Tag: Anitta

Celebrating 10 Years of Spotify’s Viva Latino Playlist and the Global Rise of Latin Music

September 15, 2025

A decade ago, Latin music made up just 8% of global Spotify streams. Today, it accounts for more than a quarter (27%) of all listening worldwide—a testament to the artists and fans who have fueled its unstoppable rise.

Now celebrating its 10th anniversary, Viva Latino, Spotify’s flagship Latin music playlist, has been at the center of this evolution. Launched in 2015 as one of the first major Latin music playlists on a streaming platform, Viva Latino has helped connect listeners to new voices, genre-defining anthems, and the next wave of global superstars. In that time, global Latin music streams have grown by over 2,500% on Spotify, representing an increase of more than 587 billion streams.

At its heart, Viva Latino is about celebrating the artists who are defining the sound of a generation and the fans who make every song a movement. Spotify’s music editors curate the playlist to spotlight rising stars, honor established icons, and capture the moments that matter most to the Latin music community. More than just a playlist, Viva Latino has been a bridge, exporting identity, sounds, and culture to the world.

“Viva Latino’s influence on the global Latin music landscape over the last decade is unmatched,” said Antonio Vazquez, Head of US Latin Editorial, Spotify. “Over the years, the playlist has become one of the most recognized destinations for Latin music and a synonym for Latin hits. It has opened doors and served as a catalyst for the success of so many Latin artists who are now global superstars, and we couldn’t be more proud to have created those connections and helped tell their stories. Viva Latino is in constant evolution, and I can’t wait to see what the next 10 years will bring.”

Spotlighting breakthroughs and cultural shifts

Viva Latino has played a key role in surfacing hits before they topped the charts. For instance, Anitta’s “Envolver” appeared on the playlist 132 days before hitting No. 1 globally; Myke Towers’ “LALA” 99 days before; and Xavi’s “La Diabla” 29 days before. For artists like KAROL G and Rauw Alejandro, early playlist support helped introduce their music to new audiences and set the stage for global stardom.

As Latin music has evolved, so has Viva Latino, reflecting the rise of corridos tumbados, Música Mexicana, and other genres now making waves worldwide.

A decade of impact

Viva Latino has helped redefine the reach of Latin music. Here are just a few highlights from its first decade:

    • Viva Latino is now one of Spotify’s top five playlists globally.
    • Listeners have streamed the playlist for more than 595 million hours since 2017.
    • “La Bachata” by Manuel Turizo holds the record for the longest run on Viva Latino (33 months), followed by:
    • “Hey Mor” by Feid and Ozuna is the most-streamed song in Viva Latino history.
    • Beéle’s breakthrough: Within a month of his Viva Latino debut in 2019, Beéle’s streams surged by 168%.

A platform for artists, a community for fans

As Viva Latino turns 10, we’re celebrating the talented artists and passionate fans who have made the playlist a global destination, and we’re looking ahead to even more discoveries, anthems, and milestones.

Hit play below and join us in celebrating a decade of Viva Latino.

Celebramos 10 años de Viva Latino en Spotify y el éxito global de la música latina

September 15, 2025

Hace una década, la música latina representaba apenas el 8% de las reproducciones globales en Spotify. Hoy, constituye más de una cuarta parte (27%) de toda la escucha en el mundo—un testimonio de los artistas y fans que han impulsado su crecimiento imparable.

Ahora que cumple su décimo aniversario, Viva Latino, la playlist insignia de música latina de Spotify, ha estado en el centro de esta evolución. Lanzada en 2015 como una de las primeras playlists latinas de gran alcance en una plataforma de streaming, Viva Latino ha ayudado a conectar a los oyentes con nuevas voces, himnos que definen géneros y la próxima ola de superestrellas globales. En ese tiempo, las reproducciones globales de música latina han crecido más de un 2.500% en Spotify, lo que representa un aumento de más de 587 mil millones de streams.

En su esencia, Viva Latino celebra a los artistas que están definiendo el sonido de una generación y a los fans que convierten cada canción en un movimiento. Los editores de música en Spotify curan la playlist para destacar a los talentos emergentes, honrar a los iconos ya más establecidos y capturar los momentos que más importan para la comunidad de música latina. Más que una playlist, Viva Latino ha sido un puente que exporta identidad, sonidos y cultura al mundo.

“La influencia de Viva Latino en el panorama global de la música latina durante la última década no tiene comparación”, dijo Antonio Vazquez, Head of US Latin Editorial, Spotify. “Con los años, la playlist se ha convertido en uno de los destinos más reconocidos para la música latina y en sinónimo de éxitos latinos. Ha abierto puertas y ha sido un catalizador para el éxito de tantos artistas latinos que hoy son superestrellas globales, y no podríamos estar más orgullosos de haber creado esas conexiones y ayudado a contar sus historias. Viva Latino está en constante evolución y no puedo esperar a ver lo que traerá los próximos 10 años”.

Destacando avances y cambios culturales 

Viva Latino ha desempeñado un papel clave al visibilizar éxitos que más tarde liderarían los charts. Por ejemplo, “Envolver” de Anitta apareció en la playlist 132 días antes de llegar al No. 1 global; “LALA” de Myke Towers, 99 días antes; y “La Diabla” de Xavi, 29 días antes. Para artistas como KAROL G y Rauw Alejandro, el apoyo temprano de la playlist ayudó a presentar su música a nuevas audiencias y preparó el terreno para su éxito global.

A medida que la música latina ha evolucionado, también lo ha hecho Viva Latino, reflejando el auge de los corridos tumbados, Música Mexicana y otros géneros que hoy están marcando tendencia a nivel mundial.

Una década de impacto

Viva Latino ha ayudado a redefinir el alcance de la música latina. Estos son algunos puntos por destacar de su primera década:

    • Hoy en día, Viva Latino es una de las top cinco playlists de Spotify a nivel global.
    • Usuarios han reproducido la playlist por más de 595 millones de horas desde 2017.
    • “La Bachata” de Manuel Turizo tiene el récord de permanencia más larga en Viva Latino (33 meses), seguida por:
    • “Hey Mor” de Feid y Ozuna es la canción más reproducida en la historia de Viva Latino.
    • El despegue de Beéle: en el mes posterior a su debut en Viva Latino en 2019, sus streams aumentaron un 168%.

Una plataforma para artistas, una comunidad para fans

Mientras Viva Latino cumple 10 años, celebramos a los artistas talentosos y a los fans apasionados que han hecho de la playlist un destino global, y miramos hacia adelante a más descubrimientos, himnos e hitos.

Dale play abajo y únete a la celebración por una década de Viva Latino.

Artists Can Now Start Countdown Pages To Promote Their Upcoming Albums

July 24, 2024

Building anticipation ahead of a new album release is one of the most important ways for artists to ensure its success. But in today’s music landscape, gaining prerelease momentum across multiple platforms that are often disconnected from where streaming actually happens is exhausting and inefficient. That’s where we come in. Spotify for Artists arms you with powerful tools to unleash your release’s full potential, reach a global audience, and deepen connections with fans before your music is released.

After having tested Countdown Pages with a select group of artists over the last year, we’re excited to announce that starting today, we’re expanding this feature to all eligible artists.

Countdown Pages is the ultimate prerelease destination where fans can presave an artist’s upcoming album, preview the track list, watch Clips, purchase merch, and see the timer count down to the release moment—all on Spotify. All artists with at least 5,000 active listeners in the 28 last days will now be able to create their own Countdown Pages to build hype for an upcoming album and ultimately drive streams once the album is released. 

Listeners can find Countdown Pages across the Spotify app, including in the artist profile, Now Playing view, Search, and Home. Plus, once an artist’s new album drops, Spotify sends a push notification to all presavers and adds it straight to their libraries.

“The lead-up to an album’s release is arguably the most important time during a project’s life cycle. With this in mind, we took a step back as a company to come up with ways that we can help artists build momentum with fans during this period and elevate the album as an artistic statement,” said Sam Duboff, Global Head of Spotify for Artists, Marketing & Policy at Spotify. “The prerelease moment can often be disjointed across many different platforms; through the powerful tools offered in Spotify for Artists and our upcoming expansion of Countdown Pages to hundreds of thousands of artists, Spotify is focused on becoming the best home for artists and labels to release and promote their new music.”

Artists like Taylor Swift, Anitta, KAYTRANADA, Billie Eilish, Peso Pluma, Dua Lipa, Khruangbin, Charli xcx, Maggie Rogers, Whethan, Clairo, John Summit, and hundreds of others have already used Countdown Pages—in fact, earlier this year, Taylor Swift’s THE TORTURED POETS DEPARTMENT became the most presaved album Countdown Page in Spotify history! We’ve seen impactful results for artists and their teams that include multiple benefits . . . 

Fans are presaving albums

More than 80% of Spotify presaves happen the week an album is announced and during the week leading up to its release. This is also when we typically see strong social promotion from artists’ sharing their Countdown Pages with fans directly. For example, pop superstar Meghan Trainor uploaded a snippet of the “To the Moon” music video to her Countdown Page before sharing on social media, which helped drive additional presaves.

“Adding Clips to my Countdown Page has been a game changer,” Meghan said. “It gave me the chance to promote my single ‘To the Moon’ and provided fans a look into the creative world of my album Timeless ahead of its release. It’s like a hub for my album to make everything so much more convenient!”

Presaving leads to increased streams 

On average, nearly 70% of users who presave an album stream it in the week following its release. And with the ability to reveal additional details about their upcoming albums, artists like country star Conner Smith have used Countdown Pages to keep fans engaged as release day nears. 

“One thing I love about the Countdown Page on Spotify is being able to tease your track list,” Conner said. “Fans see what they’re going to get with the record. The Countdown Page just kind of puts it all in one place and makes it simple for fans to kind of see and understand.” 

Clips help drive engagement

In a study of more than 500 artists with Countdown Pages, artists who uploaded Clips to their Countdown Pages averaged twice as many presaves as artists who didn’t.

“We used Clips to share studio footage of us recording the album and the album trailer video, which helped drive presaves on the Countdown Page and excitement for the record,” alt rock band Wallows said.

With the expansion of Countdown Pages, Spotify continues to invest in new tools designed to amplify the release moment and give each release its best chance at breaking through while helping artists build their fan bases on Spotify. 

For artists who want to use features like Countdown Pages, Clips, Canvas, Campaign Kit, and more to promote their new music, Spotify for Artists’ recently launched New Release Guide offers a comprehensive resource that will guide them on their journeys.

The Latest Stats Are In: Brazilian Artists Generated More Revenue and Reached More Fans on Spotify—Just Ask Anitta

May 15, 2024

Over the last 10-15 years, the move toward streaming audio has completely transformed the music industry, and Spotify has led that charge. Before streaming, artist paths to success were far more limited and dominated by a select few. But as our Loud & Clear 2024 report shows, streaming continues to create new opportunities for artists.

Loud & Clear—our annual music-streaming economics report—provides a valuable, fact-driven resource for artists, fans, and the industry. Who is generating money? How much are they making? And how has that changed over time? 

Our global Loud & Clear 2024 insights, released earlier this year, showed that Spotify recorded the largest annual payment from a single retailer to the music industry at more than $9 billion in 2023—nearly triple what we paid out six years ago, and a significant portion of the $48 billion we’ve paid out in total. 

Loud & Clear is also looking at the economic impact of music streaming in local and regional markets. And that includes Brazil, where Spotify is helping artists grow their revenues and audiences in big ways. In fact, in 2023, Brazilian artists were discovered by first-time listeners nearly 10 billion times on Spotify. 

But that’s just the start. Here are our top Loud & Clear findings from Brazil.

Spotify is outpacing Brazil’s music industry 

  • Compared to 2022, revenue generated by Brazilian artists on Spotify alone grew 27% last year. 
  • That figure is more than double the 13% revenue growth Brazil’s music industry saw in the same time frame (according to the International Federation of the Phonographic Industry, IFPI).

Spotify royalties keep growing for Brazilian artists

  • Royalties generated by Brazilian artists from Spotify alone have grown 600% since 2017.
  • In 2023, revenues generated by Brazilian artists from Spotify alone reached more than 1.2B BRL, which is more than quadruple 2018’s numbers.

Spotify royalties are boosting artists’ careers at all levels 

  • The number of Brazilian artists who generated more than 100,000 BRL in revenue on Spotify alone has increased more than 500% since 2017. 
  • The number of Brazilian artists who generated more than 50,000 BRL in revenue on Spotify alone has also increased more than 300% since 2018.

Independent Brazilian artists thrive on Spotify

  • More than 70% of all revenue generated by Brazilian artists on Spotify in 2023 was from independent artists or record labels. 

For the Record spoke to Brazilian funk icon Anitta, who has worked closely with Spotify at every major juncture of her career to reach the next level of stardom. Reflecting not just on her career, Anitta also looks back at Brazil’s music industry at large and reveals how Spotify’s arrival in Brazil has helped transform the country’s music industry.

What has helped to grow your audience locally and globally, and how has Spotify helped?

It’s a curious thing, because Brazilian funk suffered from a lot of prejudiced attitudes in our country, similar to hip-hop in the ’90s. You wouldn’t see or hear funk on the radio, in TV shows, or at awards shows. But with Spotify, funk artists no longer needed the support of the larger industry players. They could just upload their own music, and the community could support funk music through their streams and show the country that people love funk. 

How did Spotify help you in the early stages of your career?

Spotify was launching in Brazil at the same time my career was taking off, so we kind of grew together. I was introducing my fans to this new platform at the time, and we did so many things together to figure out how to get the most out of features like artist playlists. It was a big partnership and I think we still have that connection because it was so good for everyone involved.

Overall, how does Spotify positively impact artists’ careers? 

In Brazil, Spotify has become the destination to discover who’s hot, who’s on the rise, and what genres are trending. Spotify is an important part of music culture in Brazil, and artists really celebrate their successes and accomplishments on Spotify. They really understand that it’s a big deal. It’s also great to see how Spotify supports new artists. They have a purpose. It’s not just about trying to be the biggest platform. They want to help the culture as well.

For the latest insights on the economics of music streaming, be sure to check out our full Loud & Clear report.

Chegaram as últimas estatísticas: Artistas brasileiros geraram mais receita e alcançaram mais fãs no Spotify – basta perguntar à Anitta

May 15, 2024

Nos últimos 10 a 15 anos, a mudança para o streaming de áudio transformou completamente a indústria musical, e o Spotify liderou esse processo. Antes do streaming, os caminhos dos artistas para o sucesso eram muito mais limitados e dominados por um grupo seleto. Mas, como mostra o nosso relatório Loud&Clear 2024, o streaming continua a criar novas oportunidades para os artistas.

Loud & Clear – nosso relatório anual sobre economia de streaming de música – fornece um recurso valioso e baseado em fatos para artistas, fãs e a indústria. Quem está gerando dinheiro? Quanto eles estão ganhando? E como isso mudou ao longo do tempo?

Nossos insights globais Loud & Clear 2024, divulgados no início deste ano, mostraram que o Spotify registrou o maior pagamento anual de um único varejista para a indústria musical, mais de US$ 9 bilhões em 2023 – quase o triplo do que pagamos há seis anos, e um valor significativo parte dos US$ 48 bilhões que pagamos no total.

A Loud&Clear também analisa o impacto econômico do streaming de música nos mercados locais e regionais. E isso inclui o Brasil, onde o Spotify está ajudando os artistas a aumentar significativamente sua receita e seu público. Na verdade, em 2023, artistas brasileiros foram escutados pela primeira vez quase 10 bilhões de vezes no Spotify.

Mas isso é apenas o começo. Aqui estão nossas principais descobertas do Loud & Clear no Brasil.

Spotify está ultrapassando a indústria musical brasileira

  • Na comparação com 2022, a receita gerada pelos artistas brasileiros só no Spotify cresceu 27% no ano passado.
  • Esse número é mais que o dobro do crescimento de receita de 13% que o crescimento musical do Brasil teve no mesmo período (de acordo com a Federação Internacional da Indústria Fonográfica, IFPI).

Royalties do Spotify continuam crescendo para artistas brasileiros

  • Os royalties gerados por artistas brasileiros somente pelo Spotify cresceram 600% desde 2017.
  • Em 2023, as receitas geradas por artistas brasileiros apenas com o Spotify atingiram mais de R$1.2 bilhão, mais que o quádruplo desde 2018.

Os royalties do Spotify estão impulsionando as carreiras de artistas em todos os níveis

  • O número de artistas brasileiros que geraram mais de R$100 mil em receitas só no Spotify aumentou mais de 500% desde 2017.
  • O número de artistas brasileiros que geraram mais de R$50 mil em receitas só no Spotify também aumentou mais de 300% desde 2018.

Artistas brasileiros independentes prosperam no Spotify

  • Mais de 70% de toda a receita gerada pelos artistas brasileiros no Spotify em 2023 veio de artistas independentes ou gravadoras.

Além dos dados, For the Record também conversou com o ícone do funk brasileiro Anitta, que trabalhou em estreita colaboração com o Spotify em todos os momentos importantes de sua carreira para alcançar o estrelato. Refletindo não apenas sobre sua carreira, Anitta também relembra a indústria musical brasileira em geral e revela como a chegada do Spotify ao Brasil ajudou a transformar a indústria musical do país.

O que ajudou a aumentar o seu público local e globalmente e como o Spotify ajudou?

É uma coisa curiosa, porque o Funk brasileiro sofreu com muitas atitudes preconceituosas em nosso país, parecidas com o hip-hop dos anos 90. Você não veria ou ouviria funk no rádio, em programas de TV ou em premiações. Mas com o Spotify, os artistas de funk não precisavam mais do apoio dos grandes players da indústria. Eles poderiam simplesmente enviar suas próprias músicas, e a comunidade poderia apoiar o funk por meio de suas transmissões e mostrar ao país que as pessoas amam o funk.

Como o Spotify ajudou você nos primeiros estágios de sua carreira?

O Spotify estava sendo lançado no Brasil na mesma época em que minha carreira decolava, então meio que crescemos juntos. Eu estava apresentando essa nova plataforma aos meus fãs na época, e fizemos muitas coisas juntos para descobrir como aproveitar ao máximo recursos como playlists de artistas. Foi uma grande parceria e acho que ainda temos essa ligação porque foi muito bom para todos os envolvidos.

No geral, como o Spotify impacta positivamente as carreiras dos artistas?

No Brasil, o Spotify se tornou o destino para descobrir quem está na moda, quem está em alta e quais gêneros estão em alta. O Spotify é uma parte importante da cultura musical no Brasil e os artistas realmente celebram seus sucessos e conquistas no Spotify. Eles realmente entendem que é um grande negócio. Também é ótimo ver como o Spotify apoia novos artistas. Eles têm um propósito. Não se trata apenas de tentar ser a maior plataforma. Eles também querem ajudar a cultura.

Para obter os insights mais recentes sobre a economia do streaming de música, confira nosso relatório Loud&Clear completo.

Why Following FC Barcelona Is a Game of Its Own

October 18, 2023

Since 2022, our partnership with FC Barcelona has spanned playlists and football pitches alike. And helping fans connect with their favorite artists and players has been at the heart of that. But Barça faithfuls are no ordinary supporters: They are authentic, emotional, and most of all, exceptionally committed to the club. 

This also means their expectations are very high, and they have a voracious appetite for club-related content that is distinctive and entertaining. So each and every day, FC Barcelona’s social media accounts set out to deliver photos, videos, memes, and team updates that keep hundreds of millions of fans around the world buzzing.

The club’s brand identity and engagement teams, headed up by Barça Identity Director Paloma Mikadze and Fan Engagement Director Eric Serra, are responsible for the playful social media strategies, posts, and videos that keep fans supporting the club through their likes, comments, and reposts. They are the storytellers of FC Barcelona, and working together with Spotify’s own storytellers, like Partner Marketing Lead George Mead, they find new and unique ways to bring Barça players together with music’s biggest stars. (Who can forget ROSALÍA’s epic shirt reveal?) 

 

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Over the years, FC Barcelona has cultivated a deeply loyal fan following through its social media accounts, and since partnering with Spotify, it only continues to grow stronger. For the Record sat down with Paloma, Eric, and George to talk about their approach to fan engagement, how they get players into the mix, and insights into some of their most memorable campaigns.

No one can forget the incredible artist reveal with ROSALÍA on team kits ahead of an El Clásico match. Can you tell us a little about the process behind that campaign, as well as the results?

Paloma Mikadze: When passion and ambition come together, incredible things happen. That’s a philosophy we truly believe in, and the MOTOMAMI campaign underscores that. Our team makes extraordinary ideas come to life. Bringing sports and music together is wonderful, and we wanted fans around the world to feel and experience that fusion of culture. 

We built a strong journey around the hype phase to capture all the attention we were looking for before the reveal moment—we wanted all eyes to be on us, and that’s what we did. The ROSALÍA shirt reveal was a trending topic all over the world. Our content was being consumed by millions of fans, which multiplied the exposure of our brands around the world.  

 

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George: That was truly unforgettable! It helps when it coincided with a last-minute match winner to essentially secure the La Liga title, but that really exemplified why this partnership is the first of its kind.

After she featured on the shirt, searches for ROSALÍA on Spotify spiked significantly across the world. Barcelona, meanwhile, got roughly half a billion impressions on content with the singer’s MOTOMAMI logo across all club media channels.

Plus, a TikTok video featuring ROSALÍA remixing the club’s anthem, which was posted on Barcelona’s account to promote the campaign, has now amassed more than 86 million views, further illustrating how Barça have been able to leverage Spotify’s relationship with its artists to better target Gen Z.

How about Anitta’s playlist challenge during this summer’s preseason tour? 

Eric Serra: Can you imagine Anitta playing football, or Gavi, Pedri, Raphinha, and Balde recreating one of Anitta’s trendy dances? Maybe not, but this is where the team comes in to create remarkable content for the fans while achieving commercial goals simultaneously. Connecting all the dots is not easy, but when you have the players and artists on the pitch with big smiles during production, you know that the idea is good, and the content will perform very well.

 

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George: Again, that was a perfect example of seeing football and music come together in a way that aligned across the markets for both the club and the artist. Barça has such a massive following in the Latin American markets, so to be able to work with some of the biggest artists and celebrate their talents with those of the club was something that we really wanted to do for the preseason tour. The players loved it because it intersects with the music that they like to listen to, and we saw really good engagement across our own channels as a result.

The players are super active on social media. What’s behind their social strategy? 

George Mead: This has been a really fun aspect of our work with the club from the beginning. Working with current players and legends like Ronaldinho to create and share their favorite tracks, which motivate them on match days, in special Spotify playlists—as well as the opportunity for fans to Blend with players—has provided another way for fans to connect with the players via music. 

Paloma: We never miss an opportunity to bring the players into our social media plans. They’re generally aware of how crucial content is in today’s landscape, and we always try to propose innovative and fresh content so they can make the most of it. Highlighting their personality and qualities is key when we draw up our content strategy.

They take part in different ways—whether it’s trends, challenges, choreographies, interviews, or amplification from their own channels. We’d like to send a huge thank you to them for their proactivity and willingness to expose the Barça brand to the fullest. 

Eric: The approach to player activations is a perfect fit for them. We are providing the kind of content that they consume on social media, and the result is more authentic and engaging for the fans.

Eric Serra and Paloma Mikadze

How does your social approach help supplement the established futbol fan community? 

Paloma: It’s about being authentic and engaging at the same time. Fans have a very strong appetite for content and entertainment, but it’s not only about building strategies. It’s also about analyzing insights to readjust the approach and constantly innovating to meet expectations. We try to be one step ahead. Understanding how and why fans react and behave is the first step to establishing a fan community.  

George: As a member of that community myself, I know that that is one of the most engaged demographics out there in terms of social media. We believe that this partnership adds far more than just the Spotify logo across the Barça shirt, and I think we’ve seen from the results so far that we’re speaking to an audience that loves the crossover—and we’re excited to offer more with our projects in the future.

Eric: We don’t have customers, we have fans . . . and we focus on putting the Barça fans at the center of everything we do.

Have your social engagement plans changed at all since partnering with Spotify?

Paloma: Our plans have adapted rather than changed. We know our audience; we understand our fans and we constantly analyze the market. Innovation, flexibility, and insight extraction is essential in our day-to-day work. 

Our teams are persistently seeking new opportunities to elevate our partnership through content. We must be relevant in a landscape that offers infinite options, and joining forces with Spotify has been key. Creating strategies to leverage campaigns from a 360-degree point of view is crucial. Now, more than ever, we believe in reaching fans beyond football. 

Eric: I agree with Paloma; it’s not a redefinition, but rather a way to take advantage of the partnership. Thanks to them, we’re working on big campaigns with great artists like ROSALÍA, Drake, Anitta, Daddy Yankee, Ovy On The Drums, Piso 21, and more. However, without a previous entertainment and lifestyle brand mindset, it would be impossible to fully integrate the partnership into our day-to-day operations.

George: We’re always interested in the engagement and impressions that we’re getting from our campaigns, and what’s really been great is that these are major music marketing campaigns, but they’re still done with amazing value in terms of output. This club has a massive following around the globe, so we’ve definitely looked at that in markets that we’ve previously not reached to a greater extent.

 

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What are some fan engagement opportunities you see for this partnership going forward? 

George: I think there’s still so much we can do together with the club. Everyone at Spotify is really excited about the prospect of the Nou Camp being revamped into an entertainment hub as part of the club’s Espai Barça project. We see that as a really exciting opportunity for us.

What is the value of bringing artists and other creators into the Barça brand? 

George: I really think the value is felt through the global reach that this football club has. We’ve seen artists featured on our billboards around the Spotify Camp Nou and obviously our special-edition jersey takeover campaigns. That means they’re reaching new audiences that have previously been untapped for them.

Eric: Music and football, artists and players. If you blend all of these elements to create content and experiences, the primary beneficiary will be the fan. When you bring artists and creators together with players or the Barça brand, you’re merging different fan bases and organically amplifying the impact. Who wouldn’t wonder what happens when an amazing football player interacts with an incredible artist in the same room?

Paloma: Barça is more than a club. That’s the story we want to share globally, and it’s our inspiration. FC Barcelona is a local brand that’s eager to expand its values all over the world. There’s no better way to do that than with credible voices telling our story to specific niches. Our goal is to attract new audiences by amplifying our fan base and creating a solid, loyal relationship with future supporters. 

Check out the other stories in our “Playful” edition of Liner Notes to discover more ways we infuse energy, creativity, and delight into our products.

Celebrate the Sights and Sounds From an Unforgettable FC Barcelona US Preseason Tour

August 3, 2023

Earlier this month, FC Barcelona landed in the U.S. to kick off their preseason tour, get ready for another exciting season of football, and celebrate the second year of our partnership. Over the course of two busy weeks, Spotify and FC Barcelona brought the worlds of music and football together through matches and studio tours, as well as collaborations with artists and fans.

As soon as the FC Barcelona squad arrived in the U.S., we asked fans to help soundtrack the club’s summer adventure and vote on the 10 songs they’d love to see added to the Barça On Tour: US 2023 playlist, which features the players’ favorite tracks. We then invited Anitta and Fuerza Regida to have a little fun with us to determine which tracks made the final list. The iconic artists joined FC Barcelona’s players on the field, where they took part in a playful penalty challenge. Each song was represented by a penalty attempt, and whenever the ball hit the target, that song was added to the playlist. 

 

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And by the end of the evening, Anitta had even taught some moves and had the entire team dancing. 

 

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FC Barcelona then traveled to L.A.’s SoFi Stadium for a preseason match, attended by Daddy Yankee, Anitta, and Fuerza Regida. Other notable attendees who joined Spotify at the match include Sofia Richie-Grainge and Elliot Grainge, Noah Beck, Owen Wilson, Helen Owen and Zack Kalter, Jesus Nalgas, Diego Tinoco, and Jake Shane, as well as artists Kalan.FrFr and Austin Millz.

Spotify Reports Second Quarter 2023 Earnings

July 25, 2023

Today, Spotify announced our second quarter 2023 financial performance.

Spotify had a very strong quarter. We beat guidance and welcomed more users and subscribers than expected, with growth continuing to come from markets all over the world.

As we previewed on the Q1 earnings call, we expected to incur charges in the second quarter related to our ongoing efforts to become a more efficient and stronger business. These were excluded from the Q2 guidance we provided last quarter.

  • Monthly Active Users surged 27% to 551 million. Net additions of 36 million were 21 million ahead of guidance and represent an all-time high for the company. 
  • Subscribers grew 17% Y/Y to 220 million. Net additions of 10 million were 3 million ahead of guidance and represent the highest Q2 in company history. 
  • Total Revenue grew 11% Y/Y to €3.2 billion, in-line with guidance. 
  • Adjusted Gross Margin** finished in-line with guidance at 25.5% excluding charges related to our actions in the quarter to streamline operations and reduce costs.
  • Adjusted Operating Loss** of (€112) million was better than guidance, excluding charges related to our actions in the quarter to streamline operations and reduce costs.

Take a look at additional highlights below:

Interested in hearing more? Click here to review the full earnings release and listen to the webcast Q&A on our Investor Relations site here. And click below to check out a sizzle reel of audio trailers from a few of our recent original and exclusive podcasts. 

 

**Adjusted Gross Margin and Adjusted Operating Loss are non-IFRS measures. See Reconciliation of IFRS to Non-IFRS Results below for additional information.

Reconciliation of IFRS to Non-IFRS Results

Spotify’s Guide to the Best New Artists of 2023

February 3, 2023

Spotify Best New Artist Party in LA

Photo credit: Getty for Spotify

For the past seven years, Spotify has played host to an annual celebration of the very best rising stars in the game who’ve realized their dreams of receiving a coveted and well-earned nomination for Best New Artist. 

As a pioneer in music discovery and growth, we’ve long been committed to supporting emerging artists across all genres and sounds—from Latin and R&B to indie rock and pop—helping them amplify their stories and connect with new fans across the globe. This year’s 10 Best New Artist nominees—Anitta, Omar Apollo, DOMi & JD BECK, Muni Long, Samara Joy, Latto, Måneskin, Tobe Nwigwe, Molly Tuttle, and Wet Leg—reflect a diverse, genre-spanning group of artists whose singular voices and styles have captivated listeners all over the globe. 

And they all gathered last night at the Pacific Design Center in West Hollywood for some time on the red carpet, a bit of wining and dining, and an unforgettable evening celebrating the nominees’ global achievements in music. The evening featured breakthrough live music performances from all of this year’s dynamic contenders in the category, along with a special DJ set from CoCo & Breezy and a surprise set from DJ Pee .Wee, aka Anderson .Paak.

Spotify Predicts the Latin Grammys Nominees Who Could Win Big in 2022

November 15, 2022

On Thursday night, the Latin Grammys will make its return to Las Vegas to celebrate the artists and industry professionals who make Latin Music the global sensation it is today. With more than 50% of Spotify listeners streaming at least one Latin song per month—amounting to approximately 215 million users globally—this annual awards show features many of the most-streamed artists on the platform.

Leading the pack of nominees is Spotify’s most-streamed artist of 2020 and 2021, Bad Bunny, who has earned 10 Latin Grammy nominations on the back of his blockbuster album Un Verano Sin Ti. Rauw Alejandro and ROSALÍA have each been nominated in eight categories this year, and Christina Aguilera, Jorge Drexler, and Tainy follow closely with seven nominations each.  

When it comes to the big four awards—Record of the Year, Album of the Year, Song of the Year, and Artist of the Year—the competition is fierce. Any of the nominees could take home the coveted gilded gramophone. But we have a few predictions for who will nab the top awards this year. 

Record of the Year

Often confused with Song of the Year, Record of the Year honors the performing artist on the song as well as the producers, sound engineer, master engineer, and sound mixers. Among those nominated, Spotify data suggests that it’s going to be a close call between Bad Bunny’s “Ojitos Lindos,” KAROL G’s “PROVENZA,” and Anitta’s “Envolver,” all of which have generated millions of streams.

Album of the Year

It’s been a big year for both ROSALÍA and Bad Bunny, who are two of the hottest Latin artists of this generation and our favorites to take home this major achievement.

ROSALÍA’s album MOTOMAMI has been loved by fans across the world, but especially in cities like Mexico City, Santiago, and Madrid. With its futuristic visuals and catchy, genre-bending sounds, fans couldn’t get enough of her music (and even showed their support by getting “tattooed” at our album release event in March).

Meanwhile, Bad Bunny’s Un Verano Sin Ti has held the top spot on Spotify’s USA Chart for over 20 weeks. And the artist known as “El Conejo Malo” stayed true to his Puerto Rican roots, tapping a mix of rising and legendary acts from his home country to feature on his fifth album. This also marks Bad Bunny’s fourth nomination in this category. 

Song of the Year 

If Spotify streams are any indication, the winner for Song of the Year will come down to two widely loved tracks: KAROL G’s “PROVENZA” and Camilo’s “Indigo.” 

In 2021, KAROL G was Spotify’s most-streamed female artist globally. She currently sits among the top 50 most-streamed artists with more than 37 million monthly listeners. Inspired by the Provenza neighborhood in her hometown of Medellin, “PROVENZA” is nominated in multiple categories this year.

Also hailing from Medellin, Camilo is one of the most influential Latin artists, with five Latin Grammys to his name. And when it’s all said and done, it’s possible “Indigo”—a track about the birth of his daughter that also features his wife Evaluna Montaner—will earn him a sixth award. 

Best New Artist

With 10 nominees in the running, this category is packed with talent. But looking at our data, we think there are three artists in particular who could take home this award. 

Yahritza y Su Esencia have experienced a meteoric rise in 2022. Based out of Washington’s Yakima Valley, their unique brand of Mexican music has attracted nearly 4 million monthly Spotify listeners. 

Pol Granch also had a breakthrough 2022, reaching 6 million monthly listeners made up of fans from Spain, Mexico, Colombia, and Peru.

Silvana Estrada is the young Mexican singer-songwriter who was among the first artists featured on Spotify’s RADAR playlist when it launched in 2020. Her signature voice and emotional lyrics take listeners through feelings of love lost and found, sadness, and anguish.

RADAR artists continue to make an impact

Since the launch of our RADAR program in 2020, more than 50 Latin artists have been featured across our playlists. And over the last 12 months, these artists have collectively generated more than 2.5 billion streams and attracted more than 25 million followers.

But even more impressive, a number of Latin artists featured on RADAR have worked on some of the biggest tracks of the year, and their contributions are being recognized at the Latin Grammys. 

In addition to her nod for Best New Artist, Silvana Estrada’s album Marchita is up for Best Singer-Songwriter album award.

Ovy On The Drums, who was first featured on RADAR Andinos in 2020, is also nominated across several categories as a producer and songwriter. This includes Record of the Year (KAROL G’s “PROVENZA” and Sebastian Yatra’s “DHARMA”), Song of the Year (“PROVENZA”), and Best Urban Song (“DHARMA” and Becky G and KAROL G’s “MAMIII”).

And rounding out this list are Maria Becerra—whose album Animal is nominated for Best Urban Music Album—and Trueno—whose song “Dance Crip” is nominated for Best Rap/Hip-Hop Song. 

Along with these four artists, there are eight other RADAR artists who have been nominated for Latin Grammys in previous years: GIULIA BE, Lasso, Boza, Humbe, Covi Quintana, Los Dos Carnales, Nathy Peluso, and LOUTA.

The party kicks off at Casa Spotify

Given that Latin music streams on Spotify have grown more than 1,000% over the last seven years, November 17 is sure to be a big night. And that’s why we’re also hosting our Casa Spotify experience in Las Vegas.

Open today and tomorrow, Casa Spotify celebrates the achievements of the nominees and those who have pushed Latin music forward. It will also serve as an oasis for invited guests to network and collaborate, with a private room for listening sessions and meetings, a content capture studio, and additional photo-worthy areas throughout the space.

We’ll be sharing more from Casa Spotify as the week unfolds, so stay tuned and check back for the latest happenings. 

Looking for more of the hottest tracks from top Latin artists? Press play on our flagship playlist, Viva Latino:

 

Audio Connects Us All in Spotify’s Newest Campaign, ‘Listening Together’

May 7, 2020

What are you listening to right now? Whatever it is, chances are you’re not the only one. Every moment, more than 30,000 people around the world press play on the same song on Spotify. Suffice it to say, listening connects us, even when we aren’t expecting it. Now, through our new global campaign, “Listening Together,” we’re celebrating audio’s unique power to unite us—even when we’re apart.

Whether you’re streaming pop, hip-hop, or opera, the initiative highlights the power of audio to bring us closer together through a visualization-based microsite, artist-influenced Together With playlists, and more.

Listening Together Microsite

Back in 2014, media artist Kyle McDonald had a great idea to find the “serendipity” of two listeners pressing play on the same song within moments of each other. Fast forward seven years to today, and Spotify has hundreds of millions of listeners around the world pressing play on the same song within the same moment. The connections are exponential, and with our new microsite, we’re visualizing those serendipitous clicks and taps in a real-time way like never before.  

Say multiple people hit play on “Imagine,” or “Bored in the House.” A virtual, rotating 3D map of Earth will display the track name, as well as the country and city where the connection is happening. And you’ll be there to watch as the connection happens, and which track brought them together at that very moment. 

Want to see for yourself? Check out the Listening Together microsite here to watch in real time as fans around the world listen to the same track, at the same time.

Listening Together With Playlists 

During this time, we’ve also enlisted the help of artists like Selena Gomez, Lil Yachty, and Dolly Parton to share the music and podcasts that are soundtracking their days. Our new Listening Together With playlists feature these artists, as well as Lennon Stella, Anitta, Grimes and others sharing commentary about what they are currently listening to. Here’s a sample of what each artist had to say about what they’ve been streaming, and why.

“Listening to music brings me such hope and joy even during these hard times.” — Dolly Parton

 “I’ve been listening to kind of down-tempo vibes while I game.” — Lil Yachty

“I’ve been listening to an eclectic mix of classics and current music while feeling inspired to cook new dishes.” — Selena Gomez

We’re constantly adding new playlists from your favorite artists and creators. This week, check out Alicia Keys’ “Cooking Together” playlist for her favorite nourishing tracks.

Whether in good times or challenging ones, Spotify believes in the limitless power of audio. Our hope is that these playlists will allow listeners to forge a common bond with people around the world who are also using audio to stay connected.

Check out how people are Listening Together on the new microsite, or stream our flagship Listening With playlist. 

Anitta and Spotify Light Up Miami with Festa Kisses Fan Experience

June 21, 2019

Touting more than 16.5 million monthly listeners on Spotify, Anitta is a force to be reckoned with in Latin music.

On June 18 in the heart of Miami’s booming Wynwood district, Spotify and Anitta came together for Festa Kisses, a one-night extravaganza that gave Anitta’s biggest fans the opportunity to glam up and get down like the Brazilian queen. Featuring an intimate surprise performance, fans were given the chance to customize their own Anitta look with everything from make-up to wigs to props and more.

“Spotify and I shared a vision to create an empowering experience that brought the spirit of transformation and self-love to life for fans,” said Anitta. “The result was Festa Kisses. I hope fans came out and saw how amazing they are as they looked in the mirror. My styles are just a little nudge of inspiration, and I’m grateful that Spotify gave me the opportunity to host this amazing event.”

Through events like Festa Kisses, Spotify is helping to further connect artists and fans. Because, no matter how loud the beat of the music, the heartbeats of the fans are just as strong.

Check out shots from the night below: