside your self-imposed filters, based on patterns that lead to actual conversation. The keyword is opt-in.
“I strongly believe AI should be a copilot,” Van Nortwick said. “Not something that’s forced on users.”
That philosophy stands in contrast to many traditional dating apps, where algorithmic decisions are opaque and unavoidable, and AI is becoming more ingrained in the platform. Vinylly’s approach reflects a broader skepticism among Americans who are not anti-AI but wary of losing control.
Instead, Vinylly places emphasis on something that transcends boundaries, connects people across space and time, and stirs our souls: music.
