Tag: co ceo

Spotify Kicks Off Our 20th Anniversary at SXSW With a Celebration of Artists, Creators, and Fans

March 3, 2026

In 2006, Spotify was founded on the belief that technology could bring artists and fans closer together, providing a safe, legal, and user-friendly alternative to the rampant piracy threatening the music industry. From the beginning, we set out to make it easier to access and discover music in ways that worked for everyone. Two decades later, that belief still guides us, with discovery and shared listening at the heart of what we do.

This March, we’ll mark the start of our 20th anniversary celebrations at SXSW in Austin.

SXSW holds special significance for Spotify. Our co-founder Daniel Ek first delivered a keynote in 2010, and gave festival attendees a sneak peek of our platform’s revolutionary capabilities before it launched in the U.S. in 2011.

Over the years, we’ve seen how SXSW can spark moments that move music, technology, and creativity forward. It’s a fitting place to kick off celebrations for Spotify 20—at a festival long known as a proving ground for new artists, fresh ideas, and creative connection.

One stage, two decades of sound

We’re kicking things off at Stubb’s on Saturday, March 14, with Spotify 20: Live at Stubb’s, an official SXSW concert open to platinum and music badgeholders. In a year where we’re celebrating where we’ve been and where we’re headed, the lineup pairs artists who have shaped the last two decades of music with those defining what comes next. 

Performers include:

    • Alanis Morissette — The seven-time Grammy-winning singer-songwriter behind Jagged Little Pill, one of the best-selling and most culturally defining albums of the ’90s. Three decades in and with more than 8.6 million monthly Spotify listeners, her music continues to resonate with fans across generations with hits like “You Oughta Know,” “Thank U,” and “Ironic.” The latter has over 600 million streams and is her most-streamed track on Spotify.
    • Ella Langley — One of country music’s fastest-rising stars. With more than 20 million monthly listeners, Ella currently has one of the biggest songs in the world with “Choosin’ Texas.” Since its release in October 2025, the song has racked up more than 168 million streams. It’s the first song by a female artist to reach No. 1 on the Hot 100 (2nd Week), Hot Country Songs, and Country Airplay simultaneously. Her second album, Dandelion, arrives in April.
    • St. Vincent (DJ set) — Annie Clark, aka St. Vincent, is one of the most consistently intriguing presences in modern music, with more than 10 million monthly streams on Spotify. Her most recent album, the self-produced All Born Screaming, recently earned her three Grammy Awards, bringing her career total to six. St. Vincent’s live performances have run the gamut from the full-on rock intensity of the All Born Screaming shows to an upcoming tour of orchestral reinterpretations. At Stubb’s, she’ll be manning the decks for a rare DJ set.

Looking back while looking ahead

On Friday, March 13, Spotify co-CEO Gustav Söderström, country superstar Lainey Wilson, and podcast host David Friedberg will take the stage for a conversation on building for the long run. Two decades of music, podcasts, technology, and creative evolution; one session on what the future holds for music, podcasts, and Spotify.

Discovery across the festival

Throughout the week, Spotify will host events that bring together artists, creators, partners, and industry voices to look at the culture of music discovery and the future of listening. Highlights include:

    • A conversation between Spotify Chief Public Affairs Officer Dustee Jenkins and Nick Jonas about staying power in music, culture, and life. With Nick in town to launch Power Ballad, his film about ambition, friendship, and the complicated cost of a hit song, the two will reflect on his journey from early fame to reinvention, and the milestones that shaped him. They’ll explore evolution, creative risk, and what it really takes to build something that lasts—a fitting way to begin celebrating 20 years of listening back and looking ahead.
    • Brands and creator dialogues on shared listening culture.
    • A Spotify for Artists Masterclass with practical tools for navigating today’s industry.
    • A Heart & Soul wellness space within the SXSW Artist Lounge, in partnership with Backline, offering artists and managers space to recharge and support their mental wellbeing during a busy week of performances and meetings.

Across music, advertising, podcasting, partnerships, and product, we’ll be on the ground reflecting the full ecosystem of modern listening.

A playlist to celebrate 20 years

We’re also bringing the celebration onto our platform with the Spotify x SXSW playlist, a curated collection of artists who have taken to the Spotify House stage at the festival over the years. Whether you’re in the crowd at Stubb’s or listening from home, revisit some of the songs and voices that have defined the past two decades.

New Year, New Jobs, Renewed Commitment

January 12, 2026

Spotify’s new co-CEOs, Alex Norström and Gustav Söderström, start off the new year with a message of renewed leadership, creative responsibility, and what’s ahead for the brand.  

2025 was a massive year for this company. Now that it’s January, we go again. And we, of course, have new job titles. For us, this is less a fresh start and more a continuation of the Spotify journey we’ve been on for the last 15+ years. As January is a natural time for reflection, we thought it would be helpful to share some thoughts with you all.

Spotify turns 20 this year, and we’ve been fortunate to grow alongside the company. We joined in 2009 and 2011, respectively, when the world—and our hairstyles—looked a little different:

One thing has remained constant: music. It is central to the Spotify experience and foundational to our work. Music—and the artists, songwriters, and partners who create it—connects people across cultures in ways that are rare, and that responsibility guides our decisions.

What has changed, and will continue to change, is the music industry itself. Twenty years ago, it stood at an inflection point, overshadowed by piracy and in decline. Spotify emerged with a bold new approach, and today, artists around the world are finding fans and building careers at an unprecedented scale.

Spotify was founded on the belief that technology should solve real problems for the arts and its communities. Today, we support a global ecosystem of artists, creators, and authors across 184 countries. The challenges evolve, but our commitment to meeting them never wavers.

So. As we begin 2026, here’s what’s top of mind:

1. No Regrets 

Our aim is to build a product that leaves people feeling better at the end of every session. Whether it’s discovering a new favorite song, catching up on a podcast everyone will be talking about, or spending hours immersed in an audiobook, time on Spotify is worthwhile. Curating a playlist for someone you care about takes intention. Listening deeply takes dedication. When you choose to invest that energy, it should feel rewarding. That’s what we design for, and it all starts with the music, stories, and books you discover on Spotify. We know there’s more we can do to deliver on this promise, which brings us to… 

2. More Control 

We’re in the early days of a new technological era, but at Spotify, AI isn’t about automation or taking your hands off the wheel; it’s about agency. Driven by personalization, there isn’t just one Spotify—there are nearly three-quarters of a billion, each shaped by the listener behind it. Our focus is giving people more control over their experience. Through features like Prompted Playlist, DJ requests, and Mixing, technology works with your taste, opening up the world’s creativity while staying true to who you are.

3. A Creative Catalyst for Art 

We believe Spotify is most impactful when serving as a catalyst for innovation, acting as the R&D arm across the creative ecosystem. Over the past year alone, we shipped more than 50 major platform improvements, reached new highs in both users and subscribers, and paid out record amounts to the music industry. Our momentum only matters if it helps artists, authors, and creators succeed, and grows the pie for everyone. We stay focused on the work and the impact we have: continually refining the tools that help artists, authors and creators reach and grow their audience, earn from their work, and help fans discover and enjoy what they create.

4. One Team 

People often ask us what makes Spotify different. The answer is simple: our people. A global team of music, podcast, book, and technology fans who show up every day to deliver for users, creators, and partners alike. Together, we imagine new possibilities, take on hard challenges, and keep pushing to do better and move faster.

Twenty years in, our business has momentum, our growth is strong, and our purpose is clear. We’re here to unlock the world’s creativity. A new year is underway. Let’s get to work.