Tag: AAPI

Spotify Uplifts Bold, Emerging Artists in Honor of Asian and Pacific Islander Heritage Month

May 6, 2024

Around the world, Asian and Pacific Islander (API) artists continue to impact music culture at large, extending far beyond K-Pop. As a whole, global interest in music from Asia is on the rise, including emerging subgenres such as Gacha Pop, Pinoy hip-hop, T-Pop, and Punjabi music. In the U.S. and Canada specifically, API stars are rising on Spotify. And this May, during Asian and Pacific Islander Heritage Month (APIHM), Spotify is celebrating and supporting the diverse community of artists and genres that extends across the diaspora.

API voices at full volume

Year-round, we amplify the work of talented API creators across the audio landscape through our Asian & Pacific Islander hub on Spotify. This month, under our campaign theme of “Sound Up. Stand Out,” we’ve refreshed the hub with new content. For music lovers, a great place to start exploring is Jasmine, our global flagship playlist featuring emerging API artists from around the world. For podcast fans, the hub includes a selection of shows and episodes from the API community. An audiobook shelf also features a range of titles across fiction, nonfiction, memoirs, and more.

Spotlighting up-and-coming artists

In recent years, Spotify has seen and supported massive growth in listenership for API artists like producer-DJ-vocalist Peggy Gou, jazz crooner Laufey, and indie rock star Mitski, to name a few.

This year, to amplify the next wave of API artists to watch, we’ve once again partnered with Gold House, the premier nonprofit collective of API leaders, on our Gold House Futures Music Accelerator program. This initiative aims to uplift API artists by providing them with opportunities to take their careers to the next level—and it’s working. Just last month, Futures alum thuy made history as the first Vietnamese American artist to perform at Coachella.

The 2024 class includes Chinese American pop queen Emei, Indian American singer-songwriter Paravi, and British Filipino rockstar Towa Bird. As participants in the Gold House Futures Music Guild, these artists recorded a new trio of Spotify Singles dropping May 15. They’ll also gain access to Spotify’s masterclasses, world-class mentoring sessions, and exciting editorial opportunities.

And with so much talent to celebrate across the API community, Spotify’s 2024 APIHM campaign is also spotlighting four additional up-and-coming artists: singer-songwriter Dhruv, pop artist Tiffany Day, rapper 8RO8, and DJ-producer Knock2.

“Spotify continues to champion emergent voices on our platform, with a focus on honoring the diversity within our diaspora,” said Sulinna Ong, Spotify Music’s Global Head of Editorial and the executive sponsor of SPACE, Spotify’s API employee resource group. “As the exec sponsor of SPACE, I’m honored to support the great work our Spotify band members do during APIHM and throughout the rest of the year to champion API creators and foster spaces of growth for the members of our community.”

Keep reading to hear from these rising stars.

Emei

What does being an artist from the Asian and Pacific Islander community mean to you?

My parents are Chinese immigrants who came to America in 1988 for education. They are the reason I’m able to pursue my dreams without hesitation, so to represent that community and to make them proud really does mean everything to me. I grew up with very little AAPI representation in pop culture and didn’t seriously consider pursuing this career because I never thought someone who looked like me could succeed in the entertainment industry. It’s an honor to be a small part of this exciting movement and change in culture.

Why are you excited to work with Spotify on the Gold House Futures Music Guild?

Spotify has been one of my biggest supporters ever since one of my first releases, “Late to the Party,” was placed on the Fresh Finds Pop playlist. I’m really grateful for the early and ongoing support, so it’s a dream come true to be able to partner with Spotify and Gold House for this upcoming Spotify Single. Super pumped to hear what y’all think of it!

Paravi

What does being an artist from the Asian and Pacific Islander community mean to you?

Humans are such complex and colorful individuals with so many unique traits and characteristics. It’s incredible to have another layer of the Asian Pacific Islander experience added to this existence, like the cherry on top of my personality, my sense of humor, and fashion—all the things that make me me. It informs what I create, how I create, and why I create, above all. I know the mission of fostering more diversity and representation in the entertainment industry may seem like a very heavy burden to bear on young shoulders, but it’s truly one of the many matches that lit my fire. I feel called to pursue my sparkly, glittery artistry and the most authentic version of myself, to heal my own inner child, and to see my most fantastical dreams become reality with my loved ones, but to also prove that it can be done, and that I, a brown girl from a cornfield in Ohio, can be the one to do it.

Why are you excited to work with Spotify on the Gold House Futures Music Guild?

The Gold House Futures Music Guild feels like a lighthouse guiding me to a new home, serving as an opportunity for me to not only learn from and observe this beautiful community of API creatives, but to become a part of it! I’m so deeply excited to soak up every new experience, every new relationship, and every bit of knowledge and wisdom these partnerships will offer. 

I’m also incredibly excited about the billboards and marketing to come for API month, not just because I’m full of myself and want to see my pores magnified across all of Los Angeles, but because I know that if I saw a giant poster of an Indian pop star on the drive home from school when I was a kid, my giant dreams would feel a bit more possible. I really hope a little Indian girl gets to see that billboard and feel that way, and I’m deeply thankful for Spotify and the Gold House team for creating the chance for that to happen.

Towa Bird

What does being an artist from the Asian and Pacific Islander community mean to you?

Being an artist from the Asian community means that I come from a heritage with such rich culture. I’m lucky to be able to write that into my songs. Also the food slaps.

Why are you excited to work with Spotify on the Gold House Futures Music Guild?

It makes a real difference that Spotify is willing to support and highlight artists from the API community.

Dhruv

What does being an artist from the Asian and Pacific Islander community mean to you?

Many of us API artists have grown up receiving the message that it isn’t realistic or wise to pursue a career in music, in large part because we have historically been underrepresented in the industry. I think it’s beautiful that in spite of that we find ourselves here, making art, continuing to uplift one another as we scale new heights as a community.

Tiffany Day

What does being an artist from the Asian and Pacific Islander community mean to you?

Growing up, I watched a lot of Disney Channel and Nickelodeon, all the typical shows you watch as a kid. But for the longest time, all I could find myself thinking was, How do I look like these beautiful blonde girls on TV? I wanted double eyelids, sharper cheekbones, a nose bridge—I just wanted to look like those girls on my TV. Then I graduated from high school and all of a sudden, the monolid became a thing online. K-Pop came to the U.S., and everyone was celebrating the beauty of Asian women. I was surprised and also flattered that so many people called monolids beautiful. I stopped doing my makeup in a Western style, I stopped styling my hair pin-straight, and I stopped trying to blend into everyone around me in Kansas. I felt cool for the first time in my life.

To be given the chance to be that person for people like me, whether they are younger or older or the same age, is a priceless opportunity that I never thought I’d be able to receive. That’s why my identity as an AAPI is so important, because I truly believe a huge part of my purpose as a human being on this planet is to make others feel more comfortable, confident, and welcome in their own skin.

8RO8

What does being an artist from the Asian and Pacific Islander community mean to you?

To me, being an artist from the API community means showing kids from the islands that there are different ways to make it out. Hawaii has a vicious cycle that doesn’t allow for art as a “viable source of income” because it’s seen as a “risky career.” I’m here to try and inspire the keiki [children].

Knock2

What does being an artist from the Asian and Pacific Islander community mean to you?

My parents put everything on the line to immigrate to this country and give me the best opportunity they could in life, and I’m thankful every day for my family and community. I take every opportunity to show respect to my heritage, so this month means a lot.

Visit the Asian & Pacific Islander hub to immerse yourself in the music and voices of API creators.

Celebrate Filipino Heritage Month With Our First-Ever ‘Jasmine Presents’ Artist Showcase

October 6, 2023

Artists of Asian descent are not just thriving globally, they’re making a massive impact on the overall musical landscape. So in 2017, we launched Jasmine, a genreless flagship playlist that highlights Asian and Pacific Islander music communities around the world. Fans turn to Jasmine to discover artists from the United States, East Asia, South Asia, and Southeast Asia like Raveena, keshi, Higher Brothers, Anik Khan, Saweetie, and CHUNG HA. 

This Filipino Heritage Month, we’re leveraging Jasmine in a whole new way to celebrate the cultural heritage of artists and listeners emerging from the Philippines by hosting Jasmine Presents: Filipino Heritage Month, presented by Spotify Stages. This is our first-ever Jasmine artist showcase, and October 20-27, eight artists of Filipino descent—Mndsgn with No_4mat; Ez Mil with MBNel; Lyn Lapid with Ashley Mehta; RINI; and P-Lo—will be headlining shows at the legendary New York City venue SOB’s. The showcase is open to the public, and fans who want to attend can purchase tickets for each individual show by following the links below.

Jasmine Presents:

Filipino Heritage Month

October 20: RINI

October 23: Ez Mil w/ MBNel

October 24: Lyn Lapid w/ Ashley Mehta

October 26: P-Lo

October 27: Mndsgn w/ No_4mat 

“We are thrilled to celebrate Filipino Heritage Month this year through the first Jasmine showcase,” said Ronny Ho, Spotify Head of Dance and Electronic Development. “October is a special month to celebrate one of the first groups of Asian immigrants to immigrate to the United States. The vibrant and diverse Filipino community is highlighted in the breadth of our playlist and this year’s showcase, with talents in hip-hop, pop, electronic, and more.”

Ahead of the showcase, For the Record spoke with some of the featured artists to learn more about what makes Filipino culture unique and how their heritage has shaped them as artists and people.

How is your Filipino heritage reflected in your music?

EZ MIL: I can say that I’m very proud of my Filipino heritage and it’s evident with my songs I sing in the languages of the Philippines, like “Panalo.” I also try to incorporate Filipino sounds and tribal instruments in my music.

No_4mat: I try to make my music as organically as possible, so inevitably my life experiences as a Filipino have shaped my taste and creative inspiration. I have a few tracks, like “Manilla” and “Sisig,” that more directly reference trips back home and feelings I get from eating my favorite foods, like sisig. But beyond those, I think a lot of the sounds and melodies I’m drawn to are pulled from my childhood and Filipino culture. 

Ashley Mehta: Growing up in a Filipino household, I was always surrounded by music. Karaoke was always nonstop at family parties, and the love we all have for singing would always shine through. When I write music today I try to capture that same energy that feels very community. I like creating feel-good music that you can use as a sense of release!

Can you share some of your biggest Filipino influences growing up?

Lyn Lapid: Filipino singers such as Jessica Sanchez and 4TH IMPACT were huge inspirations for me. I’d watch them audition on international talent shows with my mom, and that inspired me to start singing for fun. Alex Wassabi and Roi from Wassabi Productions inspired me to start making my own videos and posting them online even if I thought nobody would be watching.  

Mndsgn: Growing up, I remember my parents renting a lot of Filipino movies from a nearby family-owned Filipino bakery. I wish I could remember some of the titles, but a lot of those films were really dark and dramatic, and some of them kind of freaked me out. In retrospect, I feel like watching those movies immediately brought me close to a deeper sense of the unknown. And ironically, the unknown is now something that I constantly search for in music.

Ashley Mehta: My biggest Filipino influences music-wise definitely include P-Lo, Jeremy Passion, and H.E.R. They all have an incredible energy that I take influence from! Aside from music, I would say Manny Pacquiao. Growing up we’d always watch Pacquiao fights and come together rooting for our culture. The representation really showed me how important it is to embrace who we are. 

Are there any Filipino artists that you’re excited about right now?

MBNel: Ez Mil, ParisPlayedYou, JoeMari, and Yatta Bandz, just to name a few.

Mndsgn: Nathan Bajar is a singer-songwriter based in Brooklyn that I’ve been a fan of for quite some time now. His songwriting is always so fresh and tasteful. There’s something in his music that really retains an honesty to his roots. The LA band Xinxin has also been resonating with me lately. The lead vocalist, Janize Ablaza, is Pinay, and the way she floats on each song is effortless. No skips on their records!

If there was one aspect of Filipino culture you could share with the entire world, what would it be?

Mndsgn: One of the most essential aspects in Filipino culture is the communion through food.  We love eating and we know everyone else does too. It’s such a centerpiece in our heritage and it’s probably our favorite way to gather and connect.

MBNel: Having respect for elders and taking family serious. I didn’t really realize or appreciate the value of that until I got older.

Ez Mil: I would say hospitality, and specifically, our ability to make people feel welcome or feel “at home” regardless of their background or nationality. I believe the world could benefit from fostering a culture of inclusivity and warmth. It promotes the idea of being interconnected and it celebrates diversity.

Lyn Lapid: If there’s one aspect of Filipino culture I’d share with the world, it’d be the incredible music that so many Filipino artists make. When I visited the Philippines earlier this year, I was blessed to meet the insanely talented dia maté and Elise Huang, a couple of local Filipino artists who make music on a whole other level.

No_4mat: If there was one aspect I’d share, it would be the hospitality via food and our open-arms mentality. We want everyone to eat and have a seat at the same table, which is the attitude I try to bring to my own life.

Don’t forget to grab your tickets for the Jasmine Presents showcase here. And to get hyped for the showcase, you can discover the diverse sounds of the Asian diaspora on Jasmine. 

Amplifying Voices for Asian American & Pacific Islander Heritage Month

April 26, 2021

Now more than ever, it’s important we celebrate and support our Asian American and Pacific Islander (AAPI) community. Artists, influencers, creators, celebrities, and more have spent 2021 making their voices heard, and we stand with them in solidarity. In honor of AAPI Heritage Month this May, Spotify is continuing our ongoing efforts to amplify and lift up this community. Through this year’s campaign, we are spotlighting AAPI creators on Spotify, as well as inviting them to share their stories of pride.

Read on to learn more about our efforts to elevate AAPI stories. 

An on-platform hub for reflection and pride

To amplify the voices of our AAPI creators around the world, Spotify has created the AAPI content hub. The dedicated space houses leading AAPI voices alongside fresh new releases from creatives across the audio landscape.

Representation in singles, playlists, and art

To lift up our artists, Spotify is partnering with Audrey Nuna to cover “That XX” by G-DRAGON, a track that pays homage to her AAPI heritage. 

We’re also refreshing a number of playlists with updated covers highlighting AAPI and mixed-race artists, as well as adding new songs for listeners to enjoy. These playlists include Dope AF, a collection of work from leading cool Asian, femme women across the diaspora; .ORG, which shares the latest indie sounds from Asia; Desi Hits, a curated list of Desi hits from South Asia and around the world; and AAPI Pride, which celebrates artists who are queer Asian American or Pacific Islanders.