Tag: behind the business

Spotify and NIVA Partner to Support Independent Venues Across the US

April 15, 2026

For many artists, independent venues are where music careers begin and fan communities take shape. Independent venue operators work hard every day to keep local scenes thriving as they navigate a rapidly evolving live music landscape. They deserve greater visibility and support, and with our latest partnership we’re helping to amplify their impact. 

Today, Spotify and the National Independent Venue Association (NIVA) are announcing a year-long partnership designed to support independent live music across the U.S. Throughout 2026, we’ll use our resources to help independent venues—and the artists who perform there—thrive.

“Independent venues are the heartbeat of live music,” said Rene Volker, Senior Director, Live Music, Spotify. “They’re where artists take risks, build devoted communities, and where fans discover what they’ll love for the rest of their lives. This partnership with NIVA is about making sure Spotify’s platform, editorial, and product capabilities are working in direct service of that ecosystem. We’re here for the long game.”

“Independent stages are where every artist gets their start and where nearly 200 million fans a year experience the joy of music, comedy, and performance,” said Stephen Parker, Executive Director, National Independent Venue Association. “NIVA’s Certified Live Independent is a seal that shows the sacrifices and ingenuity that goes into keeping their venue or festival independent. We’re grateful that Spotify is elevating that seal and independent stages on their platform to allow millions of fans to experience the magic of these spaces.”

Here are a few things independent venues, fans, and artists can look forward to.

Amplifying independent events

Together with NIVA, we’re helping fans discover more independent shows on Spotify. That includes boosting visibility for independent venues through features like venue pages and the Live Events Feed, making it easier to find and show up for the shows that keep local scenes thriving.

Monthly playlist spotlights

This summer, we’re launching the Independent Booker Spotlight playlist series, the first editorial partnership of its kind for Spotify’s live music team—celebrating the people shaping independent live music behind the scenes.

Each month, NIVA will select an independent booker to create a playlist with Spotify’s editorial team, spotlighting the people who help keep the lineups at independent stages fresh across the country.

Recognizing independent venues

NIVA’s Certified Live Independent seal marks the independently owned venues that are the backbone of live music—the places where artists grow and fans find their people. The seal is designed to enhance the quality and sustainability of independent live performance, while preserving the authentic and unique spirit that defines these cultural hubs. By displaying this seal on venue pages on Spotify, we’ll surface and recognize the independent venues that are essential to how music grows—giving them visibility on the platform that reflects their importance to the ecosystem.

Investing in the future of live music

We believe in supporting artists throughout their careers, and that includes investing in the venues that anchor both early growth and long-term community building. This partnership is one part of our broader commitment to live music, recognizing that unforgettable performances happen on stages big and small. 

This partnership goes beyond just sponsorship. We’re making a commitment to supporting independent live music through visibility, recognition, and reinvestment—from venue amplification and event discovery to spotlight programs and live events.

Spotify has supported the independent venue community for years, including by contributing $500,000 to the #SaveOurStages fund and, more recently, by launching the ability for fans to follow venues directly on Spotify—bringing independent clubs into the same discovery ecosystem as major arenas. Today’s announcement is the next step in that work.

New Year, New Jobs, Renewed Commitment

January 12, 2026

Spotify’s new co-CEOs, Alex Norström and Gustav Söderström, start off the new year with a message of renewed leadership, creative responsibility, and what’s ahead for the brand.  

2025 was a massive year for this company. Now that it’s January, we go again. And we, of course, have new job titles. For us, this is less a fresh start and more a continuation of the Spotify journey we’ve been on for the last 15+ years. As January is a natural time for reflection, we thought it would be helpful to share some thoughts with you all.

Spotify turns 20 this year, and we’ve been fortunate to grow alongside the company. We joined in 2009 and 2011, respectively, when the world—and our hairstyles—looked a little different:

One thing has remained constant: music. It is central to the Spotify experience and foundational to our work. Music—and the artists, songwriters, and partners who create it—connects people across cultures in ways that are rare, and that responsibility guides our decisions.

What has changed, and will continue to change, is the music industry itself. Twenty years ago, it stood at an inflection point, overshadowed by piracy and in decline. Spotify emerged with a bold new approach, and today, artists around the world are finding fans and building careers at an unprecedented scale.

Spotify was founded on the belief that technology should solve real problems for the arts and its communities. Today, we support a global ecosystem of artists, creators, and authors across 184 countries. The challenges evolve, but our commitment to meeting them never wavers.

So. As we begin 2026, here’s what’s top of mind:

1. No Regrets 

Our aim is to build a product that leaves people feeling better at the end of every session. Whether it’s discovering a new favorite song, catching up on a podcast everyone will be talking about, or spending hours immersed in an audiobook, time on Spotify is worthwhile. Curating a playlist for someone you care about takes intention. Listening deeply takes dedication. When you choose to invest that energy, it should feel rewarding. That’s what we design for, and it all starts with the music, stories, and books you discover on Spotify. We know there’s more we can do to deliver on this promise, which brings us to… 

2. More Control 

We’re in the early days of a new technological era, but at Spotify, AI isn’t about automation or taking your hands off the wheel; it’s about agency. Driven by personalization, there isn’t just one Spotify—there are nearly three-quarters of a billion, each shaped by the listener behind it. Our focus is giving people more control over their experience. Through features like Prompted Playlist, DJ requests, and Mixing, technology works with your taste, opening up the world’s creativity while staying true to who you are.

3. A Creative Catalyst for Art 

We believe Spotify is most impactful when serving as a catalyst for innovation, acting as the R&D arm across the creative ecosystem. Over the past year alone, we shipped more than 50 major platform improvements, reached new highs in both users and subscribers, and paid out record amounts to the music industry. Our momentum only matters if it helps artists, authors, and creators succeed, and grows the pie for everyone. We stay focused on the work and the impact we have: continually refining the tools that help artists, authors and creators reach and grow their audience, earn from their work, and help fans discover and enjoy what they create.

4. One Team 

People often ask us what makes Spotify different. The answer is simple: our people. A global team of music, podcast, book, and technology fans who show up every day to deliver for users, creators, and partners alike. Together, we imagine new possibilities, take on hard challenges, and keep pushing to do better and move faster.

Twenty years in, our business has momentum, our growth is strong, and our purpose is clear. We’re here to unlock the world’s creativity. A new year is underway. Let’s get to work.

A Conversation With Spotify’s New Chief HR Officer, Anna Lundström

May 14, 2025

At Spotify, we believe that our incredible bandmates (that’s what we call our team) are the driving force behind our success. Longtime Spotifier Anna Lundström, recently named our Chief HR Officer, aims to build upon a strong legacy of employee experience.

Anna oversees all aspects of Spotify’s human resources, guiding the people strategy that supports more than 7,000 bandmates representing the more than 180 markets we serve. She’s been with Spotify since 2016 and has worn a few different HR hats, most recently heading up HR for our business teams. Before joining Spotify, she held HR roles at Nasdaq and Teracom.

For the Record sat down with Anna to learn more about what makes her tick—everything from building a workplace that’s all about new ideas and being kind to each other to her favorite running tunes.

You’ve been with Spotify for nearly a decade. How has the company evolved? What’s always remained true at our core?

Spotify is always changing and improving, and that, together with all our talented people, is a big part of what keeps me here. It’s true that change really is the only constant. We have evolved from being a great product to now proving we are a great business as well, but we’re just getting started. Our team reflects the growth and changes of our company and bandmates, the industries and countries we operate in, and the creators we support. And we are playing to win!

Creativity is infused into everything we do, and that applies to how we approach our employee experience. It’s what has led to our global benefits offering and our Work From Anywhere initiative, how we embed AI into our product and our workplace, and the introduction of Core Weeks, to name a few.

While a lot of things look different today than 10 years ago, at our core, we remain rooted in hard work, pushing for greatness by always being better than yesterday, and creating an environment where people stay passionate about our journey—and have a lot of fun along the way.

What are some of your goals and top priorities in your new role?

We pride ourselves on having some of the most creative minds in the business, and my top priority is to continue nurturing this. We have to keep evolving the band experience, reflecting not only where we are as a company but where we aspire to go. This means setting bandmates up for success by opening new doors to explore creativity and deliver tangible impact, whatever your role.

To me, aligning our people strategy with product and business goals is key for a sustainable and genuine people experience. That’s why ensuring AI is a key focus across the organization is also a top priority. AI and machine learning have been part of our platform for years, and now we’re focused on embedding that more deeply in our daily work across our entire organization—from engineers to marketers to HR business partners.

Finally, enabling benefits for a sustainable workforce by championing initiatives focused on health and well-being is also a priority for me and my team.

How would you describe Spotify’s company culture? 

Culture is something that’s always evolving. I see it like this: Our culture is built on giving our bandmates runway to exercise good judgment and move fast wherever they sit, whatever their title. We have a fun—and dare I say unique—creative environment where we empower and inspire people to do the best work of their careers. And it’s a place where you can untangle tiny knots to solve big problems.

What piece of advice do you always share with new bandmates?

I say to new bandmates what I say to my children and what I live by: Be kind and treat others how you want to be treated. 

I also encourage all bandmates, not just newcomers, to focus on the job at hand. Spotify is a fast-paced and ever-changing company, and you need to be relentlessly focused and not get lost in the millions of other exciting things happening at the same time. Then, once you have delivered on that task, say yes to new challenges and to solving new problems that come your way, regardless of how complex or difficult they may seem.

It’s easy to fall into the trap of the “gravity of mediocrity” in our day-to-day work and let comfort and routine inhibit creativity. Spotify is what it is because of our relentless commitment to innovation and best-in-class work across the company. So fighting against that routine and challenging the norm is invaluable to our mission, no matter what team someone is on or what their title is.

What’s on your playlist at the moment?

Right now, I’m inspired by legendary songwriter Diane Warren, who recently joined us for one of our exclusive Listening Lounge fireside chats for bandmates in New York City. Diane is tied for the most No. 1 songs written by a sole songwriter in Billboard history, so we were beyond honored to welcome her for this special event.

I’m also an avid runner and love Spotify’s Running Club playlist for my 6K [3.7 miles] run on the weekends.