As we unveil 2024 Spotify Wrapped, a celebration of the fans, artists, and creators that defined the year, we’re thrilled to spotlight two global initiatives: EQUAL and GLOW. These programs amplify the voices of talented women and LGBTQIA+ artists through local and global playlists, partnerships, activations, and more. With EQUAL, we’ve continued our mission to foster equity for women in the music industry, while GLOW has shined as a beacon for inclusivity, celebrating the diverse contributions of queer artists and creators.
In 2024, we supported more than 200 ambassadors with increased editorial and on- and off-platform support, and generated more than 51 million discoveries through EQUAL and GLOW playlists. We also hosted more than 20 activations worldwide—from launching South Africa’s GLOW playlist during Pride Month to honoring the pioneering U.K. artist SOPHIE in her hometown; from running EQUAL networking and educational events in Mexico and Japan to planning charity galas in Italy and Spain.
“These programs are very special because of the immense global network and opportunities they represent,” said Bel Aztiria, Lead, Social and Equity Music Programs at Spotify. “At Spotify, a large team of us work on the programs as part of our core responsibilities, supporting the mission globally while honoring each market’s culture and needs. We maintain a constant pulse because we believe these communities are to be supported and celebrated year-round. This mission is ongoing, and while there’s still much to achieve, we’re proud to continue showing up globally to drive meaningful change.”
So without further ado, check out our top EQUAL and GLOW ambassadors of 2024 and hear from some of them about their standout year and the impact of women and queer artists.
Most-streamed artists within our EQUAL global playlist
Having just debuted this year, South Korean girl group ILLIT has already captured the hearts of fans.
“We have had the privilege of spending a truly joyful year connecting with our fans,” they said. “One of the most fulfilling and memorable aspects of this year has been the overwhelming love that ‘Magnetic’ has received from fans worldwide. We were also deeply honored to receive several prestigious awards for the song.”
ILLIT
As for Mexican pop star DANNA, her happiest moment of 2024 was the release of CHILDSTAR.
“This album changed my life and has transformed me as a person and as a human being,” she said. “It was very special that [my fans] received it so beautifully and loved it as much as I do. Thank you for giving me this moment—I love you. You’ve made this the best year so far, and I can’t wait for everything that’s coming!”
DANNA
Turn up the volume on women artists with our EQUAL global playlist.
Most-streamed artists within our GLOW global playlist
For the Record had the opportunity to catch up with Slovakian alt-pop sensation Karin Ann, Italian electronic dance music duo Giolì & Assia, and Belgian electro-pop artist Mustii about their whirlwind 2024, the importance of representation, and more.
What were some of your 2024 highlights?
Karin Ann
Karin Ann: Putting out my debut album, through the telescope, was a big one. I also played SXSW for the first time, I shot my first indie movie, I had a cameo in Suki Waterhouse’s music video, and I got to do an incredible European tour with mehro. I played a show in Turkey and I also played in Canada for the first time while opening for renforshort. And obviously I became a Spotify GLOW ambassador. It was a crazy year full of amazing things.
I also just released a surprise cover of one of my all-time favorite songs, “Wicked Game,” to end the year. I decided to include a cover of that song on my set list while touring and the response has been absolutely insane. So many people came up to me after the show and asked me if I was going to release it, and even after the tour people continued to message me about it, so I decided to do it as a little treat for everyone who’s shown me so much love and support.
Giolì & Assia: Our live tour all around the world with special sold-out shows in cities like New York, Toronto, and more, but also our first back-to-back set with the legend Black Coffee in Ibiza.
Mustii
Mustii: The music video release of “BEFORE THE PARTY’S OVER,” which was the first single from my upcoming album, THE MAZE, and also my Eurovision entry for Belgium. People’s reactions were so touching and amazing! THE MAZE is a new era for me—this album is so personal and queer, and I’m really proud of it.
Which queer artists have you listened to the most this year?
Karin Ann: Reneé Rapp, Chappell Roan, and The Last Dinner Party.
What do you wish for queer artists in the years to come?
Karin Ann: It’s so important, now more than ever, to have representation in media and to continue being brave and proud and show other queer people that there are safe spaces for us. I hope we never stop creating safe communities for people and that more amazing new queer artists will arise.
Giolì & Assia
Giolì & Assia: To see them headlining all major festivals in the world, but also to keep being so unapologetically queer and authentic—more and more!
Mustii: That we can hear their voices louder and louder, that they continue to spread freedom, self-love, to create some new doors and new ways against obscurantism and narrow-minded souls. Now more than ever, we need them so much.
What do you have planned for 2025?
Karin Ann: Where would be the fun in revealing my secrets like that! I love to be a little mysterious. I do have some very exciting things in the works, though, so people should keep their eyes peeled.
Giolì & Assia: Lots of new music, of course, and cool new live experiences for our fans!
Mustii: I’ll promote and play THE MAZE on several stages and festivals. I will also come back to theater as an actor, so it will be a year full of music and acting. I can’t wait!
Stream our GLOW global playlist to discover more talented LGBTQIA+ artists.
Explore your personalized 2024 Wrapped and learn more about this year’s campaign and experience on our 2024 Wrapped hub.
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