Fresh Finds Turns 10: Cheers to a Decade of Indie Artist Success

For the past decade, Spotify’s Fresh Finds playlists have served as a launchpad for emerging independent artists, helping them break through and connect with new listeners. In fact, in 2024, nearly 70% of all Fresh Finds streams represented listeners discovering artists for the first time. Now, as Fresh Finds turns 10, we’re shining a light on the independent artists at the heart of it all.

To commemorate the milestone, our editors have curated a special 10th-anniversary playlist showcasing some of the most exciting artists who had their start in Fresh Finds, such as 100 gecs, Laufey, Ethel Cain, Brent Faiyaz, Omar Apollo, Doechii, Clairo, BigXthaPlug, Big Thief, and more. This playlist is our way of saying thank you to some of the inspiring artists who have been central to the Fresh Finds story over the years.

The Fresh Finds ecosystem includes the flagship playlist and more than a dozen genre-specific playlists: latin, indie, experimental, rock, dance, folk, country, pop, hip-hop, jazz, R&B, heavy (metal), música mexicana, faith, and more. A team of more than 30 Spotify editors blends data insights, thorough research, context from pitches through Spotify for Artists, and human intuition to curate these playlists. The flagship playlist represents the very best finds week over week, meticulously crafted for the crate-digging, new-music aficionado open to discovering artists of any genre, from anywhere in the world. 

“Thinking back over the past decade, so many inspiring artists have been a part of the Fresh Finds story,” said Sulinna Ong, Global Head of Editorial, Music at Spotify. “Seeing them go from those initial playlist spots to building a whole new audience is just incredible and highlights the impact of finding those early fans. Our focus for the next 10 years? To keep opening doors for thousands more independent artists, helping them share their sound and build real connections.”

The Fresh Finds effect: By the numbers

Fresh Finds drives discovery and supports independent artists at the earliest stages of their careers, often serving as the crucial first step toward industry recognition, viral success, signing with a record label, or building a global fan base. Here’s a glimpse at the impact Fresh Finds has made over the years:

• Nearly 70,000 artists have been added to Fresh Finds playlists to date.
• In 2024 alone, more than 18,000 artists from 127 countries were featured, demonstrating Fresh Finds’ global reach.
• In 2024, Fresh Finds drove more than 65 million artist discoveries, underscoring the playlists’ effectiveness in connecting listeners with fresh, independent sounds.
• More than 90% of artists added to Fresh Finds in 2024 used Spotify for Artists’ playlist pitching feature. Our editors review as many submissions as possible, making it a valuable tool for artists seeking playlist placements.
• On average, artists see their new listeners and international streams more than double one month after being added to Fresh Finds for the first time.

And the Fresh Finds journey doesn’t end there. To date, more than half of artists first added to Fresh Finds are later added to other Spotify editorial playlists like New Music Friday, RapCaviar, or Lorem. A number of Fresh Finds alumni have even gone on to be nominated for Best New Artist: Japanese Breakfast, Ice Spice, Omar Apollo, Doechii, and Wet Leg.

“Fresh Finds has always been about spotlighting new independent voices and helping artists connect with new audiences,” said Joe Hadley, Spotify’s Global Head of Music Partnerships & Audience. “A vital part of this has been really cementing the artist-to-fan connection, going beyond the playlist with initiatives like our live shows with Samsung in Chicago and New York City. We’re proud to celebrate 10 years of championing discovery for independent artists and their fans.”

As Fresh Finds turns 10, we aim to help thousands more artists share their music, tell their stories, and find their audiences. 

Join us in celebrating a decade of Fresh Finds. Hit play on our anniversary playlist and check out this interview with Elizabeth Szabo, Spotify’s Editorial Lead, Indie, and Sulinna Ong, Global Head of Editorial, Music, for more insights. We’ll be sharing more Fresh Finds artist stories over the next month on our Spotify for Artists Instagram and TikTok.