Tag: trend

These Music Trends Took 2025 in Surprising New Directions

December 3, 2025

Spotify Wrapped is back, and as always, it’s powered by the billions of streams that fans around the world delivered throughout the year. From the artists who dominated the charts to the unexpected tracks that found a home in playlists everywhere, Wrapped is shaped entirely by how our listeners hit play.

In 2025, music fans made bold choices. They pushed familiar names to new heights, championed emerging voices, and turned niche sounds into global movements. Pop, K-Pop, and country surged; cross-genre collaborations flourished; and a booming live landscape with a touch of social momentum shaped what broke through. What rose to the top wasn’t just a reflection of popularity, it was a reflection of passion.

To explore the biggest shifts in sound and the global fandoms behind them, we sat down with Ronny Ho, Head of Dance & Electronic Development, and James Foley, Lead of Global Editorial Strategy, both of whom are on Spotify’s music editorial team, for a look inside the data and trends that defined 2025.

Let’s start with a surprise. Which 2025 music trend caught you off guard the most this year?

Ronny: It’s not necessarily a 2025 trend, but I’m pleasantly surprised by the globalization of K-Pop this year. We couldn’t ignore the impact of K-Pop Demon Hunters, putting groups like HUNTR/X and Saja Boys at the forefront of pop music culture. Although fictional, they’re represented by real artists from around the world, including South Korea and the U.S. In addition to the aforementioned K-Pop Demon Hunters, KATSEYE, another group that became popular from a TV show, skyrocketed to stardom in 2025 and recently kicked off their headline tour. 

James: The continued growth of Afrobeats isn’t surprising, but perhaps the ways in which it now permeates global music has caught many unawares. This year has seen it morph further out of its West African roots into a staple of mainstream culture—the sonics are being adopted by other genres and places, further accelerating its reach. It’s now firmly part of mainstream pop and rap in North America and Europe. Notably especially is the cross-pollination happening with Latin artists such Kapo and Beéle, who interpret Afrobeats through their own lens while collaborating with some of the mainstays of the genre.To that end, our ever-growing Afro-Ritmo playlist spotlights Latin-African fusions, and Global Afrobeats gives you a true sense of this amazing global cultural shift.

We saw several new genres and microscenes pick up steam in 2025. Which ones stood out, and why do you think they resonated with listeners?

James: There’s something very gratifying to witness in the remarkable rise of Copenhagen’s alternative pop scene. It’s a perfect storm of a generation of super-talented independent artists—Erika De Casier, Smerz, and Astrid Sonne to name a few—the real life spaces and institutions in the city which have nurtured and supported musical innovation and collaboration, and a supportive industry infrastructure. Why has it resonated? The music is this fearless blend of trippy, left-field, sometimes experimental textures while retaining an accessible edge. On paper it’s incongruous, but in your ears, it’s just incredible. Hear for yourself on our Cph+ playlist.

Ronny: Rock is continuing to have its moment, especially influencing country music. This new wave of country rock is about the return of rock bands to the mainstream country sound, with groups like Treaty Oak Revival and Ole 60 growing massive fan bases in just a few short years. This is the next step in the expansion of the country genre, growing from the acoustic homegrown-y Zach Bryan arm of the genre but incorporating heavier production. Think big guitar and drum sounds over more mainstream country lyrics and imagery. You can get a taste of it on our newly launched GRAVEL playlist.

I’ve been noticing a wave of heart-on-sleeve pop taking over Spotify lately—the kind that feels pulled straight from a rom-com’s big montage moment. Artists like Olivia Dean, who has seven songs on the Global Chart, Role Model, Alex Warren, and Sombr are leading the way with songs that are emotionally direct and impossible not to feel. It’s romantic pop at its purest: earnest, catchy, a little self-aware, and perfect for anyone who wants life to sound a bit like falling in love on-screen.

On a personal note, what was your favorite music trend of the year? You know, the one you couldn’t stop listening to?

Ronny: I love that U.K. garage has properly crossed over in the U.S. this year! Speed garage was amongst the fastest-growing subgenres in music this year, and that’s thanks, in part, to the internet. Artists such as Sammy Virji and Girls Don’t Sync have added a modern touch to garage while paying homage to the classic sound. When I’m not out raving, I love listening to the emerging R&B artists coming from the U.K. If you’re not on the kwn train yet, it’s time to get on!

James: The surge and increasing international resonance of talent out of Ireland has been my favorite trend. There’s been a lot on repeat—the heartbreaking and hilarious CMAT on her album EURO-COUNTRY; KNEECAP’s bilingual rap, which is laced with humor and political intention; and hard-hitting, sophisticated bangers from KETTAMA. Irish artists in all their diversity are on a roll. Their music is connecting in ever more corners of the world and personally I couldn’t be happier about it!

We know social media is a discovery engine. In 2025, how did social platforms shape music trends?

Ronny: Social platforms continue to blur the lines of what it means to be regional. Artists are finding fans all around the world and genres are crossing borders faster than ever. As James mentioned, sub-Saharan Africa continues to showcase its cultural impact, with Afrobeats merging with Latin sounds and Afro house instrumentation weaved into pop and dance production. 

We also saw the revival of trip-hop as nostalgia continues to play a massive part in culture today. Trip-hop was the soundtrack of the mid-’90s, built on smoky vocals and hip-hop–leaning beats from icons like Portishead and Sneaker Pimps. Today, we’re hearing it everywhere, from the lush, atmospheric textures of FKA twigs and PinkPantheress to the glossy downtempo R&B of Oklou. Even Addison Rae’s brand of moody pop traces back to the genre. I recommend exploring our Deep Dive: Trip-Hop Revival playlist.

Looking ahead, are there any early signs or shifts that could hint at what’s coming in 2026? Any bold predictions?

James: Connecting the dots on what our editors are seeing and hearing around the world, it’s clear that artists have many more exciting moments ahead. This momentum is driven by a new generation of truly borderless listeners who don’t care about long-held boundaries of language or location. Specifically, I think we’ll see more Asian artists breaking through globally across a broader mix of styles and sounds. You can already see hints of this in the international reception for artists like Japanese rapper Yuki Chiba and Indonesian indie soul band Thee Marloes.

Ronny: Every year, we see harder, more aggressive sounds gain popularity and I predict that in 2026, it will infiltrate the mainstream. Whether it’s gabber, rage rap, country rock, Latin trap, or punk, we’re seeing communities galvanize online as much as they are in real life. 

Explore your personalized 2025 Wrapped and learn more about this year’s campaign and experience on our 2025 Wrapped hub.

ASMR’s Soft Sounds Are Making Noise on Spotify

January 22, 2019

Shhh, come closer and listen to chill whispers and the sound of tapping on pineapples. No, this isn’t a joke—those are the soothing vibes ASMR (autonomous sensory meridian response) fans can’t get enough of. Whether you find it captivating or cringeworthy, ASMR is a hit on Spotify, clocking 2.1 million streams every day for the past three months.

ASMR is often described as a relaxing “braingasm” sensation that washes over devotees when they hear certain sounds like whispers, crumpling paper, tapping fingernails, jingling coins, or popping bubble wrap. Even the crunch of pickles being chewed has a sizeable audience.

So why are these goosebump-inducing, short streams of trigger noises attracting so many fans?

For some, it’s all about the effect. Listeners who find ASMR meditative can experience immediate mental and physical relaxation, according to David Kaplan, chief professional officer of the American Counseling Association. “You can’t be relaxed and stressed out at the same time,” he says. “Meaning, if you’re positively affected by ASMR, chances are your stresses will at least momentarily melt away.”

Celebrities are succumbing to the sound of semi-silence, too. Ariana Grande, Cardi B, Janet Jackson, and Jake Gyllenhaal all have held press interviews entirely in whispered tones.

Plenty of people, however, feel like their skin crawls when they listen to the sounds of ASMR. And anyone with misophonia, also called selective sound sensitivity syndrome, can’t stand ASMR. Sounds like chewing, lip-smacking, or swallowing will instantly trigger annoyance and anxiousness. Yet they’re pure bliss to ASMR lovers.   

The most-listened-to sounds on Spotify comprise as obscure an ASMR hit list as you might imagine. Tongue-clicking, blowing in ears, folding nylon fabric, and the aforementioned tapping on pineapples top the chart. And they all transcend generations as well as geography. But ASMR is most popular in English-speaking countries (i.e., US, UK, Australia, New Zealand, and Canada), and listeners ages twenty-five to forty-four comprise the lion’s share of the streaming totals.

Curious if you’ll find ASMR soothing or strange? Check out our ASMR playlists, including Sleep Sounds, Trigger Sounds, and Binaural Beats—pineapple tapping included, of course.

Interested in giving ASMR a try, but not sure where to start? Try a tapping playlist.

Superstitious? Data Says These Are the Luckiest Songs for Football (Soccer) Fans

June 12, 2018

When countries play “the world’s game,” a.k.a. soccer or football, it takes a lot to win: skill, strategy, teamwork, and sometimes a bit of luck. The result of any hotly-contested, 90-minute match could depend on a millimeter of soccer cleat, a freak ricochet off a defender’s leg, and too many other variables to count.

Where does this kind of game-winning luck come from? Could music have anything to do with it?

We had some fun determining the luckiest song for fans in each of these soccer-loving countries. We used anonymous, aggregated data about what fans were listening to when their team won or lost previous games, as well as a few other factors. (If you’re interested in exactly how we created the actually-quite-rigorous “superstition score” that chose these songs, see the methodology below.)

Here are the songs that, according to our scientifically-derived superstition score, will help each of these 12 football-loving countries win their games.

If you’re looking for something lucky to play before your team’s next match, search no further.

Argentina: Soda Stereo – “Cuando Pase El Temblor”

Australia and Germany: Bag Raiders – Shooting Stars

*Oddly enough, Australia and Germany share the same lucky song!

Brazil: Matheus & Kauan — Decide Aí – Na Praia / Ao Vivo

Colombia: Cali Y El Dandee – Por Fin Te Encontré

France: Snoop Dogg – Young, Wild & Free (feat. Bruno Mars)

Japan: ONE OK ROCK – Clock Strikes

Mexico: Panteon Rococo – La Dosis Perfecta

Perú: Los Abuelos De La Nada – Mil Horas

Spain: Beret – Dime Quien Ama de Verdad

Sweden: Nause – Dynamite (feat. Pretty Sister)

England: The Killers – Mr. Brightside

Methodology

If you want to geek out about this, here’s where these songs came from. We ranked songs in each country by a superstition score consisting of a weighted mix of the following metrics, normalized where appropriate by each song’s share of streaming, to accommodate for normal variation of overall streaming levels there:

  • Win-to-loss score: the ratio between a song’s streams in the country on winning days vs. losing days
  • Match day score: the ratio between a song’s streams in the country on game days vs. other days
  • Country relevance score: the ratio between a song’s streams in the country vs. elsewhere — i.e. how unique it is to that country
  • Country rank score: the song’s highest rank in a country on match days

Did we have to apply such rigor to answer this question? Probably not, but we figured that the teams are working hard and playing hard, so we should too.