Tag: 10 years

10 Years After Launching in Türkiye, We’re Taking RADAR to the Market

October 16, 2023

When Spotify launched in Türkiye in 2013, we were excited to take the world’s music to the market. But we were also eager to hear the sounds that Türkiye could deliver to listeners beyond its borders. Since then, we’ve had the privilege of witnessing the growth of a fast-paced, diverse music community with artists who create across genres like arabesk, Anatolian rock, hip-hop, indie, and folk.

Now, 10 years on, we’re celebrating another important milestone: the launch of RADAR, our emerging artist program, in Türkiye. Since 2020, RADAR has been the global home for what’s next in sound, lifting up rising artists, burgeoning songwriters, and promising podcasters as they develop and expand their global reach on the path to superstardom. Five up-and-coming Turkish artists are now part of this prestigious club. 

For the Record sat down with Melanie Parejo, Head of Music for Southern and Eastern Europe, to learn more about the music trends she’s observed in Türkiye over the past decade and get a sneak peek at this first class of RADAR artists. 

What are some ways the Turkish music scene has evolved over the past 10 years? 

Back in the 2010s, Turkish listeners were into global music. The dominant genre from 2013 to 2017 was pop, with artists like Lana Del Rey, Arctic Monkeys, and Rihanna. But it was also a time when a new wave of indie music emerged in Türkiye with elements from 2000s—Turkish rock combined with more alternative and experimental sounds. In a short order, this new style gained popularity with artists such as Büyük Ev Ablukada, Yüzyüzeyken Konuşuruz, Dolu Kadehi Ters Tut, Adamlar, Son Feci Bisiklet, and Madrigal.

Another influence in the local music scene is the revival of Anatolian rock and Turkish psychedelic music with artists like Gaye Su Akyol, Grup Ses, Baba Zula, Elektro Hafız, Lalalar, and Derya Yıldırım & Grup Şimşek, who are creating a new wave with roots in the 1960s and 1970s Turkish Anatolian pop and rock music. Today, this genre keeps growing with new artists joining the game and bringing their own unique interpretations of it. 

From 2017 and 2018, the hype around Turkish hip-hop and rap music was palpable. Take Ezhel’s iconic debut album, Müptezhel, as an example that truly reached the masses. In 2018 he held the top artist, track, and album spots on Spotify. Since then, we have continued to see hip-hop as one of the top genres, with cross-genre collaborations and hip-hop and pop getting closer to each other. While pop artists are exploring authentic sounds from hip-hop, dance, and electronic, we see some hip-hop artists also adapting the afro-trap music. Another trend worth noting out is arabesk, which is both being consumed in its original form but is also merging with pop and rap.

What are some of the notable trends and behaviors we’re seeing among Turkish listeners? 

What stands out is the dedication to and appreciation of local music. Back in 2013, there were only 11 local artists in the Top 100 list in Türkiye. Over the years, we’ve witnessed a solid growth of local music consumption. Five years after the launch of Spotify in Türkiye, 66 of Türkiye’s Top 100 streamed artists were local. And in 2023 through today, that number has grown to 91. 

And Turkish music is not only growing in Türkiye. The borderless nature of our platform means that Turkish talents are able to reach listeners in over 180 markets. Our data shows that Turkish artists were played outside of Türkiye close to 75% more on average year over year. Comparing 2013 to 2022, streams of local artists outside of the country have grown more than 12,000%. Speaking of exports, Turkish dance and the EDM scene have also grown a lot over the last ten years, with DJs and producers gaining recognition both domestically and abroad. 

Turkish folk music also stands out as one of most long-lasting genres with its regional differences, historical journey, and cultural richness. And while the artists stay true to the traditional sounds, Spotify also sees more and more artists borrowing from the genre, creating contemporary arrangements made with folk and Anatolian music sounds. This might also explain why the genre has seen particular growth within Gen Z in the last year, with 50% of the genre’s streams coming from the younger generation. 

Do you have a favorite musical moment from the past decade? 

A milestone I’m personally very proud of was the launch of EQUAL in Türkiye in 2021 and how well it’s been received by the industry and our users. EQUAL is about the power of raising voices together to drive equity in music and standing together to fight for a common goal that has no borders. In 2023, we are celebrating the second year of the program in Türkiye, which has featured 29 brilliant female artists in Türkiye so far. We are absolutely thrilled by the impact our program has created for them. We are also very excited to feature Müzeyyen Senar—the Republic’s Diva—as our latest EQUAL Ambassador for October in celebration of the 100th year of the Turkish Republic. The launch of EQUAL has boosted the awareness and streaming of female artists both locally in Türkiye and globally. Streams of Turkish female artists in Türkiye saw a spike between 2021 and 2022, with almost 60% more female artists streamed by Turkish listeners. Outside of Türkiye, Turkish female artists were streamed almost 30% more in 2022 compared to 2021. 

Why are you excited to launch RADAR in the market?

By launching RADAR in Türkiye we’re putting in an even stronger effort to support emerging Turkish talents and boost their exposure at a crucial point in their careers, both inside and outside of Türkiye. With Böyleyken Böyle, Ege Can Sal, Paptırcem, Selin, and Sena Şahin we have a strong first cohort that truly represents the diversity of the Turkish music scene. And while each one of them comes from different backgrounds and has different styles, they all have their unique ways to express themselves. With RADAR Türkiye, we want to make sure to showcase the many brilliant and talented minds in our country and let everyone witness what happens when an opportunity is given to them.

Introducing Türkiye’s first class of RADAR artists 

Each of our five inaugural artists has their own vision, point of view, and sound. Some are more attuned to global modern pop and indie, while others take a more traditional approach. Something they all have in common? The potential to shape the future of music in Türkiye. 

Paptircem

Singer-songwriter, producer, keyboard player 

Based in: İstanbul

Fun fact: She’s gone viral for a series of shorts where she played piano harmonizations over funny videos and has also become known for her unique approach in producing and songwriting.

Böyleyken Böyle

Indie pop/alternative duo

Based in: İstanbul 

Fun fact: They started their journey in 2020 and have released more than 10 singles and an EP. Elements of synth pop, indie rock, and singer-songwriter can be heard in their music.                                                                                                                                                                                                                                                                                                  

Selin

Pop singer-songwriter

Based in: İstanbul 

Fun fact: Her Sezen Aksu cover, “Yalancı Bahar,” went viral, resulting in 12M streams. Her collaboration with Turkish DJ-producer Mahmut Orhan, “In Control,” received 10M streams. Selin performs with his father, Selim Geçit, an established and talented guitarist.

Sena Şahin

Singer, songwriter and musician 

Based in: İstanbul

Fun fact: She started her career by composing jazz, soul, and R&B on piano. She found a wider audience when her track “Sonu Var Mı” was used in a local Netflix show, Kuş Uçuşu. 

Ege Can Sal 

Singer-songwriter, Turkish R&B/pop

Based in: İstanbul

Fun fact: Built a fan base with the cover videos he shared online, and broke the internet with his first release, Başa Sar.

 

Excited? Stream RADAR Türkiye to hear from these artists. 

Celebrating 10 Years of Spotify in Italy and Poland

March 1, 2023

a graphic backdrop with two Spotify spokespeople featured looking at the camera

Ten years ago, Spotify launched in Italy and Poland, and we began our work to engage with local creative talent and the community through Spotify programs, festivals, and events. Since then, creators from both markets have seen tremendous growth in local and international listenership. Whether it’s Rhove and Måneskin in Italy or Marissa and Sara James in Poland, artists in both markets are representing their homelands locally and on the global stage. And we can’t help but raise a glass to a solid decade of achievements.

Along with the growth in local music, there’s an ever-growing appetite for talk as well. Since launching podcasts in Italy 2015, we’ve seen the number of creator-generated shows increase by an average of 20% year over year in the market. Today, more than 50,000 titles are available, including hit shows like Muschio Selvaggio, The Essential, and Demoni Urbani.

To celebrate this landmark birthday in Poland and Italy, For the Record caught up with Melanie Parejo, Spotify Head of Music for Southern and Eastern Europe, and Mateusz Smółka, Spotify Music Team Lead for Eastern Europe and Southern and Eastern Europe, to talk about the hit tracks, hot trends, and growth both markets have experienced over the past 10 years.

ITALY

When Spotify Italy launched in 2013, there were 26,000 Italian artists on the platform and 180 million streams globally among them. How have we seen those numbers grow?

Melanie Parejo: Italy has always had a strong affection toward their local talents, and with 196,000 Italian artists available on Spotify as of 2022, it’s clear to see the strength that local music has in the Italian market. In terms of global listenership, after our first five years in the market, Italian artists were played on Spotify editorial playlists outside of Italy 800% more than when we launched. After 10 years, that number has increased to 1,000%, with Måneskin being the biggest export.

What are some of Spotify Italy’s greatest music achievements from the past 10 years?

Twenty-four Italian artists have participated in Spotify’s RADAR program since its launch in 2020. Artists like BLANCO, Rondodasosa, and ARIETE have seen particularly strong growth on the platform, with BLANCO going on to win last year’s Festival di Sanremo and beating Italy’s record for the most-streamed song in one day, together with Mahmood. 

Emerging artists who have been included in RADAR have also achieved great mainstream success. Rhove, who was a featured RADAR Global artist, had Italy’s second-most-streamed song of 2022, with “Shakerando.”

Genre-wise, what have been some of the most exciting changes in Italian music since 2013?

When we look at the streaming habits of the younger generation, they have a more fluid relationship to genres. They are less occupied with sticking to one genre and identifying with it. Instead, we see them stream songs that span different decades and styles. 

That said, the overall music tastes of Italians have evolved so much over the years. Back in 2013, the most-streamed genre in Italy was rock, with Italian rap not even in the Top 10. But in 2022, Italian rap was the most-streamed genre in the country. When it comes to rap from other countries, a significant number of Gen Z artists have shifted their main point of reference from the U.S. to the U.K. and France. They tend to blend languages and cultures in their songs, tapping into an identity and culture way more than when rap originally broke through here in 2016. 

Summer hits have always been an integral part of Italian music consumption, but in recent years we’ve seen them become more diverse in sound. While they previously followed a conventional structure (carefree, joyful, Latin-infused pop tracks touching on a bunch of summer-related clichés), 2022 summer hits were a melting pot of sounds, artists, and moods. From BLANCO to Fedez to Capo Plaza to Rhove, what we saw and heard last year was a creative freedom we weren’t used to. 

Spotify Italy initially launched during the Festival di Sanremo. What impact does the festival have on Spotify?

Spotify truly lives side by side with Sanremo. When the lights are out after the final day of the festival, Italians listen to their favorite songs on Spotify to stay in the Sanremo spirit. This year was a great example of that, with the official Sanremo 2023 playlist being the second-most-streamed playlist worldwide for one week. Locally, Sanremo songs dominated the Top 10 and Top 20 charts in Italy during the festival, with six songs from the festival having made it into the Global Debut Songs chart.

 

POLAND

How have music tastes in the country changed in the 10 years since Spotify Poland launched?

Mateusz Smółka: Massively! When we launched in Poland, the Top 10 artists in Poland were international artists. There were only five Polish artists on the entire Top 100 list that year. Looking back, international artists controlled the top three spots until about 2017. But in 2018, we saw the rise of Polish artists, most notably when the Taco Hemingway and Quebonafide collaboration, TACONAFIDE, and Dawid Podsiadło took the top spots. Since then, Polish artists have been in the Top 10 each year, with 76 Polish songs making the local Top 100 in 2022. 

Streams of Polish artists on Spotify’s editorial playlists outside of Poland also increased by more than 700% over the past decade. For example, Rnbstylerz has over 2.8 million monthly listeners, with a majority coming from Germany, the U.S., and Mexico. And Catz ‘n Dogz, who are a part of GLOW, have a major chunk of listeners coming from the U.S. and the U.K. Tribbs has over two million monthly listeners and collaborates with producers around the world, picking up listeners in Brazil and Germany. 

In your view, what are some of Spotify Poland’s biggest accomplishments in the music space?

Spotify’s RADAR program launched in Poland in 2021 and has seen 15 local artists participating since. The program has seen talents such as Zalia and Julia Rocka seeing incremental growth on the platform, as well as Szczyl and Dziwna Wiosna being nominated for Fryderyk awards in 2022. 

Spotify’s EQUAL program also launched in Poland in 2021. Notably, Sara James became the youngest-ever EQUAL ambassador for the program and the first Polish artist to be a global ambassador. Artists such as Kaśka Sochacka and LUNA have particularly seen growth on the platform since their participation, with LUNA more than tripling her monthly listeners the month she joined the program. 

Additionally, Fresh Finds has been live in the market for a year, and it has helped a number of independent Polish artists take the next steps in their careers. It has also proven to be a way to identify the next big talent. 

What have been some of the most surprising listenership trends in Poland?

Back in 2013, we saw international rock bands being streamed the most, but now Polish rap and hip-hop dominate, as demonstrated by the popularity of our local hip-hop flagship playlist RAP GENERACJA, which has been the number one playlist in Poland every year since launch. 

When it comes to the younger generation, we’ve found that they choose music to accompany their mood and the world they live in. They don’t care as much about when the song was made or what genre it is. They approach music with a lot more fluidity.

 

Celebrate 10 years of Spotify in Italy and Poland by listening to our anniversary playlists.