Tag: culture

Spotify and Severe Nature Bring Afrobeats Culture to Life Through Fashion

October 6, 2025

Last week in Lagos, the lines between music and fashion blurred in electrifying new ways. Afrobeats: Culture in Motion—a bold collaboration between Lagos-based streetwear brand Severe Nature and Spotify—transformed the Greasy Tunes Cafe into a multisensory celebration of African creativity. The immersive showcase brought together sound, style, and storytelling, spotlighting how Afrobeats continues to fuel cultural innovation far beyond the studio.

At the heart of the evening were four Nigerian fashion designers—Móye Africa, I.N Official, KADIJU, and Pièce Et Patch—each unveiling capsule collections that visually interpreted Afrobeats’ rhythmic complexity, raw energy, and communal roots. More than a runway, the event unfolded as a living installation. Spotify’s curated soundscape set the tone, while silhouettes, textiles, and craftsmanship danced to the pulse of genres from alte and highlife to streethop and the big three.

“Partnering with Spotify was essential,” said Severe Nature’s Art Director, Christopher Afolabi. “They are the sonic architects of the Afrobeats movement globally. This showcase wasn’t just inspired by the music, it embodied it.”

The event marks a continuation of Spotify’s investment in the wider creative ecosystem surrounding African music, championing culture as a holistic expression.

“Afrobeats is a culture, not just a genre,” said Phiona Okumu, Spotify’s Head of Music for Sub-Saharan Africa. “We’re proud to amplify the vision of creators like Severe Nature, who are pushing boundaries and redefining what global African culture looks and feels like.”

Women of Afrobeats: A New Era of Power, Presence, and Possibility

September 22, 2025

It’s the mid-’90s and the song “Allen Avenue” can be heard through speakers on the streets of Lagos. This classic by the London-born Nigerian rapper Weird MC is an ode to one of Lagos’s most famous streets, and it’s a bold statement of a changing Nigerian culture. Her music and fashion defied convention, embodying the words she shared in an interview on Rubbing Minds: “I am someone you cannot put in a box; anything can happen and you never know what to expect.”

No one saw a woman rapping with an alté-style edge coming in the ’90s, long before the term alté was even coined. “Allen Avenue” stood out for its unique mix of traditional African strings with hip-hop kicks and snares on a track that explores fraud, prostitution, and drugs. Years later, alté emerged as a subgenre where women could experiment and resist industry biases. Artists like Lady Donli, with her blend of soul, R&B, and Nigerian pop influences, used alté’s creative freedom to challenge sonic boundaries and claim visibility in a space that was closed off.

These sonic experiments created new possibilities in Nigerian music and sowed the seeds for what we now know as Afrobeats. As Afrobeats emerged in the mid-2000s, female artists already had a strong platform. Fast-forward to the 2020s, and female artists are not coy about the conversations they have in their music; they are in total command of their sound, messages, and images, breaking the boundaries of conservative social standards. 

“Women have always been integral in shaping the sound of African music,” says culture journalist Ify Obi for Billboard.

Artists like Goldie Harvey brought a fresh pop sensibility, while Asa—though not strictly Afrobeats—became a major inspiration through her exploration of social dynamics and cultural challenges. Omawumi followed with her rich blend of soul and folk influences, while Waje captivated audiences with her powerful R&B records. Against this backdrop, figures like Tiwa Savage, Yemi Alade, and their contemporaries, including Simi, Efya, and Seyi Shay, charted their own course.

“Tiwa Savage’s courage to be a game-changer and rebel created a new era for female Nigerian singers,” says Ayomide Tayo, founder of “The Naija Way,” a biweekly newsletter on Nigerian pop culture.

Ayra Starr, the pop star of Afrobeats

Think back to the early 2000s, when voices like Britney Spears, Christina Aguilera, Brandy, and Jennifer Lopez shaped fashion, music, and pop culture with their vocals, statement-piece outfits, and girl-next-door personas. Their influence on how the world saw pop inspired a whole generation in ways that are still playing out today.

In the 2020s, Ayra Starr took up this mantle, channeling pop star energy for a global audience with unique West African flair. Starr’s Afropop sound brings a bold, fearless Gen Z perspective to a genre previously dominated by men imitating American rappers. Her global impact is undeniable. In 2024, she was crowned the most-streamed Nigerian artist in Latin America and the most-streamed Nigerian woman in Europe. Her record-breaking run on Spotify’s global charts and a more than 3,000% increase in Spotify streams in Nigeria since 2020 highlight her massive appeal. Her core fan base of “Mobstarrs” calls back to how fans followed iconic musicians in the Britney era, another symbol of her status as a true pop icon. 

Tems isn’t following the script 

Soulful, authentic, and introspective. Tems’s sound strays from the mainstream template for Nigerian artists. Her six-track EP, For Broken Ears, expressed a raw vulnerability and got her noticed for exploring her self-discovery and healing journey through music. This cathartic vocal experience made a household name of Tems, but this didn’t happen overnight. Her sound wasn’t readily embraced in her early days.

Speaking to the BBC, she recalled those early struggles. “It was difficult for people to take me seriously. It didn’t mean that I stopped; I just kept on going,” she says. “I went to a couple of places that didn’t sign me.” That defiance has become her hallmark. To women in music facing similar pressure to conform, she offers a simple message: “When people tell you to change your sound, your style, you look at them and you say no.”

Tems’s story made way for women who want to follow her tune. For artists like Amaeya, who once sang backup for Tems, the impact is personal. “Seeing Tems do it gave me the reassurance I needed. If she can do it, I can too,” Amaeya says.

Determined to open the industry up for other women, she launched the Leading Vibe initiative to support young women in claiming their place in music. While building her sound and learning to produce, she quietly rewrote the script of the Nigerian female artist’s story. No flashy persona, no gimmicks, just pure talent and unshakable confidence.

That resolve has paid off. Tems is not only the first Nigerian artist to win two Grammys, but she is also the first African female artist to hit 1 billion Spotify streams, for her song “Wait for U.”

Each milestone is proof that talent and tenacity can cut through the noise. And as music streaming continues to open up new avenues for women artists to get out there through programs that level industry playing fields, such as Spotify’s EQUAL, the industry scales are being balanced one release at a time.

The next wave: Self-made, unfiltered, in control

Ayra Starr, Bloody Civilian, Fave, and Morravey are just some women who represent a new layer of personas emerging from the Afrobeats fold. They’re adding shades of emotional depth to the genre in the 2020s—resonating with new audiences as they showcase their authentic selves and push the genre into bolder territory.

Artists like Juno understand this era of Afrobeats as an ongoing conversation about struggles and personal challenges young Nigerians face. In music, “vulnerability will resonate, and there are a lot of people who get help from these songs,” she says.

Rather than wait for a label’s blessing or a male to cosign, these women are building international fan bases through music streaming, crafting visuals, and releasing work on their terms. Kold AF says, “I love to sit down with producers because I know what works best with me. I’m the one that has the flow, I’m the one that has the voice.”

This isn’t a moment. It’s a movement.

Women are no longer asking to be part of the Afrobeats story. They have been writing, producing, and breaking records, allowing fans to see a dynamic but softer side to the genre in the last five years. From Tems’s genre-bending minimalism to Ayra Starr’s maximalist flair, and the studios powered by Kold AF, the soul of Afrobeats is shifting thanks to these women. They’re here and setting the pace as Afrobeats culture spreads across the world.

Visit our full Afrobeats 2.0 experience on For the Record to discover more.

The Visual Rhythm: How Afrobeats Is Shaping Global Style

September 22, 2025

On November 14, 2023, at London’s O2 Arena, Rema made an unforgettable entrance. Stadiumgoers held their collective breath as he rode onto the stage on a black horse prop cloaked in a billowing cape, his face obscured by a striking mask representing Queen Idia. This imagery paid homage to Rema’s Benin roots, carving out a moment for his culture on a global platform and captivating his audience in the process.

The impact of his performance rippled far beyond the stage. It sparked a global conversation about the power of Afrobeats as a medium for cultural expression, ushering the genre into a new era where visual art and historical storytelling are as crucial as the music. Rema’s bold display is part of a larger trend that has seen Afrobeats evolve from a musical genre into a full-fledged global visual movement over the last five years.

The rise of cinematic storytelling

Artists are now harnessing every visual they can to tell the stories of where they’re from. We see this in the cinematic approach of Cruel Santino and Yemi Alade, who tap into the rich Nollywood aesthetic, fusing its unique style with modern storytelling. Santino’s music videos, for example, often resemble short films and draw inspiration from Nigerian folklore. Videos for tracks like “Raw Dinner” or “4Ever” borrow shots from the style of horror and action films, offering a captivating glimpse into the experience of being a young Nigerian today.

In contrast, Yemi Alade embodies a more dramatic and colorful approach. Her video for “Deceive” begins with a Nollywood-style scene complete with a full cast of actors spelling out a relationship drama. In “Shekere,” featuring the legendary Angelique Kidjo, her imagery is a vibrant celebration of African spirituality. Both artists are adorned in intricate traditional hairstyles, body paint, and rich fabrics, creating a visual tribute to ancestral wisdom and feminine strength. Videos like these add a new layer of depth to the genre’s stories by celebrating Nigeria’s visual legacy.

Emerging artists like Kold AF forge personal connections with their audiences by highlighting specific cultural elements. Kold AF’s visual aesthetic is an extension of her persona: She states, “My aesthetic isn’t curated, it’s what I love, from my dark colors to my dreadlocks, which I see as my crown.” In her “Manyana” music video, she dons simple, elegant black and white pieces that show her as she is. And hair-braiding scenes with friends both match the song’s relaxed energy and reflect ordinary communal traditions of life in the Delta. This shows how her style and music are deeply connected, telling a cohesive, authentic story that is a direct reflection of her identity.

Fashion as a cultural statement

Afrobeats’ influence goes beyond music, making it a global force shaping style and fashion. It was once rare to see Afrobeats artists on the red carpet, but in the 2020s, they’ve created memorable moments. From Tems’s viral Oscars dress to her wax print look by Ozwald Boateng at the 2025 Met Gala and Burna Boy‘s appearance at the Met Gala in Burberry, the style exuded by Afrobeats artists is changing how the world sees West African fashion: less about textiles and more about cultural exchange and growing influence. 

Asake embodies this shift as his style becomes more luxurious, with collaborations that have seen him show at the Jacquemus show during Paris Fashion Week. With high-profile artists’ representing African and diasporic fashion on the global stage, Afrobeats shows its power as a cultural force where style is as celebrated as the music.

Clothing has also become a powerful statement of identity in the 2020s. Odumodublvck’s signature red hat, the traditional Igbo okpu agu, serves as a powerful symbol of bravery and leadership and encourages his young fans to connect with their cultural roots. Similarly, Asake’s visual identity is driven by his bold, nonconformist style. His fashion, from the iconic pink Agbada-style suit in the “Joha” video to his looks in “Sungba (Remix),” is a form of visual storytelling that blends indigenous Nigerian culture with a modern, cutting-edge aesthetic.

A platform for African creatives

“Music can’t exist without fashion,” says leading West African stylist Swazzi. He adds that “fashion plays a big role in interpreting good stories in Afrobeats music videos” and highlights the importance of style to the genre’s visual narratives. “I always try to include made-in-Africa designs,” he says, explaining why he champions local talent. “African designers are the future; the global audience needs to see a lot more.”

The genre is a vital route for African designers to reach a global audience, with musicians and fashion houses forming powerful partnerships that elevate both industries. West African textiles and distinctive designs are brought into the global spotlight, with artists’ being the driving force behind how African creativity influences the international stage. For example, Burna Boy’s “Twice As Tall” tour featured stunning costumes by Nigerian fashion house Tokyo James. Artists including Davido and Zlatan are moving beyond simple tour merchandise to create full-on, well-designed clothing collections that are taken seriously as fashion.

Throughout this decade, Afrobeats has moved far beyond the flossy, bling-heavy aesthetic of the past. Using meticulously crafted visuals, intentional fashion choices, and strategic collaborations, this new generation of artists has become a potent cultural force. They are actively showcasing the richness, diversity, and dynamism of African identity to the world. As the genre continues its global ascent, its influence on African culture is set to grow even further, promising an even richer fabric of visual storytelling for years to come.

Visit our full Afrobeats 2.0 experience on For the Record to discover more.

From the Dance Floor to Daydreams: How Afrobeats Found Its Soul

September 22, 2025

The silence came first. In the spring of 2020, as the world locked its doors, the exuberant, continent-spanning pulse of Afrobeats suddenly had nowhere to go. Dance floors emptied. Festivals fell quiet. For a genre built on collective motion and kinetic joy, the stillness felt like a fade to black.

But the beat didn’t stop. It evolved. The tempos began to drift downward, the bass lines softened their punch, and melodies made room for a melancholic hum. In that quiet, a more complicated and resonant sound emerged—one that carried not just celebration, but longing, vulnerability, and the intricate truths that surface between life’s highs and lows.

Today, Afrobeats is no longer a monolith of feel-good anthems. It has blossomed into a genre of profound emotional range, capable of igniting a stadium one night and soundtracking a solitary evening the next. Its contemporary power lies in this very duality: a seamless glide between euphoric rhythm and thoughtful introspection. This is the story of how the party got personal.

This sonic maturation wasn’t an overnight revolution, but a deliberate shedding of expectations led by a generation of artists who saw no contradiction between the clubs and the house parties.

From golden age to alté wave

To understand the shift, one must recall the genre’s golden age in the late 2000s. It was a time of unapologetic opulence, when titans like D’banj, P-Square, and a rising Wizkid crafted a soundtrack of joyous, stylish, and gloriously loud maximalism. Songs like Wizkid’s “Holla at Your Boy” or Wande Coal’s “Bumper to Bumper” were sonic champagne, all booming beats and irresistible hooks that felt like pure celebration.

But even as Afrobeats began its global conquest, a countercurrent was forming. By the mid-2010s, a subtle deceleration had begun. Burna Boy’s early work, like the languid “Like to Party,” and Mr Eazi’s signature, minimalist “Banku music” on tracks like “Skin Tight” introduced a lower tempo and a more intimate, conversational feel. These slower tracks began to redefine the genre’s very identity. Spotify data mirrors this gradual slowing. In 2015, the average Afrobeats track clocked in at a brisk 119 beats per minute (BPM). By 2025, that average had cooled to 114 BPM, a seemingly small change that created significant space for new moods.

Then came the alté wave, an avant-garde movement that challenged every remaining convention. Led by artists like Odunsi (The Engine), Cruel Santino, and Lady Donli, this subgenre was an ethos as much as a sound. Blending R&B, funk, lo-fi, and indie rock with a heavy dose of nostalgia, alté artists rejected rigid formulas in favor of radical self-expression. Their success—Spotify streams of alté music surged by more than 670% since 2020—didn’t just create a new lane; it blew the doors open for the mainstream, signalling that creative risk was rewarded.

Slowing soul tempos

That spirit of fusion has since defined the 2020s. A vibrant ecosystem of subgenres has taken root, each expanding the genre’s sonic and emotional palette. Artists like Rema and Fireboy DML weave soul and pop into their Afrobeats frameworks on tracks that explore heartbreak and uncertainty, their plaintive vocals gliding over propulsive rhythms. From South Africa, Afropiano introduced amapiano’s hypnotic bass lines and sprawling textures, its streams exploding by more than 11,000% since 2020. Meanwhile, the prayerful, spiritual themes of Afro Adura have resonated profoundly, with its listenership rising by more than 40,000% in the same period.

The genre’s biggest contemporary hits tell the same story of deceleration. Burna Boy’s Grammy-winning “Last Last,” a masterpiece of joyous melancholy, cruises at a relaxed 88 BPM. Oxlade’s global smash “KU LO SA” sways at 93 BPM. Even Rema’s “Calm Down,” one of the most-streamed Afrobeats songs in history, sits at a relatively modest 107 BPM.

Listening habits reflect a clear appetite for this new emotionality. In Nigeria, Spotify data shows that the most-streamed mood category is “whiny,” which is characterized by expressive, emotionally charged vocals, accounting for 35% of streams. Globally, that number climbs to 38%, proving that this vulnerability is a universal language.

This is more than a musical trend; it’s a generational shift in storytelling. Younger African artists, more open about mental health, loss, and the anxieties of modern life, are channeling that complexity into their music. It’s why the Afrobeats of today can soundtrack a wedding, a breakup, and a meditation session with equal authenticity. Contrast the raw, suffocating heartbreak in Llona’s “Can’t Breathe” with the defiant self-assurance of Ayra Starr’s “Rush.” Both are essential, and both are Afrobeats.

This newfound duality is the genre’s greatest strength. In the hands of its current vanguard, Afrobeats has learned to hold space for both silence and celebration. As CKay’s “Love Nwantiti” proved to the world, longing can be a global anthem. As Omah Lay captured on “Soso,” emotional fatigue can be rendered with breathtaking beauty. And as Tems demonstrated on “Free Mind,” the search for inner peace can be a collective experience.

Afrobeats has matured, embracing its own beautiful contradictions. It’s no longer just the sound of the party. It’s the sound of the human experience. Its power, now, lies not in how loudly it’s played, but in how deeply it resonates. And that is a rhythm destined to last.

Visit our full Afrobeats 2.0 experience on For the Record to discover more.

Motivational Corridos: The New Sound of Resilience in Música Mexicana

August 28, 2025

Corridos have been a cornerstone of Música Mexicana for generations, telling stories rooted in everyday life. Now, a new chapter is taking shape: motivational corridos, or corridos motivadores. Drawing on themes of resilience and ambition, these songs are resonating with younger fans, offering both comfort and motivation.

Unlike other modern corrido styles, such as tumbados, motivational corridos focus on hard work, progress, and optimism. They center everyday people and their aspirations, often sticking to traditional song structures and the signature sounds of northern Mexican music, while also making subtle updates that speak to a new generation of listeners.

“What sets motivational corridos apart is how they use language to inspire and reimagine the traditional corrido narrative through a more emotional lens,” says Alejandro Grageda, Head of Music at Spotify Mexico. “These songs are connecting in a powerful way with listeners who want music that mirrors their own experiences.”

Voices of resilience

The artists driving the motivational corridos movement come from all corners of Mexico, each using the genre to capture what it means to keep going, no matter where you start.

Antonin Padilla, who once worked at a car wash, describes how corridos inspired him:

“When I was working at the car wash and dreaming of pursuing music full time, it was corridos from Grupo Marca Registrada that kept me grinding. Sometimes, it’s not even about the lyrics matching your life exactly—the motivational vibe just lifts you up and keeps you moving.”

Raúl Beltran has developed his own approach, which he calls metaphysical corridos:

“I created corridos metafísicos to carry motivation and encouragement in the lyrics, so people can believe in themselves and go after their goals. Life is built on what you think, what you say, and what you listen to.”

Grupo Selectivo finds inspiration in their own story of perseverance:

“Our motivational stories come from our own experiences. Grupo Selectivo is a group that started from the bottom—we’ve been chasing this dream for years.”

Kane Rodriguez sees firsthand how motivational corridos encourage listeners to strive for more:

“These self-improvement corridos come from seeing how people react to the music. When they feel motivated to earn more and keep working, that’s what inspires me to keep making these songs.”

For Los Chavalitos, authenticity is key:

“The stories in our corridos are our own. We write more than 90% of our music, and it’s all based on what we’re feeling and living through. We want people to know that life brings both sweet and bitter moments, and you have to enjoy them all—always valuing what you have and doing your best to move forward.”

Music that brings people together

Since 2023, Música Mexicana has shifted toward lyrics that are more introspective and resonant. As artists around the country began focusing on personal stories and messages of self-improvement, motivational corridos steadily grew—earning spots on Spotify playlists like La Reina: Éxitos de la Música Mexicana, Corridos Perrones, Ruteando, Rancho Viral, and MEXCLA. Now, with the launch of our new Corridos Motivadores playlist, these songs have a dedicated home.

This subgenre stands out for its authenticity, offering music that encourages, uplifts, and reflects real life. Motivational corridos are helping listeners find meaning in everyday challenges and creating a sense of belonging.

At Spotify, we’re proud to support the evolution of Música Mexicana, where pride, sensitivity, and the drive to move forward are louder than ever.

Stream our Corridos Motivadores playlist to discover the artists and stories at the heart of this movement.

Verano Forever: Latin Hits Bringing the Heat on Spotify

August 14, 2025

As the mercury rises and the days stretch long, Spotify has been turning up the vibrant sounds of South America, Central America, and the Caribbean with our Verano Forever campaign. And the playlist with the same name holding it all together is Verano Forever. 

But the party isn’t over yet—in fact, it’s about to begin. That’s because Verano Forever is also a full-blown celebration going down in the heart of Miami on August 22. With its rich blend of cultures and deep ties to Latin music, Miami was a natural choice for this immersive event. It’s more than just a party; it’s a space where artists and fans can connect through shared rhythms, stories, and the unmistakable energy of Latin summer.

For Gen Z Latinos, music transcends mere sound; it’s a vital conduit for cultural connection, a catalyst for unforgettable experiences, and a cherished escape in a fast-paced world. Spotify understands this intrinsic link, recognizing that summer itself is a mood—a time for disconnection and reconnection, for dancing away worries, and for savoring every sun-drenched moment. 

For the love of Latin 

To that end, Verano Forever also underscores the excitement of the genre’s global ascent, a movement kicked off by artists like Bad Bunny and now brought to life through a new wave of trailblazers.

But it isn’t just the latest hits fueling the 2025 beat. These fan-favorite tracks (all more than five years old) see a spike in global streams each summer:

    1. LA CANCIÓN by Bad Bunny and J Balvin
    2. Callaita by Bad Bunny and Tainy
    3. No Me Conoce – Remix by Bad Bunny, J Balvin, and JHAYCO
    4. Danza Kuduro by Don Omar and Lucenzo
    5. Con Calma by Daddy Yankee and Snow

In the U.S., over 12,500 user-generated playlists include the words “verano AND Latin” or “Summer AND Latin” in the title.

The most-streamed tracks in the U.S. on the Verano Forever playlist within the last five years are: 

    1. Si Antes Te Hubiera Conocido by KAROL G
    2. Tattoo – Remix by Rauw Alejandro, Camilo
    3. La Bachata by Manuel Turizo
    4. Todo De Ti by Rauw Alejandro
    5. PROVENZA by KAROL G
    6. Santa by Ayra Starr, Rauw Alejandro, Rvssian
    7. Indeciso by J Balvin, Lalo Ebratt, Reik
    8. Tan Bonita by Piso 21
    9. DESPECHÁ by ROSALÍA
    10. Brickell by Feid, Yandel

The most-streamed artists on the Verano Forever playlist over the past five years in the U.S. are:

    1. KAROL G
    2. Rauw Alejandro
    3. Bad Bunny
    4. Feid
    5. J Balvin
    6. Camilo
    7. Manuel Turizo
    8. Myke Towers
    9. Ozuna
    10. Maluma

Also at its heart are the dynamic subgenres shaping the contemporary Latin soundscape. Spotify is creating a dedicated space for listeners to discover and immerse themselves in these rising movements. From Afrobeats Latino, where Latin elements fuse with African rhythms, to Latin House making waves in the electronic dance scene, and Caribbean fusions blending funk, reggae, and soul, the diversity is exhilarating. Even salsa is experiencing a vibrant resurgence, with a new generation of Latin artists breathing life into the iconic genre.

A backstage pass to the heat

Verano Forever will feature in-depth artist storytelling, highlighting the journeys of artists who contribute to this rich tapestry. Names including Rawayana, Beéle, and Myke Towers among others will receive the spotlight with narratives that often trace back to humble beginnings, offering inspiring and relevant insights for fans.

Verano Forever is a testament to Latin music’s undeniable global influence and its power to define a season. Spotify is showing up where Latin culture lives, creating exclusive, fan-first moments that solidify its role as the ultimate curator of a vibrant summertime soundtrack.

How Mexico Became One of the World’s Biggest K-Pop Hubs on Spotify

August 13, 2025

A vibrant blend of pop, hip-hop, R&B, electronic, and rock, K-Pop is more than just a genre in Mexico—it’s a way of life. With more than 14 million K-Pop fans on Spotify, Mexico stands as the genre’s fifth-largest market worldwide and the only Spanish-speaking country in the global top 10. From streaming surges to massive fan communities, Mexico’s passion for K-Pop runs deep.

To celebrate World K-Pop Day, we’re spotlighting the streaming trends and fandom power that make Spotify an epicenter for K-Pop discovery in Mexico. Explore the highlights in our infographic below.

A fandom like no other

The Korean wave is a movement that’s been building for years. It first hit Mexico in the 2000s, when Korean television dramas and their soundtracks sparked curiosity. But it was the arrival of groups like BTS, BLACKPINK, TWICE, Stray Kids, and Red Velvet in the 2010s that truly ignited a K-Pop explosion. Since then, K-Pop streams on Spotify in Mexico have skyrocketed, growing by more than 500% in the last five years alone.

What sets Mexican fans apart? It’s not just the hours spent streaming—especially among Gen Z—but the way they live and breathe K-Pop. Devotees in Mexico organize, create, and celebrate. They fill concert venues, host themed events and bazaars, and build thriving communities. On social media, they’re a force—starting trends, supporting their idols, and spreading K-Pop culture far and wide. And they put their own spin on the movement, weaving Mexican culture into fan art, memes, and other creative content.

Why K-Pop resonates in Mexico

K-Pop’s emotional storytelling and dazzling visuals have struck a powerful chord with Mexican listeners. The songs explore universal themes like love, friendship, and overcoming obstacles, helping foster a sense of community and belonging among fans. For many, language isn’t a barrier—the music and artists still feel personal and relatable.

“K-Pop artists connect with fans by being real and speaking openly about their feelings, which really resonates with young listeners in Mexico,” said Alejandro Grageda, Head of Music, Spotify Mexico. “They also promote an optimistic vision of the world—something that inspires fans to dream, believe in something better, and build strong, supportive communities together.”

Spotify is proud to have played a part in K-Pop’s rise in Mexico, offering listeners a place to discover new music and celebrate their favorite idols. We’ll keep supporting the community, the artists, and the moments that make this genre so special.

Press play on Spotify’s flagship K-Pop ON! (온) playlist to hear the latest hits. And check out a special video series celebrating the passion and creativity of Mexican K-Pop fans on @spotifyLATAM.

KAROL G and Spotify Bring ‘Tropicoqueta’ to Life With an Unforgettable NYC Celebration

July 23, 2025

To celebrate the release of KAROL G’s acclaimed new album, Tropicoqueta, Spotify teamed up with the Latin icon to host an exclusive, immersive experience at Paradise Club in New York City. Channeling the bold energy of Karol’s new era, more than 200 fans took part in a night of music and culture.

Blending sounds from across Latin America, Tropicoqueta is a tribute to Karol’s roots. Our celebration brought the new album to life in a one-of-a-kind setting that captured its rhythms and colorful aesthetic. Guests explored the tropical-inspired space before gathering around the stage, where a choreographer taught the crowd some of the fresh dance moves featured in Karol’s latest music video.

How South Africa’s Gen Zs Are Reshaping Maskandi Culture for a New Era

June 17, 2025

In South Africa, the rebirth and resurgence of the vibrant folk genre Maskandi has captured the attention of music fans, becoming the country’s fastest-growing sound on Spotify over the past two years.

Steeped in Zulu storytelling traditions, Maskandi has spanned generations and has typically resonated mostin rural parts of the country, including the KwaZulu-Natal province it originated from. But as artists fuse Maskandi’s sound with Amapiano, gospel, and hip-hop, urban Gen Zs are embracing the genre as a way to reclaim their heritage and express their cultural fluency. The result? A full-blown Maskandi renaissance, fueled by pride, experimentation, and authentic storytelling.

A genre reinvented for a new era

On Spotify, nearly half of Maskandi’s listeners are under 35, and many are gravitating to our Bhinca Nation playlist, which is the destination for the genre’s hottest hits. Averaging more than 2 million plays each month, the playlist has grown by more than 3,000% since 2022.

This growing spotlight has also translated into dramatic rises in streams for many of Maskandi’s biggest names:

  • Umafikizolo, Mshinwemali, and Sminofu have all seen their fusion-forward sounds resonate across demographics. Since 2023, their streams are up 897%, 495%, and 258%, respectively.
  • Genre torchbearers Inkos’yamagcokama and Mzukulu continue to lead with consistency, with their streams growing 86% and 79%, respectively.
  • Meanwhile, LIMIT NALA and MENZI MUSIC are quickly turning heads and generating buzz as newcomers to the scene.

These aren’t just stats—they’re signals. Listeners are hungry for music that’s both culturally grounded and globally fluent. More than just a streaming destination, Spotify is soundtracking a movement and reshaping what it means to be proudly Zulu in a hyperconnected world.

Capturing a generational shift

As Maskandi’s revival grows larger, we want to uplift artists and help them build deeper connections with loyal fans, while introducing them to new listeners around the world. That’s why we’ve kept an ear to the ground, and working with the Consumer Insights Agency, we recently commissioned an in-depth report uncovering the trends driving this movement.

Read on for the six key trends shaping the future of Maskandi, revealing how this age-old art form is being reinvented for a new generation.

Six Captivating Audiobooks Amplify Asian and Pacific Islander Artists

May 20, 2025

Throughout the month of May, Spotify is celebrating Asian and Pacific Islander Heritage Month by amplifying the many artists, creators, and authors who share the richness of their heritage through music, podcasts, and audiobooks.

For authors in particular, we’re showcasing the diverse range of voices, themes, and experiences with a dedicated audiobook shelf in our Asian and Pacific Islander Heritage Month hub. The hub features a curated collection of titles where you can find works from some of the literary world’s biggest names. 

We tapped our editors to share six top picks to get you started.

Butter: A Novel of Food and Murder

By Asako Yuzuki

Narrated by Hanako Footman

Inspired by true events, Asako Yuzuki’s bestseller explores misogyny, romance, and the transgressive pleasure of food through the story of a female gourmet cook/serial killer, and the journalist intent on cracking her case. 

Gifted & Talented

By Olivie Blake

Narrated by Eunice Wong

Olivie Blake, bestselling author of The Atlas Six, tells the story of three siblings reckoning with long-festering rivalries and dangerous abilities. When their CEO father dies, any one of the telepathically and electrokinetically gifted siblings could inherit the Wrenfare throne.

Pachinko

By Min Jin Lee

Narrated by Sandra Oh, Min Jin Lee

In Pachinko, four generations of a poor Korean immigrant family fight to control their destiny in 20th-century Japan. In the early 1900s, teenaged Sunja, the adored daughter of a crippled fisherman, falls for a wealthy stranger. When she discovers she is pregnant—and that her lover is married—she accepts an offer of marriage from a gentle, sickly minister passing through on his way to Japan. But her decision to abandon her home, and to reject her son’s powerful father, sets off a dramatic saga that will echo down through the generations.

Minor Feelings: An Asian American Reckoning

By Cathy Park Hong

Narrated by Cathy Park Hong 

Poet and essayist Cathy Park Hong blends memoir, cultural criticism and history to expose fresh truths about racialized consciousness in America. As the daughter of Korean immigrants, the author grew up steeped in shame, suspicion, and melancholy. She would later understand that so-called “minor feelings” occur when American optimism contradicts one’s own reality. 

Shanghailanders: A Novel

By Juli Min

Narrated by Mei Mei Macleod 

Juli Min’s debut novel follows a cosmopolitan Shanghai household backward in time—from 2040 and through the present and recent past—exploring their secrets, their losses, and the ways a family makes and remakes itself across the years. 

The Emperor of Gladness

By Ocean Vuong

Narrated by James Aaron Oh

Following the cycles of history, memory, and time, The Emperor of Gladness shows the profound ways in which love, labor, and loneliness form the bedrock of American life. At its heart is a brave epic about what it means to exist on the fringes of society and to reckon with the wounds that haunt our collective soul. 

For much more content celebrating API artists—including playlists, podcasts, artist spotlights, and more—visit our special Asian & Pacific Islander Heritage Month hub on Spotify.

Nourish Mind, Body, and Soul This Ramadan With Spotify

March 12, 2025

Ramadan, a period of profound spiritual significance for Muslims worldwide, is a time for fasting, prayer, reflection, and community. Enrich your experience this year with Spotify, where you can discover content designed to nourish your soul, stimulate your mind, and energize your body. Explore our curated recommendations below and find your perfect audio companion in the Ramadan hub.

Nourishing the soul: Spiritual sounds for Ramadan

Music can be a powerful tool for reflection and connection. Spotify offers a variety of Ramadan-inspired playlists to enhance your spiritual journey.

  • Ramadaniyat captures the cultural and spiritual essence of the month with traditional Islamic songs focused on pure vocals and spiritual lyrics.
  • Featuring the soothing sounds of the oud, Chill-oud is ideal for unwinding after a day of fasting and enhancing the tranquility of your Ramadan evenings.
  • For moments of contemplation between prayers, Duaa features a selection of supplications, an integral part of Islamic worship.
  • South Asian Sufi presents Sufi devotional music, known for its rich adaptations of Sufi poetry and enigmatic themes, creating a profound spiritual experience.
  • Titrat features soundtracks from popular Ramadan TV series, a blend of dramatic scores, comedic beats, and poignant melodies that reflect the rich cultural fabric of the Arab world.
  • As the sun sets, the Iftar playlist provides a serene atmosphere, mirroring the gratitude and connection shared as families and friends gather for the fast-breaking meal.

Enriching the mind: Podcasts for reflection and inspiration

Spotify’s podcast selection offers thought-provoking content to stimulate your mind during Ramadan.

  • Finjan with Abdul Rahman Abu Maleh invites listeners to explore new perspectives and gain insights into a variety of topics, from technology and entrepreneurship to personal stories and cultural discussions.
  • Omam Podcast puts a unique spin on the stories of the Holy Quran, allowing listeners to experience these narratives through sensory, evocative storytelling.
  • In Indonesia, video podcast creators are embracing Ramadan with special segments designed to inspire and entertain. Check out Biar Ga Nyesel for mindfulness tips, Rapot for lighthearted iftar inspiration, and PODCAST ANCUR for heartfelt stories from Indonesians living abroad.

Strengthening the body: Music for movement and preparation

Taking care of your physical well-being is also an important aspect of the sacred month. Here are some playlists to help you stay active and energized.

  • As you prepare your suhoor and iftar meals, Cooking Time and the Laper Parah mood mix provide uplifting and catchy soundtracks to enhance your kitchen experience.
  • Need an energy boost during your Ramadan workout? Hit play on Fitness and Health. And to stay energized for a more productive day while fasting, check out the Lebih Produktif di Ramadan mood mix.

Head to the Ramadan hub to discover a world of audio inspiration.

Spotify Celebrates Ramadan With Listening Trends From Around the World

March 21, 2024

March marks the beginning of Ramadan, a cherished cultural event celebrated by Muslims worldwide. As families and communities come together to observe, contemplate, pray, and celebrate the Holy Month, they can also turn to Spotify for meaningful audio content. 

This year, our Ramadan hub is back with a blend of music and podcasts designed to foster self-reflection, wellness, and entertainment. When eligible listeners open the Spotify app, they’ll find carefully curated content for every mood and moment of Ramadan. Listeners will also find personalized content on the Your Ramadan 2024 playlist.

What does Ramadan sound like around the world on Spotify?

As Ramadan begins, many Muslims experience shifts in their daily routines, from work schedules to social interactions. Similarly, their Spotify listening habits also shift, as evidenced by our streaming data from 2023.

Our top finding? Audio was often used to set the tone as families and communities came together for suhoor, the predawn meal, with streaming spiking around 5 a.m. in most markets. Below, we unveil more 2023 listening trends across various markets to shed light on streaming patterns throughout the sacred month.

Egypt

  • Quran listening hours (audio consumption related to the central religious text of Islam, the Quran) spiked around 5 p.m. This aligns with iftar, the post-sunset, fast-breaking meal.
  • Before sunrise, listeners consumed more entertainment-based content.
  • A top podcast throughout the month: Finjan with Abdulrahman Abumalih. Hosted by Saudi journalist and TV presenter Abdulrahman Abumalih, Finjan covers a wide range of topics pertaining to the Middle East and North Africa.

Saudi Arabia

  • Quran listening hours surged around 8 a.m.
  • Before sunset, listeners consumed more spiritual and fitness-based podcast content. Before sunrise, preferred podcast genres included history and crime.
  • A top podcast throughout the month: Areeka. Hosted by Bibi AlAbdulmohsen and Talal Sam, Areeka mostly covers social topics, from psychology to common myths.

Indonesia

  • Generally, streaming spiked between 2 and 4 p.m., which aligns with ngabuburit, the waiting period before breaking fast.
  • Religion and spirituality-based podcasts were the most-consumed genre throughout the month.
  • Listeners gravitated toward well-being podcasts in the morning before shifting to music at night.

Spotify’s top Ramadan playlists

Our Ramadan hub contains a wide variety of curated playlists. In Egypt, the top Ramadan playlist of 2023 was Titrat Ramadan, which showcases soundtracks from the most popular Ramadan TV dramas.

In Saudi Arabia, listeners gravitated most toward Chill-oud. This playlist features songs played with the oud, a stringed musical instrument that is one of the oldest and most important instruments in Arabic culture.

Listeners in Indonesia favored the Your Ramadan 2023 playlist. This personalized playlist brings Spotify’s editorial and algorithmic worlds together to provide users with curated audio content that resonates with their respective Ramadan journeys.

Last but not least, the most-streamed Ramadan playlist in Pakistan was Hamd-o-Naat, which features devotional tracks for an immersive experience. “Naat” was also the country’s most-searched word during the Holy Month, reflecting a desire for poetic expressions of devotion and praise. Our Best of: Coke Studio Sufi playlist, which showcases Coke Studio’s top Sufi tracks, also saw 218% growth last year.

This year, Spotify remains dedicated to delivering a culturally resonant Ramadan experience for listeners around the world. For the ultimate audio companion throughout the sacred month, explore the Ramadan hub.