Tag: blackpink

Spotify’s GM of Asia Pacific, Gautam Talwar, Discusses the Music of a Rapidly Growing Region

October 17, 2023

The Asia Pacific region seems to never sleep on Spotify. From events celebrating Kalye HipHop, our flagship Pinoy hip-hop playlist, to the tenth anniversary of Spotify in Taiwan, we’ve spent a decade developing relevant products and content offerings to deepen our connection with local users. And our work is just getting started.  

This week, Gautam Talwar, Spotify’s General Manager of Asia Pacific, is joining artists and podcasters at SXSW Sydney, the first time the festival has been staged outside of its Austin, Texas, home base. Via panels and performances on everything from music discovery to what’s next for K-Pop— and how we continue to strive for gender equity—we’ll highlight how Spotify helps music move beyond borders at the iconic Lansdowne Hotel.

For the Record sat down with Gautam to learn more about what’s happening in the region. 

What are some factors that make the Asia Pacific region, APAC, a distinct and notable market for Spotify?

Asia Pacific is increasingly central to our global platform as a driving post for global culture—whether music, entertainment, fashion, gaming, technology, or e-commerce. And the region as a whole is one of our fastest-growing regions at Spotify today. There’s three main reasons for that. 

One is that these countries have large youthful populations. You’re talking about one of the largest clusters of Gen Z customers in the world, over 150 million Gen Zs residing in Asia Pacific who are driving this booming creator economy and online music culture. 

The other thing that makes it very unique is diversity. This is our superpower. There’s incredible diversity across languages, religions, and ethnicities. We also see this diversity play out in music and culture. Music is a very central, core part of expression. And since music has an important role of soundtracking daily life in Asia Pacific, music is a reflection of diversity in this region.

The third thing that makes it very unique is artists and creators. We are talking about an incredibly diverse group of genres and artists that are now crossing borders and building an international audience, all thanks to Spotify. We have some great examples of artists born in Asia, who maybe got their footing in Seoul, Sydney, or Jakarta, who have now crossed borders, gone overseas, and built a global audience. 

What trends are emerging globally with music from the region? 

Spotify has evolved from bringing all the world’s audio to Asia Pacific to taking all the audio from Asia Pacific to the world. 

When I joined Spotify about five years ago, the top charts in most of our Asian markets had mostly international music. Today when I look, it’s increasingly local. It’s increasingly K-Pop. And we’re also seeing some regional and hyper-local artists and genres making it to the top. We are seeing artists from all corners of our countries who are working to build an audience on Spotify. We have examples of not only those who are topping charts in their home country, but who are crossing borders to top charts elsewhere.

K-Pop is one of my favorite examples. Traditionally, the home of K-Pop is Seoul. But if you look at the genre’s top markets, it’s actually the United States, Indonesia, the Philippines, Japan, and Mexico where streaming is outsizing Korea. Similarly, Mandopop, which was born out of Taiwan and China, ends up traveling to all parts of the world where the Chinese diaspora resides—Singapore, Malaysia, Hong Kong, and the U.S. We’re seeing this in Aussie music as well, with names like Tones and I, The Kid LAROI, and Troye Sivan finding big audiences in the U.K. and the United States. 

But then there’s country-specific trends, like hyperlocal pop with Javanese Pop in Indonesia and LukThung in Thailand. The countries have rich, vibrant, local ecosystems and creators with big fans on social media. They don’t have to be in a metro region to build a career, but rather could be in any part of the country. Their fandoms help them not only drop music on Spotify but then promote it across social media. Artists care about their expression, they care about their sound, and the story. And what we’re seeing is that great songwriting and storytelling wins. And thanks to the personalization of the Spotify platform and its global distribution, there are numerous examples of artists’ finding an audience outside of their home country. We’re seeing waves. 

Fandoms are a key part of music in the region. How do we embrace and reflect this passion?

Our growth story in the region has always been built on supporting a set of fandoms and really using Spotify as a way for fans to channel and fuel their passions around these fandoms. In many ways, we’ve evolved from marketing to consumers to speaking to and through fans. 

We have a fairly strong presence and investment in K-Pop discovery on the platform. We have a K-Pop hub with a flagship playlist, K-Pop ON! It contains the latest and greatest in K-Pop. It’s what RapCaviar is to hip-hop and Viva Latino is to Latin music. This is for the global K-Pop community of artists and fans. It’s the mothership. It’s where you’ll discover the next big thing on the platform. 

We’ve also evolved this playlist, taking it off-platform to build a strong media network around it, with a YouTube channel, Twitter handle, and Instagram and TikTok distribution. For our fans, it’s really about being very playful and helping create opportunities that let them get closer to their favorite artists. Our storytelling approach is very much speaking to and through fans. They get up close and personal and see artists in their most playful states. And they’re loving it. 

One of the activations we did this year was Bunnyland. NewJeans is a rookie band, a year old, and they’re already commanding an audience as big as BLACKPINK. They are Gen Z, five girls, all incredibly creative and musically strong.  For their debut album release, we created an activation involving a real-life immersive fan experience for called Bunnyland. We had about 100,000 attendees across Bunnyland activations in Seoul, Jakarta, as well as Manila and Tokyo and heavily supported their U.S. debut at Lollapalooza.  So for us it’s about showing up every day, both with playlists and with iconic big-beat moments. 

We’ve also got ideas for how to do this with T-Pop, particularly with the strength of the Boys’ Love fandom, and in Australia, with A1 hip-hop—Aussie hip-hop. This subculture is very strong locally, and I’m very excited about how we’ve taken it to the main stage. 

How about podcasting? 

This is an exciting region for podcasts due to its history of talk radio. Today, markets like Australia, Indonesia, and India are some of the top markets for podcast listening. There’s been a lot of early adopters in this market, especially in Indonesia and the Philippines. When Anchor, now Spotify for Podcasters, launched, we saw radio personalities and social media personalities rally to it as an easy means to express themselves and get onto an audio platform. That has increasingly been going mainstream since.

In Indonesia and the Philippines we’re also seeing a whole new breed of creators who believe in long form as a means of storytelling. (There are some really big commutes in those countries, and podcasts play a role there). The big genres are comedy, horror, and crime, and the audiences tend to be more educated, more affluent, more curious about what’s out in the zeitgeist. Love and relationships is another one—people can use podcasts as a format to talk about subject matter that the mainstream wouldn’t talk about. 

Australia, too, has a very rich podcast ecosystem. We are a lead player there with a thriving ad sales operation. We have a number of original and licensed tentpole shows, both Aussie and American, that really do well. We also just announced the introduction in Australia of our premium audiobook offer. This makes available at least 150,000 audiobooks as part of Spotify Premium subscriptions—something that’s going to be huge in the market. 

What are you most excited to bring to SXSW Sydney?

I’m excited about the platform South By presents for us. It’s at the cutting edge of tech and innovation. It’s one of the most exciting congregations of the sharpest creative minds in the industry. And what I’m excited about is how we are really showcasing our diversity as Spotify, and the things that we are really passionate about, be it our EQUAL or RADAR programs, and how they elevate discovery for artists. 

I’m excited about showcasing artists from multiple genres, everyone from MILLI, one of my favorite Thai hip-hop stars, to, you know, some of the most exciting acts in Korean music and Korean hip-hop.

It’s interesting that Sydney is where the first edition of South By is happening outside of Austin. Sydney is home to musicians, artists, and designers, and there’s a lot of commonalities between Sydney and Austin. I’m hoping to see this become a returning franchise that we can become a part of. 

Hear more from Gautam about our presence at SXSW Sydney on the Spotify: For the Record podcast.

The Stars of ‘Joy Ride’ Reveal Their Top Songs for a Road Trip Adventure

July 6, 2023

Arriving in theaters this week, Joy Ride is the tale of four unlikely friends who embark on a hilarious and unapologetically explicit adventure through Asia. 

When the high-achieving Audrey (Ashley Park) travels to China for a business trip with her irreverent best friend, Lolo (Sherry Cola), they are joined by Audrey’s college pal turned Chinese soap star, Kat (Stephanie Hsu), and Lolo’s K-Pop-loving cousin, Deadeye (Sabrina Wu). From there things go sideways, but over the course of the film, the no-holds-barred mayhem turns into a journey of bonding, friendship, and debauchery. 

Offering a glimpse into the Asian American experience—particularly for young women—Joy Ride reveals the universal truth of what it means to know and love who you are.

Music also plays a prominent role in the film. K-Pop’s massive cultural impact is felt throughout it, but especially when the quartet creates their own K-Pop group, Brownie Tuesday, complete with a cover of Cardi B and Megan Thee Stallion’s “WAP.”

To celebrate the release of the film, the four stars put their heads together to create the Joy Ride Official Playlist, collecting their personal favorite songs that capture the collective spirit of the characters they portrayed.

With new and classic hits from BTS, BLACKPINK, Spice Girls, Drake, Lizzo, Vanessa Carlton, Kelly Clarkson, Victoria Monet, and New Edition, as well as official soundtrack cuts from The Linda Lindas, Queen WA$ABII, and VaVa, it’s a collection that evokes both nostalgia and a desire to sing along.

For the Record caught up with the foursome to talk about their picks, what it was like to perform “WAP,” and the influence of K-Pop culture on the movie. 

What inspired the mood for the Joy Ride Official Playlist? Were there any songs that you were especially excited to include?

Stephanie: I think that if we were on a road trip, we’d just want that nostalgia. There are certain albums and songs that spoke to you at an exact time and place of your life. I threw in one that’s very tweeny, which is not my typical forte of music, but it’s Vanessa Carlton’s “A Thousand Miles.”

Ashley: The four of us would be in a car looking out the window as if we were Vanessa Carlton herself . . . and then nobody would be driving. 

Sherry: “Say You’ll Be There” by the Spice Girls is a big one for me. It’s about friendship, you know, and having each other’s backs and having a good time while we’re doing it.

Stephanie: Sabrina, do you know the Spice Girls? 

Sabrina: Yeah I know the Spice Girls. To be clear, you’re gonna be surprised that some of those songs that I threw on the playlist are pretty old. I was thinking about the big breakup at the end and so I threw in “After the Love Has Gone” by Earth, Wind & Fire. 

Ashley: I added some BLACKPINK because we want that K-Pop type of beat behind us, but also included Kelly Clarkson because I think we all love to emote as well. We’re dramatic. 

Photo Credit: Ed Araquel

Stephanie: I also feel like a song I threw in that really represents our movie and our dynamics is the Saweetie song “Best Friend (feat. Doja Cat).”

Ashley: Yeah! They used that for the moment when we first walk in the airport as Brownie Tuesday so that we could feel like the best versions of ourselves. I always associate that with the movie.

Sabrina: I also felt like there needed to be a hot song that references travel. So I had “Coastin’” by Victoria Monet. And I’m gonna butcher the lines, but there’s a moment that’s like, “Feel like a Thursday how I’m throwin’ it back. Baby we can go North, South, East, West Coast.” And I thought that was pretty hot.

You cover Cardi B and Megan Thee Stallion for the big Brownie Tuesday airport scene. How did that go down?

Ashley: I think that’s special in the film because it was the first time us four got together and really collaborated creatively. We worked on that during the very first table read, and we discovered that Sabrina is an amazing beatboxer.

And we’re really happy that Megan Thee Stallion and Cardi B gave their blessing to have the song in the film. That was the best form of allyship we could ask for. We’ve all blared the song to ourselves, and I was like, “Oh my gosh, this really pushes buttons and breaks barriers that shouldn’t have even been there.” I don’t even think I realized until we were recording it, but the way that the lyrics were rewritten by our writers was so specific to us and they still worked so well. I felt very liberated listening to it.

Sabrina: Cardi and Meg really did a lot for women’s sexuality and we are lucky to live in a world with them. We are not deserving of that song and their power. 

Sherry: Truly, truly, truly. Yeah. I can’t wait for Cardi B and Meg to watch the film.

That scene also includes a fully choreographed K-Pop routine. What was the whole experience like? 

Stephanie: Well I’ll just say that making a movie is like co-birthing a baby and also the most profound form of trauma bonding. We would film Monday through Friday and rehearse on Saturdays. And we were rewriting lyrics as we were going so it was kind of a frenzy and chaos—we really wanted to get it right. But it was really fun. We really wanted to honor the original songs and honor Deadeye’s vision of friendship and badassness.

Photo Credit: Ed Araquel

Sherry: Yeah. We really went all out. And shout out to Joe Tuliao, our incredible choreographer, and also the backup dancers. I mean, that was the squad.

Were there any K-Pop songs or artists you listened to during the shoot to prepare for the Brownie Tuesday scene?

Sabrina: I think we listened to a lot of BLACKPINK, if I remember.

Stephanie: Yeah. We watched the BLACKPINK documentary together. 

Ashley: I wish the BLACKPINK song “Pink Venom” was out when we did the film, because I feel like the vibe of it is absolutely exactly what we needed for the scene.

Sherry: The whole scene was definitely an homage to BLACKPINK and just the fact that K-Pop is this global sensation that’s taking over.

Sabrina, did you discover any particular pockets of K-Pop fandom to help inform Deadeye?

Sabrina: Yeah, I definitely took a look at things like fancams when we were filming, because K-Pop was definitely in the cultural spotlight at the time—it was all over the internet. People were talking about K-Pop fans a lot because they disrupted a political rally in Oklahoma by buying all of the tickets. 

I was very aware of just how powerful of a global community it was, so that informed my character. And when I was growing up, I lived very much on the internet. I was obsessed with Asian YouTube and Asian hip-hop. And so I sort of brought that personal experience of being deeply involved in and drawn to Asian culture. So that’s sort of how Deadeye was born.

Ashley: Also what I love about the movie is we get to see the K-Pop community and really understand why Deadeye and the K-Pop army really love and cherishes this music and these groups. I’m so happy in the way that we present them as heroes and show how they show up for people they’ve never met in real life.

Discover all the ups, downs, and mayhem of this fearsome foursome in Joy Ride, playing in theaters now.

How Spotify Blend Creates a Connection Between Fans, Friends, and Artists

May 24, 2023

Whether you’re an artist, a listener, or a bit of both, there’s one thing that has been true since time immemorial: Music should be shared. If you’re grabbing the AUX on a car trip with friends or making a playlist for that special someone, there’s just a certain connection that comes with sharing in the genres and songs that have personal meaning to you.

That’s why in 2021, Spotify took that connection to the next level with Blend, our shared new social listening experience that combines the different tastes of friends and family, as well as fans and artists, into one. With Blend, you can create a personalized playlist that balances what you and your friends like to listen to, merging those music tastes to create something everyone can enjoy.

“Sharing music is a really vulnerable thing—but it also brings you closer together,” says Gianna Pisano, a product marketing manager at Spotify. “Those moments when you realize you and your friends have been listening to Stick Season by Noah Kahan on repeat, or have played boygenius’s new record for five days straight—Blend surfaces all of those insights, puts them together, and does all the work to make a playlist for you and your crew, updated daily. All you have to do is listen and explore.”

Connection in Collaboration

The creation of Blend came about via personalized features that were already in use on a smaller scale.

“Our personalization team was already working on a similar feature that we were excited about,” says Ian VanNest, a senior product designer. “Initially we had used it to connect mixes for listeners on Duo or Family accounts and that ended up being an instant hit. Eventually we decided that extending that functionality to everyone was the way to go.”

At launch, Blend allowed two users at a time to combine musical tastes. But the personalization team realized that more people would make for a merrier experience. So in March 2022, we expanded the number of people who can combine to 10, creating an even more powerful, collaborative tool that allowed even more people to feel connected to one another through their shared love for music.  

“Increasing the amount of listeners to make use of Blend was a natural next step,” says Maia Ezratty, an engineer who works on personalization at Spotify. “We don’t only connect over music with one person at a time. We listen to music with our families, go to concerts with our friends, and stream music at the office. I love creating a Blend with a group of friends when we’re together—right away, we have something that represents all of our music tastes that we can play while we hang out. And it’s a conversation starter!”

Beyond that, Blend has offered groups of listeners an opportunity to enjoy the music they have in common and celebrate the differences in musical taste on a granular level.

“Blend has a lot of perks to it, but by far the two best parts of creating a Blend with your friends are finding the artists you have in common and discovering artists that you didn’t know about,” says Ward Ronan, Spotify senior data scientist. “Music has always been a powerful way to bring people together, and Blend not only acknowledges that relationship, but actively helps it grow.

 

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Getting Closer to the Artists We Love

After fans responded enthusiastically to being able to Blend with groups, the personalization team started to think about how to evolve the playlist further. And in an age where it’s easier than ever for fans to connect with celebrities on a more personal level, the team found inspiration for their next innovation. The result was Blend’s new ability to let fans create a deeper bond with artists by combining their tastes.  

“We wanted to harness the power of Blend to create a bit of that same sense of connection between celebrities and fans,” explains Maia. “Music taste is so personal, and Blending with our favorite celebrities makes us feel like we’re getting to know them better by giving us a little window into theirs.”

In a few quick steps, fans can now Blend with artists like BTS to discover the songs that get the K-pop group dancing when they’re not onstage, find out which tracks they have in common with Megan Thee Stallion, and—most recently—see how much their overall taste aligns with that of Miley Cyrus. Find a full list of all available Blends here.

Blend has been incredibly popular with fans since it debuted in 2021. Recently, it’s grown significantly in popularity, and since June 2022, the number of Blends with artists has more than doubled. Of the artists fans can Blend with currently, BTS, Post Malone, BLACKPINK, Lizzo, and Stray Kids are the most popular as of May 2023.

Music has always been one of the most powerful ways for artists to share their lives and experiences, and for listeners to connect with one another and feel understood. And through Blend, fans have a magical way to connect with friends, loved ones, and even total strangers, in a shared moment of enjoyment. 

Want to compare your favorite anthems with Miley Cyrus’s? Click below and let Blend do the rest.

https://spotify.link/MileyBlend

BLACKPINK and Spotify Celebrate New Album ‘BORN PINK’ With a Pop-Up Experience and Special Gift for BLINKs Around the World

September 20, 2022

Two years after their last release, The Album, BLACKPINK’s fab four—Jisoo, Jennie, Lisa, and Rosé—have finally dropped their new studio album, BORN PINK. 

And BLINKs, your patience has paid off. BLACKPINK collaborated with Spotify to give fans around the world* the ability to listen to the album for free as many times as they want, and in the order they wish, for the first week of release. In addition to accessing the “listen free” feature exclusively via the BORN PINK by BLACKPINK playlist, fans can also treat themselves to exclusive bonus content available on Spotify K-Pop ON! Track.

Pulling from a wide range of influences, including classical music and ’80s pop, the eight tracks that make up BORN PINK truly offer something for everyone. “Shut Down” samples Niccolo Paganini’s “La Campanella,” blending classical music with hip-hop to create a track with a mysterious and alluring edge. Meanwhile, the fun synthy production on “Yeah Yeah Yeah” is nothing short of an earworm that you can’t get out of your head. And perhaps most impressively, BORN PINK’s lead single “Pink Venom” generated the most single-day streams of any song released by a female artist or group in 2022 so far. 

To mark this momentous occasion, we hosted BORN PINK: The Pop-Up Experience in Los Angeles this past weekend, and BLACKPINK went all out. The group’s four members curated every element of this three-day pop-up, which included custom photo moments, a pink boba tea bar, the opportunity to purchase BLACKPINK merch, and an exclusive giveaway. 

‘K-Pop ON! Track’ Is Spotify’s Newest Site Dedicated to All Things K-Pop

June 20, 2022

K-Pop has long dominated the charts on Spotify, thanks in part to its passionate fans and their streams of our K-Pop ON! (온) playlist. The genre has no plans of slowing down, and neither do its listeners. That’s why Spotify launched K-Pop ON! Track, a website dedicated to all things K-Pop that brings casual listeners and veteran superfans alike closer to the artists and music they love. With news, exclusive artist interviews, industry updates, trends, and more on the site, there’s no shortage of ways fans can keep their fingers on the pulse of this global phenomenon.

Explore while you stream

Got BLACKPINK or Billlie blasting in the background? K-Pop ON! Track complements your streaming experience with handy tools and how-tos, including a glossary dedicated to K-Pop terminology, a step-by-step guide on creating a Spotify Blend playlist with BTS, and a series dedicated to the artists and groups we love, called We Stan. Created for K-Pop fans by the people who love K-Pop most at Spotify, the site has three main sections where you can discover all the in-depth content:

  • Recent News: As ON! Track’s home base, this is where our most recently published stories will greet visitors when they first open the website. This includes artist content, genre stories, trends, data, milestones, and interviews with both artists and industry players. 
  • K-Pop ON!: This section is dedicated to our flagship playlist, K-Pop ON! (온), where you can find updates about what’s new, like artist takeovers and spotlights on the hottest new talents.
  • Spotlight ON!: Here we take a closer look at the musicians and playlists that are making waves on Spotify, from featured artists to classic K-Pop tracks and new releases of the month. 

Making records, breaking records 

K-Pop fans have long been streaming in droves, helping break records for artists and bringing much-deserved exposure to the genre. Each month, K-Pop receives over 8 billion monthly streams on Spotify, and our newly renamed K-Pop ON! (온) playlist has racked up over 3.9 million followers.* 

The greatest number of K-Pop ON! listeners are streaming from the U.S., Indonesia, and the Philippines—evidence of the genre’s worldwide appeal. And as the popularity of K-Pop continues to grow, we want K-Pop ON! Track to be a destination that fans from all corners of the globe can visit to stay in the know. 

March to the beat of K-Pop by visiting Spotify’s newest site, K-Pop ON! Track.

https://kpopontrack.byspotify.com/ 

*As of May 2022

Spotify Celebrates K-Pop With a Relaunch of Its Flagship Playlist, Now Called ‘K-Pop ON! (온)’

March 2, 2022

It’s been one year since Spotify debuted in South Korea and almost eight years since the launch of our flagship playlist, K-Pop Daebak. Since its unveiling in 2014, the playlist has racked up billions of streams for Korean artists and has expanded their reach around the world. As K-Pop continues to dominate the charts, Spotify is building on this momentum with a complete relaunch of its K-Pop Daebak playlist, now called K-Pop ON! (온). 

K-Pop is more than a music genre—it’s a cultural hub for fandoms, superstars, fashion moments, and more. With K-Pop ON! (온), Spotify is creating a destination that gives fans and artists even stronger ways to connect with each other. That’s the reason for the new playlist name and the addition of the Korean word “온,” which means “100” or “whole.” When combined with the English word “on,” the playlist’s name embodies the idea that K-Pop is always on 100 for the whole world. And that couldn’t be more true; every day, K-Pop brings new songs, styles, and trends to the world. With K-Pop On! (온), fans aren’t just tuning in to a playlist, they’re immersing themselves in a worldwide phenomenon. 

Since 2018, K-Pop streams on Spotify have increased by 107% in the United States and 230% globally, resulting in almost 8 billion streams per month around the world. The love of the genre is truly global, with the U.S., Indonesia, the Philippines, Japan, Mexico, Brazil, Malaysia, Canada, Singapore, and the U.K. rounding out the list of the top countries that stream K-Pop. The music has taken over the Spotify platform. In fact, in the last 90 days, there have been over 4.7 million searches for the term “K-Pop” on Spotify. 

These searches include a wide array of artists and songs, ranging from big hits by top stars to deep cuts from emerging artists. Since the playlist’s original launch in 2014, BLACKPINK and BTS have been the most-streamed artists, while the most-streamed songs have been “DDU-DU DDU-DU” by BLACKPINK, “FANCY” by TWICE, “DALLA DALLA” by ITZY, “Kill This Love” by BLACKPINK, and “SOLO” by JENNIE (from BLACKPINK). 

 

 

Spotify couldn’t launch K-Pop ON! (온) without help from a few fan-favorite artists, so it’s rolling out star-studded billboards around the world to celebrate. Fans will find larger-than-life images of NMIXX in LA; BTS, aespa, and NMIXX in NYC; ATEEZ, Red Velvet, NCT DREAM, and more in South Korea; aespa, SEVENTEEN, BLACKPINK, and more in Indonesia; BTS, NMIXX, and IVE in Japan; and BTS, TWICE, and ENHYPEN in Toronto—with more exciting content to come, across the platform and on Spotify’s own channels. 

Want to join the millions of fans around the world singing and dancing along to K-Pop? Stream our newly minted K-Pop On! (온) playlist here.

Today’s Top Hits Is the World’s Destination for the Very Best in Music

June 24, 2021

Ed Sheeran. Ariana Grande. Kali Uchis. There’s one place fans go to find a mix of music from their favorite groundbreaking artists—and that’s Today’s Top Hits.

Spotify’s Today’s Top Hits (TTH) is the world’s biggest playlist. With over 28 million followers, it’s also the top destination for emerging and established artists across all genres to reach millions of fans and provide them with chart-topping, show-stopping songs each day. And TTH influences more than culture—it has helped kickstart the careers of many emerging artists—like The Kid Laroi, Tate McRae, and Conan Gray—and supported music favorites like Billie Eilish, SZA, and Juice WRLD. 

Today’s Top Hits is the leading global destination for popular music, supporting artists across all genres and bringing their music to a wider, global audience. As Spotify’s largest, most international playlist, we identified the opportunity to position Today’s Top Hits as our global music brand, complete with a distinct visual aesthetic and voice. The visual rebrand consists of a fresh, bold, colorful design, including a unique lockup with the TTH acronym, as well as a new brand tagline, “Hits Made Here.” The campaign, which centers around a 60-second video, “The Hit Station,” celebrates the breadth of artists and tracks that are defining culture today, including hitmakers like Billie Eilish, Travis Scott, Dua Lipa, Bad Bunny, and BLACKPINK.

“Today’s Top Hits is a true reflection of music culture today, as defined by the fans,” said Ned Monahan, Spotify’s Head of Global Hits. “So many factors go into the process of making a song a hit, and TTH has become a key catalyst and proving ground for a song reaching its full hit potential. Whether you’re emerging or established, no matter the genre—TTH gives artists the opportunity to connect with millions of fans across the globe, and fans a destination to support their favorite artist.”

Check out some notable TTH moments in this new style:

Today’s Top Hits has become so influential due to its diverse curation process, which supports various genres and artists beyond the traditional confines of how popular music has been defined in the past. It showcases the latest top hits driven by fans, combined with specially curated picks from editors who analyze music culture, data, and trends. Artists, industry professionals, and fans alike look to Today’s Top Hits as representative of what today’s music is—and what fans are listening to. 

Get to know the world’s top tracks. Stream Today’s Top Hits for the very best in music today.

From BTS to BLACKPINK, the Power of K-Pop Has No Bounds

February 24, 2020

K-Pop is beloved by fans around the world, so we took to the data to see just how popular the music is globally. The genre, which originated in South Korea, has since taken on a life of its own. Thanks to East-meets-West collaborations from BTS and U.S. singer-songwriter Halsey, whose “Boy With Luv” track has over 380 million streams, the reach continues to grow as more and more fans in countries like Egypt and Colombia connect with the music.

Since Spotify released its first K-Pop flagship playlist, K-Pop Daebak, in 2014 (and then a massive hub dedicated to the genre in 2015), there have been more than 41 billion K-Pop streams on Spotify. From rising artists to international collaborations, there’s something for both new and old K-Pop lovers on the platform.

Top-streamed K-Pop artists on Spotify include BTS, BLACKPINK, EXO, TWICE, and Red Velvet. In 2019, BTS was the first group from Asia to surpass 5 billion streams on Spotify. And, as of February 2020, the boy band reached a new milestone: more than 8 billion streams (8 billion streams!) on the platform.

No “FAKE LOVE” here, folks. See how much Spotify listeners love the genre.

Download the infographic here.

Check out the K-Pop Daebak playlist and stream BTS’ MAP OF THE SOUL : 7 The Enhanced Album, which is exclusively available on Spotify.

Celebrate the Diverse Voices of the Asian Diaspora

May 29, 2019

May marks Asian Heritage Month—it’s a straightforward title that represents the incredible diversity and art that comes from the region’s creators. To celebrate the music of Asia’s multiple cultures, from the Philippines to Pakistan, we’re amplifying a wide range of voices through two playlist takeovers.

“Growing up with one foot in the West and one in the East, Asian Americans have had to navigate the hyphens of their identity,” says Himanshu Suri, Spotify’s Senior Editor, Indian Culture. “This month, with playlists like Beast Meets West and No Borders, we get to celebrate our culture and see artists who speak for us and our experiences. Visibility is important!”

The first playlist, Beast Meets West, brings together East Asian creators of all genres, from K-Pop idols like BTS and BLACKPINK to indie singer-songwriters like Mitski. No Borders, meanwhile, highlights the South Asian diaspora across genres and geographies. The playlist features talented South Asian Americans, Brits, Canadians, and more.

“It’s through celebrating our culture, our heritage, and our identity that we’re able to encourage people who look like us to dream big and pursue whatever they want—especially in arts and entertainment,” says Korean American singer-songwriter Eric Nam.

Nam is just one of the artists we spoke to for Asian Heritage Month. We also asked several other East Asian and South Asian creators for a song—whether their own or another Asian artist’s—that represents both the culture and spirit of this month. Read on for some of their recommendations.

Far East Movement: “Our homegirl Tia Ray is one of the most incredible singers we’ve had a chance to work with. What’s beautiful … is that she’s singing in Mandarin and English—it’s really a cross between two cultures and represents what our future album is going to be.”

Yuna: “I chose my track ‘Forevermore’ because it’s very Malaysian, and very close to me. In the beginning of the song I start with an old Malay poetry melody that I used to listen to a lot growing up. Even the music video is a tribute to my hometown and my home country. Always be proud of who you are and where you come from.”

Epik High: “Growing up and living as Asians was a beautifully unique experience for us. But at the same time, we had to struggle through the pressures and expectations unique to our heritage. We hope our song ‘Eternal Sunshine’ can be a shoulder to rest on for those who feel the same way.”

Tiffany Young: “One of my favorite artists right now is Peggy Gou. I love how innovative and fresh she is and how effortlessly she blends all the cultures she grew up in, whether it’s through her lyrics, her choice of instruments, her production, or her amazing fashion taste.”

Jay Sean: “Fifteen years ago, I started writing songs that were fusions of bhangra, R&B, and hip-hop. Since then, I’ve always tried to blend different sounds from around the world. My new single, ‘With You,’ featuring Gucci Mane and Asian Doll, is probably the most unique R&B/trap/hip-hop fusion that I’ve ever done.”

Arjun: “My song ‘Closer to Home’ is all about being true to your roots and your culture. It’s in four languages: English, Hindi, Arabic, and Ghananian.”

Stream Beast Meets West and No Borders to celebrate Asian Heritage Month year-round.