This past March, Spotify launched RADAR, our emerging artist program that spotlights rising talent from around the globe, in Russia. To kick things off, we spoke with the bands Сёстры (Sisters) and Три Дня Дождя (Three Days of Rain) about their excitement in joining the program. Now, six months later, we’re excited to share updates on their RADAR experience and introduce the roster of talented artists who have joined the program.
Since March, the emerging artists and bands have seen their music highlighted on the RADAR RUSSIA playlist within the global RADAR hub, helping fans from all over the world discover their music. Spotify has also been working behind the scenes through marketing campaigns and artist-focused interviews to help fans get to know and connect with their new favorite musicians.
“We are the only music-streaming service in Russia to provide emerging artists with the support of such scope,” said Rustam Kireev, Artist and Label Partnerships for Spotify Russia & CIS, reflecting on RADAR’s impact. “Based on the social media reaction, we see how much getting featured on the RADAR Russia playlist means to artists. And for fans, I think this playlist offers a wide variety of fresh and trendy aspiring artists from all over the country collected in one unique destination.”
As a result, in the past six months, RADAR Russia has become one of the fastest growing playlists locally. It’s particularly popular with younger listeners between ages 18 and 24, who make up more than half of the playlist’s audience.
While Spotify Russia is celebrating the half-year milestone, the team is already looking ahead. “We constantly think about ways to expand the program and come up with new creative ideas,” Rustam explained. “We’d like to try a cross-market collaboration like we’ve seen with RADAR Korea and MENA. We also hope that with the RADAR playlist our artists can receive new opportunities to promote themselves outside of their home countries. For example, we believe this month’s RADAR hero, Everthe8, could become an international celebrity, as tracks from his recent album have already been featured in global playlists like In My Feelings, cellophane, and sadboi hours.”
Get to know some of RADAR Russia’s up-and-coming talents featured on our playlist. Plus, read on for our conversation with Spotify’s most recent addition to the program, Everthe8, below.
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