Tag: Behind the Mic

Dispatches From Our 2021 Equity & Impact Report: Equity

April 4, 2022

We always say that Spotiy reflects culture—but we are also shaped by it. And that means it’s important for us to ensure that both our platform and our company reflect the very best of the culture for the good of our listeners, employees, and planet. We do this through employee resource groups and mental health offerings, sustainability initiatives, and the representation of a diverse set of voices on our platform—as well as much more. 

We take stock of all this every year in our annual Equity & Impact Report. There’s a lot to read, so we broke it out into a few key takeaways from some of our leaders who spend their days ensuring our purpose translates into actions. 

Read on for a discussion with Senior Director of Diversity, Inclusion, and Belonging Travis Robinson and VP, Global Head of Equity and Impact Elizabeth Nieto on equity at Spotify in 2021. You can also read about our impact work throughout the year. 

In the 2021 Equity & Impact Report, we say that one part of our mission is to create positive impact in the communities we touch. What are some examples of Spotify fulfilling that mission in 2021?

Travis: We’ve been on this journey for a while, and I’m excited to see the progress we’re making toward our mission on making that impact. When I think about the impact we have on our communities, internally and externally, I know we are also impacting the critical industry actors—being those in tech, media, creators, or artists. 

When it comes to workforce representation, we saw positive progress forward in our internal workforce representation of Spotifiers from underrepresented communities. This goes beyond U.S. race and ethnicity, but also gender representation in a variety of locations and disciplines, such as women in technology. This has been a consistent effort of our team across inclusive hiring and diversity recruiting efforts.  

In 2021, our cross-functional working groups that focus on DIB (diversity, inclusion, and  belonging) within their specific business areas made positive strides. In our marketing organization, the Freemium Marketing Equity Initiative (FMEI) began the work of training all U.S. marketers in inclusive storytelling. Their core focus is reducing bias and stereotypes and eliminating microaggressions through our marketing campaigns. In 2022, we will be expanding this effort with our content organization while expanding focus on creator diversity. In addition, the work the FMEI team did showed an increase in marketing spend with Black-owned or operated creative agencies.  

One final example of the internal impact is through the road map created by our Racial Equity Coalition. Every year they develop and implement our BLK Workforce Development Conference, which is focused on providing a unique experience for our Black employees across the world. It emphasizes conversations on professional development, industry engagement on the amplification for Black creators, and the opportunities collectively we can focus on to improve the Black experience in the workplace. In 2022, we are looking forward to going deeper with a specialized workforce development conference for Black employees in Europe.

How did we make strides to make Spotify a more equitable company for our band members in 2021?  

Elizabeth: As Travis mentioned, we’ve made strides in workforce representation by intentionally focusing on the hiring process. We developed an inclusive interview training comprehensive program for interviewers. The 16-module series is based on the expertise of behavioral change specialists from MindGym, a group dedicated to psychology-based organizational transformation. It provides a foundational knowledge on what inclusive hiring means, the recruitment process (with an emphasis on inclusion), and how to create a more inclusive selection process. 

In the last year, we also introduced Inclusive Hiring Talks in the U.S. to address racial disparity issues and engage in conversations around what it means to be a Spotifier in the U.S. With a focus on aligning people on shared experiences, Inclusive Hiring Talks helped us understand why inclusivity is important and why all candidates are worthy of consideration.

We also designed and implemented Raising the Volume, our first Spotify-branded virtual recruiting conference. Raising the Volume is geared toward women and nonbinary professionals in audio, media, and technology. This conference was designed to inspire, teach, motivate, and attract talent to Spotify with the hope that attendees would leave feeling empowered to raise their voices and make bold moves.

How did we make strides to make Spotify a more equitable company for creators in 2021?  

Elizabeth: In May, we unveiled Frequency, a global initiative and holistic destination for celebrating Black art, entertainment, creativity, culture, and community both on and off platform. Frequency marks an extension of Spotify’s ongoing commitment to and investment in Black voices. Through the rollout of new content, cultural partnerships, and an ambassador program, Frequency aims to further connect the Black community to upcoming and established Black creators. 

We also launched the intertwined“Raising the Frequency Ambassador program, which offers a $50,000 scholarship to Black college students aspiring to pursue careers in music and tech. The program also provides donation matches of $25,000 to select community organizations and a songwriting camp to connect artists, producers, and songwriters. 

And finally, we have seen the work of equity and increased opportunities for people of color through efforts in our Spotify Talk Studios organization. Through the work of our SoundUp team, Behind the Mic was launched in 2021 to expand opportunities to members of underserved communities aspiring to careers as podcast producers, sound engineers, and other behind-the-scenes roles in podcasting.  

While we are continuing to build stronger community and belonging for all Spotifiers, we are proud of the progress in diversity, inclusion, and belonging and the many teams across Spotify that are committed and collaborating with us.  

Read the full 2022 Equity & Impact Report here. You can hear more from our leaders on our work in impact.

Spotify Opens Doors for More Underrepresented Podcasters Through New Sound Up Programs

March 31, 2021

Diversity has long been a weak point for podcasting. Yet in order for this golden age of audio to truly shine, it has to include all of us. That’s why, several years ago, Spotify created Sound Up, a global program that gives underrepresented podcasters the tools to boost their platforms and build their own shows. 

You may already listen to some of these beloved shows, perhaps getting your science fix from Dope Labs by U.S. grant recipient Titi Shodiya and cohost Zakiya Whatley or exploring topics you’ve been too shy to look up yourself on Search Engine Sex by Indigenous Australian creator Rowdie Walden. Most recently, plenty of listeners flocked to play You Heard Me Write from U.S. participant Kacie Willis, propelling the creative new format to the 17th slot on Spotify’s Trending Podcasts USA chart.

And there’s plenty more where those came from. A few weeks ago during Spotify Stream On, our Sound Up Global Lead, Natalie Tulloch, announced that in 2021, we’ll be growing our program from 6 to 14 countries—enabling us to support an additional 140+ emerging creators this year alone. 

“The bigger the Sound Up alumni group grows, the more powerful we become,” Sound Up alum and Dope Labs cohost Titi said. 

The new programs include a Latinx U.S. program focused on creating Spanish-language or multilingual podcasts for an ever-growing Spanish-speaking U.S. audience, female creators in India, and lower-income youth from large urban centers in Argentina. Sound Up will also launch in Mexico, Spain, and Italy later this year. 2021 will mark its third year in Germany as well.

But these new programs aren’t the only news for podcasters to get excited about. Spotify also wants to offer opportunities and support to members of underserved communities aspiring to careers as podcast producers, sound engineers, and other behind-the-scenes roles in podcasting. So today, we’re also announcing Behind the Mic, a new apprenticeship program coming later this year to support aspiring Black podcast producers. 

The year-long paid apprenticeship will be led by Behind The Mic Lead Christabel Nsiah-Buadi, an award-winning radio producer, podcaster, and writer. She will oversee the three Black producers chosen for the program. They will get to enjoy a rotational program among show teams and producorial roles, as well as attend a weekly virtual class to refine skills and get exposure to the business and industry. Finally, they’ll each create, produce, and edit a podcast about their experience in the program. This year, two apprentices will be placed: one at Gimlet Studios in New York and another at Spotify Studios in Los Angeles. After the rotation, they will become permanent Spotify employees. 

“I am so thrilled that we will be able to support a yearlong education program and support more creators globally,” says Natalie. “We hope to expand the numbers of participants in the Behind the Mic program and the studios they’re able to work in. This is just the beginning.” 

Speaking of expansion, we’ll also be rolling out a version of Behind the Mic in Australia to Indigenous and First Nations producers in the coming months. But ahead of that, the Sound Up program in its original form is also returning to Australia in 2021. 

Aspiring podcasters who identify as First Nations (Aboriginal, Torres Strait Islander) are invited to apply for the four-week virtual podcasting program to be held from May 31 to – June 25, 2021. The Sound Up 2021 program will be facilitated by Travis De Vries and Brooke Scobie from Awesome Black. 

Do you have a great idea for a podcast? Apply now. No experience necessary. 

Swedish Pop Star Tove Lo Kicks Off New Nordic Spotify Studio Program With Veronica Maggio Cover

April 1, 2020

From ABBA to Robyn, pop music remains one of Sweden’s greatest exports. And among the artists who have risen to international acclaim is Tove Lo, who helped us kick off the new Nordic Spotify studio program Studio It’s Hits by covering Swedish pop star Veronica Maggio’s “I’m Coming.”

Studio It’s Hits is an extension of Sweden’s most popular playlist, It’s Hits Sweden. The program invites some of the region’s top artists and songwriters to showcase their talent and creativity—whether by recording a cover, remaking one of their own songs, or releasing something totally new. 

“Our ambition is always to support artist creativity and make a positive impact in their career,” says Johan Seidefors, Head of Content Nordics, Spotify. “Through combining this new studio program with the extension of our biggest and most popular playlists, we can give more artists the chance to come to our studio, record something new, and present themselves to existing and new fans.” 

Tove’s cover was recorded earlier this year in Spotify’s headquarters studio in Stockholm. You might be familiar with the original version, “Jag kommer,” which has remained popular since its release a decade ago.

“This song has been one of my absolute favorites since it came out,” Tove told For the Record. “I have so many memories of it, and I’ve always been so impressed with Veronica Maggio’s way with words. I could never write in Swedish the way she can. It’s the perfect mix of poetic, ‘everyday romance’ and making the Swedish summertime feel epic and melancholic all at once.”

While the original song—which has amassed over 65 million streams on Spotify—was written and recorded in Swedish, Tove recorded her version in English. The song was produced by up-and-coming producer Elvira Anderfjärd.

“It was such a cool challenge to translate something so close to my heart and to work with my band and Elvira in the Spotify Studio. Experimenting and playing around with the sound was the perfect studio experience I know and love.”

Designer Anna Sui Explains Her Unique Connection to Music—And Musicians

September 10, 2019

From a young age, designer and fashion icon Anna Sui knew she wanted to clothe rock stars. In the late 70’s, she started piecing together the notes of a clothing line in her NYC apartment. That is, when she wasn’t flying around the world picking up freelance gigs. It was an exhausting period, but it also opened her eyes to a world of resources and techniques on other ways to create clothing. Streaming is doing something similar for music and creative inspiration, she says, (without needing to pay for a flight).

Now a veteran designer for musicians of all stripes, Sui has a very special relationship with music. Recently, she created a New York Fashion Week playlist highlighting musical selections from all her shows since her first in 1991. “I would say it’s a list of all my favorite songs because every song that I use in my show, most of the time there’s a personal affiliation with it,” she explained to For the Record.  

Read on for more of our exclusive interview on the unique relationship Sui has with music—and the people who create it. 

When you’re creating a new collection, do you play any particular artists or genres?

Usually when I’m working on a collection, I start by researching music that I’m going to use for my runway theme. If there’s something, let’s say historical or from some particular era, maybe I’ll start listening to music from that period. For instance, when I did a chinoiserie collection, I started listening to music from old and contemporary Chinese movies. So it’s part of my research in creating the mood for the collection. It’s something that I really enjoy because I always discover something new each time I do the research.

Have you ever heard something that’s inspired the collection or the theme for the show?

Oh yeah. I mean there are particular collections that were inspired by music, especially during the grunge period. I did a grunge collection. A few years ago I did a punk-inspired collection and went back and listened to all the old punk records and looked at old photos from that period. I think it’s really important to create an ambiance for an audience and transport them to where my imagination is.

And is this a process that you followed for most of your life as a designer? For example, when you were starting out in your apartment, did you have a similar attitude towards music?

Yeah, I mean when I started doing my own collection, my whole purpose to dress rock stars and people going to see rock concerts. That was my sole motive. And it kind of escalated from there, when department stores and boutiques started buying the collection. Then I had to think a little broader. But my original concept was rock stars.

Speaking of which, you’ve attracted big names like Madonna, Mick Jagger, Jack White. What are some of the elements that you were going for in creating pieces for them, and what are some of the things you think they picked up on?

I think that it’s a combination of the fact that they’re following fashion, but I’m also following music and it’s like a kindred spirit when you meet. Like when I met Jack White, I think he knew that I had that background of loving punk rock and loving classic rock. And so we kind of just started talking about it right away.

It was a fantasy my whole life, dressing The Rolling Stones. And so that was really exciting that Mick did his first hosting of Saturday Night Live in my clothes.

And then Madonna was really the one who gave me the confidence to do my first show. I didn’t know that she was a fan or that she wore my clothes. But one of the first times I met her was at a fashion show together in Paris. When she took off her coat, she had my dress on. And that was kind of a shocker because in her hotel room where we picked her up from, she had shopping bags from every major designer in Paris and racks of clothes hanging. And so for her to select mine, it gave me that confidence that maybe I could do something, maybe I could really have my own show.

What is your advice to others who feel they have a particular calling, but are struggling to start out in the art or fashion world?

Well, I think that you have to figure out your niche and really, really focus on it. I think that you have to realize that the competition is so tough that you have to really be sure that this is what you want and there’s certain sacrifices you have to make along the way. And so it’s a trade off. And you have to just have that determination. 

Anything else on your mind that you’d like our readers or your fans to know about?

Keep expanding your mind, keep expanding your horizons, keep expanding your world. Something like Spotify really gives you that opportunity where you don’t have to get the mileage, flying somewhere. You can just kind of dial it. You can find it. And I think that that’s an amazing thing that’s happening today.

Take a listen to Anna’s NYFW Playlist below. Plus, check out our interviews with other NYFW attendees, including Rebecca Minkoff, Sophie Elgort, and Natalie Lim Suarez.