This year, Spotify celebrates the five-year anniversary of EQUAL, our global program dedicated to advancing equity for women in audio. We recently marked the milestone by launching EQUAL: The Podcast, creating an intimate space for women artists to share their stories.
In Latin America, the anniversary has taken shape as a unified regional movement, with Spotify hosting on-the-ground events that brought together artists and industry leaders to forge connections and spark conversations about the future of women in music. The celebration also included the release of Chilean-Mexican artist Mon Laferte’s Spotify Session, the first to be produced entirely by women.
EQUAL has already made a significant impact across the region, supporting more than 200 ambassadors who have collectively generated over 17 billion editorial playlist streams. From Mexico’s Julieta Venegas to Argentina’s María Becerra, Colombia’s ARIA VEGA to Brazil’s Julia Mestre, the program continues to amplify women artists, songwriters, and producers driving Latin music forward.
Here’s a look at how EQUAL Day events unfolded across Argentina, Colombia, Mexico, and Brazil this March.
Argentina
In Buenos Aires, EQUAL took over Casa Spotify for a two-day event that brought together nearly 800 women from across the industry. Highlights included a standout panel featuring Argentine pop star Lali alongside EQUAL ambassadors BLAIR and BB ASUL, live performances from BLAIR and Yami Safdie, a financial empowerment session led by Sabri Castelli of Mujer Financiera, and a live taping with the creators of the En Teoría podcast.
In partnership with the digital outlet HISPA, Spotify also captured exclusive interviews with Yami, BLAIR, and BB ASUL to further amplify their voices.
The world is listening to Latin America. The region’s artists are consistently setting the tempo for global music culture, and to celebrate this creative influence, we’re launching Spotify Sessions, a new video project that puts artistry first.
Spotify Sessions are crafted by a unique trio: a lead artist, a music director, and a visual director working as a single creative unit. The result is a five-track video EP that reimagines an artist’s songs through a distinct visual performance, combining sound and vision in a unique way for fans.
Spotify Sessions are part of Spotify’s music video experience, available to Premium subscribers in our beta markets. In Brazil and Colombia, music videos are also available to Free listeners.
Creative trios, complete freedom
Instead of adapting to a preset format, Spotify Sessions are built on creative freedom. Artists and their handpicked teams shape every aspect of the session, from musical arrangements to visual concepts. Some sessions happen on a stage, others in unexpected spaces, but every performance is designed to be true to the artist’s creative world.
This project builds on the momentum of music videos on Spotify, which have already strengthened the connection between artists and fans across Latin America. It’s a format designed to celebrate experimentation and reflect the cultural shifts happening across the region.
“‘X-TRA’ is a message to those who listen to me: Let’s learn to nourish our souls with what’s organic and natural,” said Crudo about the previously unreleased song he performed. “Always choose what’s good for your health—both spiritual and physical. I chose ‘X-TRA’ because it was the perfect time for it to come to light.”
“We took five songs and transformed them into other musical genres — which was challenging for me. I’m very happy that, among so many talented artists, I was chosen to represent my genre, sertanejo,” said Ana Castela. “It’s also a chance to unite music in Latin America and reach other countries. It’s another way to show Brazilian power.”
The electronic music duo RØZ collaborates with music directors COASTCITY and visual director Humainleau(Jonathan García).
“Mexico is one of the most powerful cultural markets in Latin America, driving local talent that’s rewriting the rules,” said Manolo Cabrera and Hugo Lara of RØZ. “Our Spotify Session becomes a reflection of the country’s vibrant creative evolution, where we aim to build a deep connection here and around the world.”
“Sharing this Spotify Session with Burna Boy was incredible,” said KayBlack. “We collaborated, exchanged ideas, and were warmly welcomed. I hope everyone feels the vibe we put into these songs and absorbs the message we want to convey.”
“We wanted to show everything Peces Raros can be: rock, electronic, at times more song-driven, a bit of jam,” said Lucio Consolo and Marco Viera of Peces Raros. “And something we really wanted people to notice is that the Session is performed completely live—no pre-recorded elements, no edits, no cuts.”
A platform for the next generation
Spotify Sessions represent our continued investment in video and our direct collaboration with the artists and creatives contributing to the next wave of Latin music.
“With video on Spotify, we’re giving users the opportunity to discover music in a bigger way,” said Mia Nygren, General Manager, Latin America, at Spotify. “Spotify Sessions are developed to surprise fans and give the artists behind them a format where they can truly express themselves. Celebrating Latin American music and creativity through this new experience is an honor and an important part of our work to support the next generation of stars coming from this part of the world.”
La cumbia forma parte del día a día de los argentinos desde siempre, y su popularidad en Spotify no para de crecer. Hoy se consolida como el género más escuchado del país, con Buenos Aires al frente del ranking mundial de oyentes de cumbia.
Desde 2020, las reproducciones de cumbia local aumentaron un 237%, superando a otros géneros latinos populares como el reggaetón (+79%) y la bachata (+155%). En 2023, la cumbia volvió a crecer un 73%, impulsada por Ke Personajes, que se convirtió en el primer artista de cumbia en encabezar la lista de los más escuchados del país. El impulso continuó en 2024, con un aumento adicional del 15%.
Hoy, siete de cada diez usuarios de Spotify en Buenos Aires escuchan cumbia. El pico de reproducciones se da al mediodía, acompañando el clásico “asadito cumbiero,” una reunión informal con amigos y familia. Las reproducciones también se disparan en diciembre, cuando la cumbia se convierte en la banda sonora de las fiestas argentinas.
Un sonido que no para de evolucionar
La historia de la cumbia en Argentina es una historia de reinvención constante. En los años 80 y 90, florecieron los estilos tropical y santafesino, con referentes como Los Palmeras, Grupo Sombras, Los Charros, Antonio Ríos, y Gilda.
Los 2010 y la década siguiente trajeron los bailes virales, la cumbia turra y Cumbia 420, marcada por la fusión de géneros: L-Gante, La Joaqui,DJ Tao y Cazzu mezclan la cumbia con el trap y el reggaetón, mostrando la versatilidad del sonido argentino.
La banda sonora cumbiera de hoy
La cumbia domina hoy tanto las playlists como los rankings. En 2025, algunos de los temas de cumbia más escuchados en Argentina incluyen:
Cumbia has long been woven into daily life in Argentina, and its popularity on Spotify continues to grow. The genre now stands as the country’s most-streamed sound, with Buenos Aires leading the world in cumbia listening.
Since 2020, local cumbia streams have surged by 237%, outpacing other popular Latin genres like reggaetón (+79%) and bachata (+155%). In 2023, cumbia grew another 73%, led by Ke Personajes becoming the first cumbia act to top the country’s most-streamed artist list. The momentum continued in 2024 with an additional 15% increase.
Today, 7 out of 10 Spotify users in Buenos Aires listen to cumbia. Midday is the genre’s peak listening time, often providing the backdrop for the city’s signature “asadito cumbiero,” an informal barbecue gathering with friends and family. Streams also spike in December, when cumbia becomes the soundtrack to Argentina’s holiday season.
The 2010s and beyond brought viral dances, cumbia turra, and today’s Cumbia 420 and genre crossovers—thinkL-Gante, La Joaqui,DJ Tao, and Cazzu blending cumbia with trap and reggaetón.
Today’s cumbia soundtrack
Cumbia now dominates both playlists and charts. In 2025, some of the most-streamed cumbia tracks in Argentina include:
Latin America’s love for scripted audio is about to get a thrilling new chapter. Following the success of series like Caso 63 and Número Oculto, Spotify has teamed up with leading Argentinian production company Kuarzo to bring even more captivating audio fiction to listeners.
The partnership’s first offering is DIAL, a gripping Spanish-language podcast created by Número Oculto author Charly Wasserman. DIAL explores the limits of reality and the unknown, following Renzo (Luciano Rosso), an electrician who lives life trapped between routine and the ghosts of his past. When an enticing economic offer comes his way, Renzo accepts a late-night job to repair an old radio, only to discover that he has been summoned by a mysterious cult.
The six-episode series is now available exclusively on Spotify, featuring immersive sound design and first-class performances by renowned Argentine actors Maite Lanata, Cristina Banegas, Paula Grinzspan, Ariel Pérez De María, and Ernesto Claudio.
“We’re thrilled to collaborate with Kuarzo to boost fiction podcasts in Argentina,” said Nacho Gil, Spotify’s Head of Podcast & Marketing in Latin America. “Working hand in hand with local creators reinforces our commitment to offer quality content to our users leveraging Argentina’s great storytelling talent.”
This collaboration marks an exciting entrance into the audio realm for Kuarzo, known for producing popular entertainment programs and fiction series for television.
“This partnership with Spotify represents an opportunity to produce high-quality fiction with global impact,” said Matías Kweller, Kuarzo’s Innovation Director. “We’re very excited to be able to enter this new format that we find attractive and organic for our company.”
Dare to challenge your destiny? Start streaming DIAL on Spotify.
Spotify is dedicated to amplifying and celebrating the incredible contributions of all artists and creators worldwide. As part of that commitment, on March 6 we teamed up with Billboard to host the first-ever Women in Music Executive Honoree Reception, an intimate gathering in Los Angeles.
The evening served as a pre-celebration for the magazine’s annual Women in Music event on March 29, which recognizes top artists, creators, producers, and executives for their contributions to the industry.
As summer in Argentina comes to a close, the music coming out of the South American country has been a vibrant reflection of its rich cultural diversity. From beginning to end, Spotify has been the go-to platform for discovering and enjoying the hottest hits of the season, whether it’s the infectious beats of reggaeton to the catchy rhythms of cumbia to the enduring energy of the local rock scene.
And though the track generated more than 10 million streams over the past three months, competition for the song of summer crown was fierce. “Parte & Choke” by Alex Krack, Jombriel, and Jøtta, and “Olvidarte” by Emilia and Gordo, followed closely in second and third places with more than 9.3 million and 9 million streams, respectively.
Our Wrapped 2024 data from Argentina in 2024 revealed that the most-streamed artists of last summer ended up being the most-streamed of the entire year. With “Amor de Vago” emerging as Argentina’s song of summer in 2025, could it also become one of the country’s biggest hits this year?
Tropical beats on full blast
While Argentina’s most-streamed songs of summer 2025 showcase the popularity of reggaeton, cumbia, RKT, and national rock on Spotify, streaming trends also highlighted emerging local genres.
Unlike 2024, when cuarteto dominated as the most-listened-to genre, the biggest trend in early 2025 has been guaracha. The electronic genre—which fuses Latin, electronic, and urban influences—has seen a 47% increase in streams compared to last summer.
Tracks like “FASHONISTA” by Martinwhite and “El Mundo es Tuyo” by NEMJ—featured in our Guaracha 2025 playlist—have helped elevate this genre to mainstream levels of popularity, particularly among Gen Z listeners—their searches for the genre increased by an astonishing 300%.
Top 10 most-streamed songs of summer 2025 on Spotify Argentina
For listeners in Argentina, summer was also the perfect time to dive into new podcasts, explore fascinating stories, engage in thought-provoking conversations, and enjoy endless entertainment.
With a wide range of topics and styles available, Argentinian creators have undoubtedly added a special touch to sunny days and starry nights. From discussions on neuroscience, like the summer hit Creo lo que Creo, to stories about summer love such as Manual para sobrevivir a la solteria, and reflections on life itself like those in Almendrada Podcast, there was something for everyone.
Top 5 recommended podcasts of summer 2025 on Spotify Argentina
Apoyar a los artistas emergentes está entretejido en el ADN de Spotify, y estamos ampliando ese compromiso trayendo nuestro concurso musical “Mi Primer Escenario” a Argentina por primera vez.
Tras un exitoso lanzamiento en México, que vio a la estrella en ascenso Mia Salinas subir al escenario de MEXCLA Spotify, “Mi Primer Escenario” ahora ofrece a los artistas argentinos en ascenso la oportunidad de mostrar su música y conectarse con los oyentes de una manera totalmente nueva. Los fans locales podrán votar por sus concursantes favoritos directamente a través de la aplicación de Spotify y ayudar a lanzar la próxima gran carrera musical argentina.
¿El gran premio? Actuar en el Quilmes Rock, uno de los mayores festivales de música rock de Argentina, junto a grupos legendarios como Los Piojos, Andrés Calamaro, Miranda!, Babasónicos, y Los Auténticos Decadentes. El festival se celebrará en Tecnópolis (Buenos Aires) los días 5 y 6, 12 y 13 de abril. Además, el ganador se llevará la portada de la playlist Top Verano 2025 de Spotify.
“El rock nacional sigue dejando su huella en Argentina, y con la nueva ola de artistas emergentes, el género continúa evolucionando y trascendiendo generaciones”, dijo Carolina Martin, Artist & Label Partnerships Lead, Cono Sur de Spotify. “Como parte de nuestra misión de apoyar el talento local, lanzamos este concurso para darles a los participantes la oportunidad de mostrar su música al mundo y debutar en uno de los festivales más icónicos del país, de la mano de su plataforma de audio favorita.”
¿Listo para rockear? Acá tenés cómo participar:
Fase 1: del 4 al 11 de febrero
Graba un vídeo de entre 30 segundos y 2 minutos interpretando una canción original de rock, indie o pop-rock. Subilo a TikTok con el hashtag #SpotifyMiPrimerEscenario. (Asegúrate de tener todos los derechos sobre la canción.) Las 20 entradas con más comentarios pasarán a las semifinales.
Fase 2: del 19 al 28 de febrero
El equipo de Spotify seleccionará 10 finalistas en base a su afinidad con el cartel del Quilmes Rock. Estos artistas aparecerán en una lista de reproducción especial de Spotify, donde los usuarios de Argentina podrán votar por sus favoritos utilizando una nueva herramienta in-app (sólo para móviles). El artista o banda con más votos ganará.
Para votar, sólo tenés que abrir la lista de reproducción y escuchar la canción del artista que querés apoyar. Al final de la lista de reproducción, verás la opción de votar. Los usuarios gratuitos podrán votar una vez al día durante el periodo de votación, mientras que los usuarios Premium tendrán tres votos al día.
Fase 3: del 5 de marzo al Quilmes Rock
Anunciaremos el ganador el 5 de marzo, y aparecerán en la portada de la lista de reproducción Top Verano 2025 de Spotify durante la semana siguiente. Luego harán su debut en un festival con un set de 30 minutos en el Quilmes Rock en abril. Además, los 10 finalistas se agregarán a una lista de reproducción editorial de Spotify separada.
Requisitos para los artistas
Ser mayor de edad, de nacionalidad argentina y residente en la República Argentina.
Estar disponible para viajar a Buenos Aires para actuar en el evento.
Tener un perfil activo en Spotify con al menos 6 canciones originales, y al menos 2 canciones subidas en el último año. Además, debes tener menos de 50K oyentes mensuales.
Tener una cuenta de TikTok activa e incluir un enlace a tu perfil de artista de Spotify en tu biografía.
Supporting emerging artists is woven into Spotify’s DNA, and we’re amplifying that commitment by bringing our “Mi Primer Escenario” (My First Stage) music contest to Argentina for the first time.
Fresh off a successful launch in Mexico, which saw rising star Mia Salinas take the stage at MEXCLA Spotify, “Mi Primer Escenario” now offers up-and-coming Argentine artists the opportunity to showcase their music and connect with listeners in a whole new way. Local fans will be able to vote for their favorite contestants directly through the Spotify app and help launch the next big Argentine music career.
The grand prize? A performance slot at Quilmes Rock, one of Argentina’s largest rock music festivals, alongside legendary acts including Los Piojos, Andrés Calamaro, Miranda!, Babasonicos, and Los Auténticos Decadentes. The festival takes place at Tecnópolis in Buenos Aires on April 5 and 6, and April 12 and 13. The winner will also snag the cover of Spotify’s Top Verano 2025 playlist.
“National rock continues to leave its mark in Argentina, and with the new wave of emerging artists, the genre continues to evolve and transcend generations,” said Carolina Martin, Spotify’s Artist & Label Partnerships Lead, Southern Cone. “As part of our mission to support local talent, we launched this contest to give participants the chance to showcase their music to the world and debut at one of the most iconic festivals in the country, hand in hand with their favorite audio platform.”
Ready to rock? Here’s how to participate:
Phase 1: February 4 to February 11
Record a video (30 seconds to 2 minutes) of you performing an original rock, indie, or pop-rock song. Upload it to TikTok with the hashtag #SpotifyMiPrimerEscenario. (Make sure you have full rights to the song.) The 20 entries with the most comments will advance to the semifinals.
Phase 2: February 19 to February 28
The Spotify team will select 10 finalists based on their affinity with the Quilmes Rock lineup. These artists will be featured on a special Spotify playlist where users in Argentina will be able to vote for their favorites using a new in-app tool (mobile only). The artist or band with the most votes wins!
To vote, simply open the playlist and listen to the song of the artist you want to support. At the end of the playlist, you’ll see the voting option. Free users will be able to vote once a day during the voting period, while Premium users will get three votes per day.
Phase 3: March 5 to Quilmes Rock
We’ll announce the winner on March 5, and they’ll be featured on the cover of Spotify’s Top Verano 2025 playlist for the following week. Then they’ll make their festival debut with a 30-minute set at Quilmes Rock in April. Additionally, all 10 finalists will be added to a separate Spotify editorial playlist.
Eligibility requirements for artists
Be of legal age, of Argentine nationality, and a resident of the Argentine Republic.
Be available to travel to Buenos Aires to perform at the event.
Have an active Spotify profile with at least six original tracks, and at least two tracks uploaded in the last year. Additionally, you must have fewer than 50K monthly listeners.
Have an active TikTok account and include a link to your Spotify artist profile in your bio.
In Argentina, rock music has long been a powerful force shaping the country’s cultural and political landscape. Over the past year, however, a new generation of talent has emerged, breathing fresh life into the local rock scene—and younger fans are all ears. In fact, 60% of Gen Z users on Spotify in Argentina have listened to Argentine rock this year, embracing classic hits and newer sounds alike.
To honor both the pioneers and the next wave of Argentine rock, we’re launching a trio of Spotify Singles—each one a unique reimagining of an iconic track that highlights the evolution of the genre. Featuring rapper Dillom, rock band Airbag, alt rock singer-songwriter Marilina Bertoldi, and electro-pop artist Juliana Gattas, this series bridges the past, present, and future of Argentine rock.
These Spotify Singles not only spotlight Argentina’s rising stars but also pay tribute to a genre that has shaped the country’s cultural identity. We’re proud to provide a platform for Argentine rock to continue flourishing across generations.
En los últimos años hemos sido testigos del surgimiento de talentos innovadores procedentes de focos culturales de toda América Latina. Impulsados por el poder del streaming, los ritmos latinos están cambiando el ritmo de la música mundial y Argentina es el hogar de varios de estos como María Becerra y Bizarrap, quienes están rompiendo barreras y llevando su música a fans de todo el mundo.
En Spotify, estamos comprometidos a elevar a los artistas argentinos a la escena global, y ahora, estamos orgullosos de presentar Casa Spotify Buenos Aires, un nuevo espacio para creadores argentinos ubicado en el corazón de la escena artística de la ciudad.
Un lugar para que los creadores perfeccionen su oficio
Este espacio vibrante reunirá a artistas, productores, podcasters y fans durante todo el año, ofreciendo un entorno único para la inspiración, el crecimiento y la colaboración. Con un estudio de podcast, salas de escucha, un espacio de presentaciones acústicas y mucho más, Casa Spotify Buenos Aires es el lugar donde cada visitante puede encontrar su voz.
“En Spotify, creemos firmemente en el poder de la música para conectar a las personas y fortalecer comunidades, y Casa Spotify es el espacio ideal para eso”, destacó Belen Dantas, Marketing Manager SOCO de Spotify. “Este espacio no solo brinda a los artistas y creadores una plataforma para compartir su creatividad, sino que también permite a los oyentes descubrir y disfrutar de una variedad de experiencias y conexiones significativas, fomentando un sentido de pertenencia dentro de nuestra comunidad global”.
Recent years have seen the emergence of groundbreaking talent from cultural hot spots across Latin America. Propelled by the power of streaming, Latin beats are reshaping the rhythm of global music. Argentina is home to a number of these artists, with hitmakers like Maria Becerra and Bizarrap breaking down barriers and bringing their music to fans around the world.
At Spotify, we’re committed to elevating Argentine artists to the global stage. And now, we’re proud to present Casa Spotify Buenos Aires, a new space for Argentine creators located in the heart of the city’s art scene.
A place for creators to hone their craft
This vibrant space will bring artists, producers, podcasters, and fans together year-round, offering a unique environment for inspiration, growth, and collaboration. With a podcast studio, listening rooms, an acoustic performance space, and more, Casa Spotify Buenos Aires is where every visitor can find their voice.
“At Spotify, we firmly believe in the power of music to connect people and strengthen communities, and Casa Spotify is the perfect space for that,” said Belen Dantas, Marketing Manager for Spotify’s Southern Cone region. “This venue not only provides artists and creators with a platform to share their creativity but also allows listeners to discover and enjoy a variety of meaningful experiences and connections, fostering a sense of belonging within our global community.”
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