Tag: creators

Spotify’s Heart & Soul Initiative Brings Mental Health Support to Artists and Creators Worldwide

June 12, 2025

In 2018, Spotify launched Heart & Soul, a mental health initiative developed to provide support and promote deep knowledge about emotional well-being.

As conversations around mental health take center stage in the music industry, Spotify is deepening its commitment to artist well-being through our Heart & Soul, Mental Health for Creators initiative. In partnership with leading nonprofits, this global effort aims to provide meaningful support, challenge cultural norms, and ensure that artists, songwriters, and their teams can access the help they need—when they need it.

“Heart & Soul is our commitment to the creators behind the music. Artists and songwriters face immense pressure, and their mental health can’t be an afterthought,” said Lauren Siegal Wurgaft, Head of Social Impact, Spotify. “Supporting creators’ well-being is essential to sustaining a vibrant music ecosystem. By working closely with trusted partners like Backline, we’re not just offering resources, we’re helping drive lasting change in how the industry approaches mental health.”

Here’s how we’re putting that promise into action:

Financial Support

Spotify is providing direct financial support to help expand the impact of the following organizations: Backline (including Chappell Roan’s WE GOT YOU! fund), MusiCares, Music Health Alliance, Music Minds Matter, and Noah Kahan’s The Busyhead Project.

Expanding Access to Care

Together with Backline and Music Minds Matter, Spotify is funding grants to enable one-to-one therapy for current and upcoming EQUAL, GLOW, and RADAR ambassadors in the U.S. and U.K. Artist ambassadors from these programs will be given grants through partners that directly cover the cost of therapy that they can use themselves or gift to other artists in their bands or members of their teams.

Backline x Spotify: Supporting Artists Worldwide

We’re making mental health care easier to find and faster to access for creators. Spotify is proud to partner with Backline on the launch of their new global resource hub, an international, multilingual database featuring trusted music industry and mental health support resources and crisis lines from around the world. 

“Backline is honored to serve as a steward of Spotify’s investment into the creative community,” said Hilary Gleason, Cofounder and Executive Director, Backline. “Bringing our work to scale is a meaningful way to uplift the well-being of artists all around the world. This collaboration is taking these invaluable mental health and wellness resources beyond borders. Music knows no bounds, and now people who make music happen have access to care and a compassionate community. Our work together will help ensure that artists have the resources, support, and stability they need to thrive both personally and professionally.” 

To provide more personalized pathways to care, Backline has also launched global@backline.care, a dedicated concierge email service that provides one-on-one support to help individuals navigate local care options and mental health systems in their countries.

Bringing Wellness on the Road

We’re partnering with Backline and The Busyhead Project to meet artists where they are—in studios and backstage at major festivals like All Things Go NYC—through on-site wellness activations, self-care kits, and guided workshops designed to bring calm to the chaos.

Delivering Everyday Tools for Mental Health 

Through our new Heart & Soul, Mental Health for Creators hub on Spotify, creators can access curated playlists, podcasts, and audiobooks specifically designed to support their well-being.

Spotlighting Stories That Support Creators

Across Spotify for Artists and Spotify Songwriting, we’ll spotlight real mental health stories from the creative community and offer resources, reflections, and tools that resonate.

Holding Space for Songwriters

We’re creating spaces for connection and conversation around mental health in songwriting—through intimate dinners and studio residencies that bring songwriters together around mental health themes.

“The mental health challenges artists face are real and the current support systems often fall short,” said Monica Herrera Damashek, Head of Artist and Label Partnerships, Spotify. “It’s on all of us in the industry to respond with action. Spotify is expanding its Heart & Soul for Creators initiative by helping Backline scale its Mental Health & Wellness Global Resource hub internationally for the first time and by offering one-to-one therapy access to EQUAL, GLOW, and RADAR ambassadors in the U.S. and U.K. This is only one step, and we’ll continue to build a more supported environment for the artists who shape culture every day.”

Spotify’s Heart & Soul initiative represents a significant step forward in our enduring commitment to artists and creators. By providing direct financial support, expanding access to vital care, and integrating wellness into the everyday lives of musicians, we aim to foster an industry where mental health is prioritized, understood, and supported. This is an ongoing journey, and we are committed to working collaboratively to create a more sustainable and compassionate ecosystem for the individuals who bring the world’s music to life.

Spotify Ushers in a New Era of Moroccan Pop With 6 Artists Influencing the Scene

June 10, 2025

A new generation of artists is redefining Morocco’s pop music scene, blending their deep-rooted heritage with contemporary influences to create sounds that are both authentic and globally relevant. These are the voices of POPSTARS*, a fresh and energetic rebrand of Spotify’s Top Maghreb Pop playlist, designed to amplify Moroccan pop around the world.

This new campaign features exclusive interviews with six artists who are shaping Moroccan pop in strikingly different ways: Manal, Zouhair Bahaoui, Nouaman Belaiachi, DYSTINCT, Douaa Lahyaoui, and RYM. Hit play on the video below to hear from these rising stars:

“It was really important for us to connect with the pop audience and create a space where listeners from all over the world can experience the best of Moroccan pop,” said Mehdi Zim, Spotify’s Senior Editor for the Maghreb. “Our goal is to support today’s Moroccan pop artists and make sure the playlist keeps evolving—telling the story of a genre that’s growing, changing, and going global.”

Manal is known for her hyper-stylized visuals and feminist edge, weaving traditional motifs into futuristic soundscapes, while Zouhair Bahaoui and Nouaman Belaiachi each ground their sound in unmistakably Moroccan local textures. DYSTINCT, who grew up in Belgium, is making music in Darija (Moroccan Arabic), aiming to position Moroccan pop on the global stage alongside Afrobeats and Latin pop. Douaa Lahyaoui and RYM, meanwhile, are carving out new narratives—penning vulnerable lyrics, fusing genres, and giving voice to a new kind of Moroccan pop star.

Spotify Introduces Plays, a New Way To See What Content Is Resonating With Podcast Fans

May 6, 2025

Updated May 16, 2025: We always aim to provide the best Spotify experience, and sometimes that means learning and adjusting as we go. Based on early signals, we’re evolving how play counts show up across Spotify. To help celebrate growth, plays will be presented as incremental milestones instead of precise figures, beginning once an episode hits 50K plays. Creators will still see their precise numbers in their private dashboards. While plays are already available to all creators and publishers in Spotify for Creator and Megaphone, this experience continues to be a gradual rollout across the Spotify app. For more on the latest, read here.

At Spotify, we always seek ways to connect users with their next favorite podcast episode. We also work to give creators a deeper understanding of how content resonates with audiences. That’s why we’re introducing plays, a new podcast metric designed to help users see, directly within the app, which podcast episodes are most popular with fans.

For creators, plays are a helpful addition to their existing metrics and offer a more comprehensive view of the scale of all episodes on our platform. This will be another invaluable source of insight as they look to optimize their content for success, so they can continue to build a loyal fan base that comes back week after week.

Plays will capture engagement across audio and video content on Spotify, reflecting the number of times people have actively listened to or watched any episode. 

Starting this week, plays will be reflected across the Spotify app and in the Spotify for Creators and Megaphone dashboards.

A closer look at plays for creators

For creators, plays will be a key metric on the home dashboard, show overview, and individual episode analytics pages, offering a near-immediate snapshot of how content is performing based on active engagement. And because we want to give creators more comprehensive insight into the scale and depth of their audience, we’re also making consumption hour metrics available to all creators in Spotify for Creators, no matter where they’re hosted.

Existing monetization eligibility criteria and payout calculations for creators and publishers will remain unchanged. They will continue to be determined by streams and the podcast advertising industry standard of at least 60 seconds of engagement. For more details about how plays will work for creators and publishers, check out the latest on the Spotify for Creators blog.

Ultimately, plays will offer creators and their fans a clear way to measure which podcast episodes capture the most attention on Spotify. We’re always working to bring better insights to creators, foster greater discovery for people, and help content reach even wider audiences. Stay tuned for more.

From Audio to Video, Spotify’s $100 Million Payout Fuels Creator Success Stories

April 28, 2025

Podcasts have become a cornerstone of the Spotify experience, evolving from a niche interest to a cultural phenomenon. As the format continues to grow, we’re seeing an exciting trend emerge: the rise of video podcasts. At Spotify, we’re committed to supporting creators across all formats, and we’re thrilled to announce a significant milestone in that journey.

For the first time, we’re revealing that Spotify paid out more than $100 million to podcast publishers and podcasters worldwide in the first quarter of 2025 alone. This figure reflects our deep commitment to the creator economy and underscores Spotify’s position as a leading platform for audio and video creators alike.

We’re expanding creators’ reach to a global audience, providing flexible earning options regardless of format, and offering tools to capture and engage a loyal fanbase. Whether a creator is just starting out or looking to scale an existing show, Spotify provides the resources and opportunities to thrive.

For fans, this translates to an even richer library of diverse content and the unique ability to seamlessly switch between listening and watching their favorite podcasts on Spotify.

A platform for growth and innovation

This payout encompasses both ad-based revenue and revenue generated through the Spotify Partner Program, which launched earlier this year in select markets. The program is designed to provide creators with more ways to monetize their content, offering audience-driven payouts from Spotify Premium video engagement and the ability to monetize via ads in Spotify Free and on all other podcast listening platforms.

We’re seeing positive signals that this approach is resonating with creators. The Spotify Partner Program is driving growth, with total earnings for participating creators up 23% month-over-month from January to February, and 29% month-over-month from February to March. We’ve also seen a significant increase in video podcast adoption, with active monthly video podcasts up 28% since the program launched.

Recognizing the power of podcasts to reach valuable consumers, some of the world’s largest advertisers are booking campaigns through the Spotify Audience Network as part of the Spotify Partner Program, including McDonald’s, Google, and Chelsea FC, providing creators with even more monetization opportunities.

The creator perspective

The real impact of these opportunities is best illustrated by the success of individual creators. Shows like Your Mom’s House with Christina P. and Tom Segura and The Rest Is Politics: US have experienced a remarkable surge in engagement since joining the Spotify Partner Program, with weekly consumption up more than 45%. Matt and Shane’s Secret Podcast has also seen significant gains, with weekly consumption up 12% since joining the program and total consumption time up 30% from January to March. Similarly, Two Hot Takes has seen weekly consumption grow by 12% since introducing video on Spotify. But these numbers only scratch the surface. Here’s what participants are saying about the program:

  • Tony Pastor, co-founder of Goalhanger: “Since we added video to our shows on Spotify, we’ve been delighted by the growth we’ve seen across the Goalhanger network. It’s clear that our audiences love watching their favourite hosts and we’re really encouraged by the engagement levels we’ve seen so far.”
  • Christiana Brenton, Chief Revenue Officer at FlightStory and Co-Founder of FlightStory Studio: “Since joining the Spotify Partner Program, we’ve seen weekly consumption grow by over 45%. That kind of trajectory is exceptional, and it speaks to the power of a global platform that is committed to creator success. Spotify has opened up a new competitive revenue stream and allows us to tap into a deeply engaged audience.”

Ultimately, Spotify is committed to building a sustainable ecosystem where creators can thrive. This $100 million payout is just one step in that journey. We’ll continue to invest in new tools, resources, and programs to support creators in all formats, and we’re excited to see what the future holds for podcasting on Spotify.

The Spotify Partner Program Expands To Nine New Markets, Giving More Creators New Ways To Monetize Their Content

March 27, 2025

Since announcing the Spotify Partner Program last fall, we’ve heard from creators who are optimistic about the flexibility, control, and opportunity that our new monetization program provides. And following the successful January launch in the US, U.K., Canada and Australia, we’re expanding the Spotify Partner Program to nine new markets. 

Starting April 29, eligible creators in France, Belgium, Luxembourg, Netherlands, Ireland, New Zealand, Germany, Austria, and Switzerland are able to enroll. 

The Spotify Partner Program offers audience-driven payouts to creators from Spotify Premium video engagement and the ability to monetize via ads in Spotify Free and on all other podcast listening platforms. This can help creators navigate seasonality shifts and shifts in brand/advertiser interest and give them a more consistent, reliable way to earn. 

As a brand-new revenue stream for enrolled shows, Spotify Partner Program delivered impressive results immediately. Hundreds of podcast creators surpassed $10,000 in monthly revenue, with the top earners crossing well into six figures in the first month alone. 

Additionally, Spotify Partner Program creators in the US, Canada, UK, and Australia will have more opportunities to earn Premium video revenue for listeners in new markets starting on April 29. 

Video podcasts are on the rise, and the number of creators actively publishing videos monthly on Spotify has grown by more than 50% year over year. Listeners are responding in kind, with over 250 million users having watched a podcast on Spotify, and nearly two-thirds of podcast listeners saying they prefer podcasts with video.

With more creators able to enroll in Spotify Partner Program, listeners will have access to a bigger and better catalog of video podcasts, as well as seamless background and foreground toggling. Premium users will also have the ability to watch videos with fewer ads. While a creator’s baked-in sponsorships will remain in the episode, traditional dynamic ads will not interrupt the video for Premium users, creating a seamless experience on any device.

“Spotify is committed to providing creators with more options to grow their audience and engage with fans on the format that best suits their style and show—either audio, video or both,” said Roman Wasenmüller, Head of Podcast Business at Spotify. “As we continue to evolve and expand the Spotify Partner Program, we are focusing on increased revenue and consumption for creators.”

Spotify has led audio streaming worldwide for nearly two decades. As video accelerates, we’re investing to make Spotify the video and audio destination for creators and listeners. With the Spotify Partner Program, we’re helping creators build and retain loyal audiences by delivering the best possible version of their content.

Find out more about the Spotify Partner Program by visiting the Spotify for Creators website.

Spotify’s First-Ever Creator Milestone Award Celebrates the Growth and Success of Podcasts Worldwide

January 27, 2025

Spotify remains the ultimate destination for podcast creators, with more than 1 billion people having listened to a podcast on Spotify since we entered the space in 2019. And for the first time, we’re introducing the Spotify Creator Milestone Award to recognize the journey, growth, and streaming success of podcasts around the world.

Evaluated quarterly, the Creator Milestone Award will be given to podcasts that reach certain streaming thresholds on Spotify—100 million streams, 250 million streams, and 500 million streams—setting a new standard for podcast achievement and honoring the many record-setting shows on our platform.  

Awards will be given out across three categories:

Gold (500 million Spotify streams)

Inaugural winners include…

Crime Junkie 

The Joe Rogan Experience 

Silver (250 million Spotify streams)

Inaugural winners include…

Dateline NBC 

Stuff You Should Know

Bronze (100 million Spotify streams)

Inaugural winners include…

Rotten Mango 

VIEWS with David Dobrik & Jason Nash

*Podcasts in emerging markets will receive a Bronze Creator Milestone Award for reaching 50 million Spotify streams.

Award recipients will be hand-delivered a physical Spotify plaque, they’ll be spotlighted across Spotify’s social channels, and will be featured in a new editorial hub on-platform. We’re also releasing a marketing campaign to highlight some of our first award recipients at New York City’s Penn Plaza.  

Spotify is the leading audio podcast platform in most markets worldwide, as well as the most used podcast platform among Gen Z in the U.S., and we’re excited to celebrate and honor the ongoing and ever-changing journey of being a creator today.

Visit our Creator Milestone Award hub to discover the top podcast creators on Spotify.

Tune In, Tune Up: Five Creators Share Tips To Guide Your 2025 Wellness Goals

January 10, 2025

The new year is a time for fresh starts and a renewed focus on our well-being, and there is a wealth of podcasts you can stream on Spotify to find inspiration and motivation. To help you kick off 2025 feeling your best, we’ve consulted five luminaries in the wellness space to share their insights.

The Subtle Art of Not Giving a F*ck Podcast

Building on Mark Manson’s bestselling self-help book of the same name, The Subtle Art of Not Giving a F*ck Podcast tackles relationships, careers, health, wealth, and happiness with refreshing honesty. Featuring a mix of guest appearances, burning reader questions, and solo shows with Mark, the show explores all the uncomfortable questions that might just change your life.

Mark Manson

How it started: “It happened by accident. I started blogging my own personal growth journey, had a distinct style and some unique takes, and developed an audience relatively early on. They started asking me for advice, so I went and researched the answers. From there, it just kind of snowballed.”

How it’s going: “Spotify has been the primary home for my podcast audience almost since we launched. It seems like we grow the most organically there, and our listeners are more engaged.”

Mark’s wellness tip: “I know big, ambitious goals are sexy, but you’re far more likely to succeed if you break them down into a series of small, relatively attainable goals and take them down one after the other. It’s not as sexy or exciting but it’s what actually works. If you’re relying on willpower, you’re doing it wrong.”

Stream the latest episode of The Subtle Art of Not Giving a F*ck Podcast on Spotify.

The Liz Moody Podcast

Hosted by bestselling author and longtime journalist Liz Moody, The Liz Moody Podcast offers research-backed wellness advice. Liz sits down with some of the world’s leading experts to answer some of the biggest health and wellness questions, from what to eat to fight disease to how to take control of your finances.

Liz Moody

How it started: “After experiencing a mental health crisis, I turned to the skill set I’d honed over the years: researching and asking questions. I reached out to people I had absolutely no business talking to (neuroscientists at Stanford, nutrition researchers at Harvard) to try to uncover what was happening in my brain, and how I could potentially feel better. Many of them didn’t write back, but a few did, and with that information I began to cobble together a plan for myself. Slowly—very slowly!—I started to feel better, and I became passionate about helping others feel better, too.”

How it’s going: “People are already listening to their favorite music on Spotify, so it’s easy for them to integrate podcasts—I love making any wellness habits as simple as possible, so meeting people where they already are is huge for that. It’s also so fun to have comments on episodes, and be able to continue the discussions raised and get feedback on what people are loving.”

Liz’s wellness tip: “The world’s largest study on gut health found that the single most important thing to feed our microbes was how much diversity was in our diet. Specifically, the study found that 30 plants per week was the ideal number for optimal microbiome benefits. So start counting your plants—and anything that grows in the ground counts as a plant—and try to add more plants to every meal. Can you hit that 30 a week number? It becomes a fun game, but it also has huge health benefits.”

Stream the latest episode of The Liz Moody Podcast on Spotify.

GrownKid

Following the success of Teenager Therapy, Gael Aitor and Kayla Suarez returned last summer with a brand-new podcast, GrownKid, focused on young adulthood. Bringing diverse perspectives from experts and leading voices across generations, GrownKid offers meaningful conversations around critical topics for Gen Z, like building a career without a college degree or overcoming rejection.

Kayla Suarez and Gael Aitor

How it started: “We started a podcast documenting our coming-of-age when we were 15 years old, and so began our journey into advocating for the importance of vulnerability, mental health, and wellness.”

How it’s going: “Not only has Spotify given us the ability to talk with our audience directly, but it’s also allowed us to get a sense of what’s important to our listeners by helping us track the better-performing episodes and topics we do.”

Gael’s wellness tip: “When you feel yourself getting brain fog, go outside and walk in nature. If that’s not possible, walk inside your house!”

Kayla’s wellness tip: “Dance, dance, dance! I feel like dancing as an act of wellness is underrated. Even just setting aside 10 minutes to play your favorite songs and dance has made such a difference for me.”

Stream the latest episode of GrownKid on Spotify.

Self Obsessed

A renowned self-love and development expert, Tam Kaur is dedicated to helping women become the best versions of themselves. On Self Obsessed, she provides advice on topics like building confidence, embracing authenticity, setting boundaries, cultivating healthy relationships, and pursuing your passions.

How it started: “I’ve always been obsessed with self-development. Along the way, I definitely made mistakes, but the lessons I learned inspired me to share them so that other women could progress on their journeys faster.”

Tam Kaur

How it’s going: “Spotify has allowed me another avenue to provide value to my audience, from my curated wellness playlists filled with uplifting songs to my audiobook, Buy Yourself the Damn Flowers. With my podcast, it’s allowed me to share my story more in depth, connect with my listeners, and create even more content for my audience members who are always on the go!”

Tam’s wellness tip: “Meditate. It’s something I value more strongly now than ever. It’s easy to do and doesn’t have to take more than two minutes, and yet the benefits are endless. You gain peace, clarity, and presence. Not to mention it’s a powerful manifestation tool when you visualize your dream reality at the same time. It has the power to rewire your subconscious so that you can develop a more positive self-concept.”

Stream the latest episode of Self Obsessed on Spotify.

Let’s Talk About Mental Health with Jeremy Godwin

On Let’s Talk About Mental Health, writer, counselor, and mental health advocate Jeremy Godwin breaks down complex mental health topics into simple, actionable steps. With practical, research-backed advice and insights from his expertise and personal experience, he seeks to help you build healthier habits, foster resilience, and create lasting positive change.

Jeremy Godwin

How it started: “After going through a breakdown in late 2011, followed by several years of severe depression and anxiety, I wanted to find a way to help others who were dealing with what I went through. Over a decade later, I’ve found a space to help people that also makes me feel incredibly fulfilled!”

How it’s going: “Being able to engage directly with my listeners through comments and polls on Spotify helps me understand what resonates with them, and have real conversations (instead of just talking at them each week in my show!).”

Jeremy’s wellness tip: “Focus on what you can directly control. It’s so easy to become overwhelmed by the weight of the world and all the stuff we need to deal with in our lives…but when you remember that you can only ever control your own words and actions, it frees you from a lot of stress.”

Stream the latest episode of Let’s Talk About Mental Health with Jeremy Godwin on Spotify.

The Spotify Partner Program Is Here, Offering New Ways for Creators to Monetize in the US, UK, Canada, and Australia

January 2, 2025

With more than 640 million users and more than 250 million subscribers, Spotify is one of the largest platforms in the world for creators. We’re also continuously building new offerings to help creators grow their audiences and better monetize their content on Spotify. Today, we officially launched the Spotify Partner Program, a powerful new monetization system for creators in the U.S., the U.K., Canada, and Australia.

First announced at our Now Playing event, this program gives eligible creators who host with us access to multiple revenue streams to help them transform their shows into sustainable businesses: audience-driven payouts from Spotify Premium video engagement, and the ability to monetize via ads in Spotify Free and on all other podcast listening platforms.

This dual approach gives creators greater flexibility and control, helping them navigate industry shifts and maintain consistent revenue streams. Users, meanwhile, benefit from enhancements to the viewing experience and a bigger and better catalog of video podcasts, and Premium users are able to watch without interruptions from third-party ads. While a creator’s baked-in sponsorships will remain in episodes, traditional dynamic ads will not interrupt the video for Premium users, creating a seamless viewing experience on any device.

Early success and creator optimism

Creators are embracing the opportunity for greater control over their businesses and the ability to deliver the best possible content to their fans, fostering loyalty and audience retention. Since we announced the Spotify Partner Program on November 13, more than 65% of eligible shows and networks have already enrolled. Here’s what we’re hearing:

    • Smart Money Happy Hour creators: “We’re thrilled to partner with Spotify as they build a phenomenal podcast experience for their users. Smart Money Happy Hour exists to make the lives of our fans better, and adding video on Spotify does just that. We love all of the product enhancements that are happening on Spotify, and we plan to use all of them to engage with our audience even more in 2025!”
    • The Paranormal Podcast host Jim Harold: “I’m thrilled to be one of the early participants in the Spotify Partner Program. The power of longform video on Spotify gives us access to new viewers while super-serving our loyal audio audience with an added dimension. It makes 2025 an exciting new year for The Paranormal Podcast. As usual, Spotify is at the forefront of innovation for both creators and their audiences.”
    • The Makeshift Podcast co-host Zach Misischia: “The new Spotify Partner Program has given us a way to monetize our podcast without interrupting the listener’s experience, which is extremely important to us since it can often deter listeners from continuing an episode.”

Because video is naturally growing in popularity across Spotify, we’re continuing to invest in ways to make the viewing experience more seamless and delightful for our users, and to allow creators to leverage the format for discovery and growth. Podcast clips, also unveiled at Now Playing, are short-form videos uploaded by creators that are recommended across Spotify surfaces, making it easier for users to discover new shows. Since launching the feature in select markets in November, we’ve seen that clips are 33% more effective than previews at converting browsers into potential listeners.

Ready to unlock the full potential of your content? Get started now with the Spotify Partner Program.

Audiobook Authors and Publishers Get a New Suite of Tools With the Launch of Spotify for Authors

November 26, 2024

Spotify’s audiobook catalog brings more than 300,000 titles—and counting—to the ears of listeners around the world. Now we’re launching a new platform to offer more for the authors and publishers behind the audiobook content we all love. Introducing Spotify for Authors.

Much like Spotify for Artists and Spotify for Creators, the new Spotify for Authors platform empowers authors and publishers with better tools and data to maximize their success on Spotify.

For publishers

We have worked alongside publishers to develop impactful tools that deliver better insights and growth for publishers and authors alike. For publishers, Spotify for Authors expands on the catalog management and royalty reporting currently offered in Passport, with insights and analytics to help them better understand their audiences and catalog consumption on Spotify. The platform also provides promotional tools to help publishers enhance their presence on Spotify and expand their listener bases.

For authors

For authors invited by publishers, Spotify for Authors offers direct access to industry-leading insights, as well as growth and promotional tools to help them grow their listeners and catalogs, including:

  • Aggregated age and gender demographics that provide more insight than ever before, to let them know who is listening to their content on Spotify. 
  • Redemption codes to share royalty-free copies of titles with reviewers, superfans, and collaborators (if enabled by their publishers).
  • Promo cards to generate professional and shareable social assets for their titles in just one click.
  • Early access to author profiles, a new feature rolling out to Spotify so fans can easily discover more about the authors behind their favorite books.

For the Record caught up with Owen Smith, VP of Audiobooks Product and Technology at Spotify, to learn more about Spotify for Authors and what this new platform means for the people and teams behind the audiobooks listeners love.

What makes Spotify for Authors unique in the publishing industry?

We believe that one of the best ways to support authors and publishers is by giving them access to the right tools and data. With Spotify for Authors, we’re giving our partners across the audiobooks industry more comprehensive insights and marketing features to make the most of their presence on Spotify. 

This platform is unique for the industry because it is built to support any author or publisher — we’re not gating any features or limiting them based on exclusivity. Our aim is to push the entire industry forward for the benefit of all authors and publishers, and we believe they need the right tools and technology to reach their maximum potential. We’re just beginning to roll out access to Spotify for Authors but are eager to see the impact a platform like this can have for publishers and authors of any size.  

How will Spotify for Authors help publishers and authors reach new audiences?

The more we give rich and granular insights to publishers and authors, the more they can understand their audience and make strategic decisions about how to market their audiobook. For example, they can now see the age and demographic info of who is listening to their titles on Spotify, and also what genres of podcasts they’re listening to. This is important because podcasts are a big part of any book’s release campaign and ongoing success—so now they will have a better sense of what kinds of shows to target. I’m also excited to see authors leverage redemption codes to promote their titles and draw in new and existing fans. 

How will Spotify continue to innovate and update its audiobook offerings?

With audiobooks, we know Spotify can uniquely reimagine the format, and Spotify for Authors is the foundation on which we’ll expand the much-requested creative options for authors and publishers. We have a lot in store for audiobooks on Spotify in 2025: bringing our partners better tools and more insights through Spotify for Authors so they can connect more authentically with their readers and fans, building richer and more dynamic experiences for listeners (like our follow-along experience we’re currently testing), and enhancing our discovery and cross-promotion efforts across content verticals to introduce new audiences to the format. 

Lastly, I’ll say: We’ve worked closely with authors and publishers to develop Spotify for Authors, prioritizing what to build based on their feedback and needs, and will continue to iterate and partner with them along the way. So, if you’re an author or publisher using our tools, please send us your notes! 

Today’s launch is just the first step as we help authors and publishers reach new audiences, connect more deeply with their fans, and drive listening. 

Spotify for Authors is available in all Spotify markets, enabling authors and publishers to utilize Spotify’s tools regardless of where they publish from. Publishers can access Spotify for Authors with their Spotify logins and can invite authors to join at authors.spotify.com. We will be expanding access to authors using Findaway Voices early next year. 

If you’re an author or publisher, visit this link to learn more.

Big ‘Higher Learning’ Fan? We Are Too. Rachel Lindsay Shares Why Video Is Such an Important Part of the Podcast

November 14, 2024

This week, talented creators traveled to Los Angeles to join Spotify for Now Playing, where we unveiled a series of new offerings aimed at helping them better monetize their video podcasts on Spotify and grow their audiences. It was an exciting event that spotlighted our biggest update to podcasts on Spotify—including an exciting evolution of the name and brand of our accompanying platform to Spotify for Creators—all to better serve the multiformat needs of our community.

One creator in attendance was Rachel Lindsay. The attorney, internet personality, author, and Bachelorette star is also the cohost of the Ringer podcast Higher Learning. On the show, Rachel and her cohost Van Lathan dissect the biggest topics in Black culture, politics, and sports. At Now Playing, Rachel shared her experience and expertise in a panel titled “Fandoms Are Culture: How Creators & Content Grow on Spotify.”

For the Record caught up with Rachel to learn more about how her show comes together, as well as the creators and artists she’s currently listening to on Spotify.

What inspired you to start your show?

Sometimes other people recognize what is right for you before you can see it for yourself. I always wanted to be in the media but thought that only could be with television. I met Bill Simmons because I was doing some interviews with Juliet Litman on Bachelor Party. I ended up doing some other work with The Ringer, and eventually Bill asked me if I wanted to create a project that was purposeful and I could be proud of. He had an idea and introduced me to my cohost, Van Lathan. We immediately connected and had a brother-sister relationship. Originally we were supposed to start our podcast in March 2020, but COVID hit and changed everything regarding the production and launch of our podcast. We eventually launched in May 2020, which was a very pivotal and dark time for Black people in this country. We decided to change the direction of our podcast to be the pulse of the culture…the rest is Higher Learning history.

How do you select the topics you cover?

We have a topical show that is a reflection of what is happening in the culture. If something is happening in the world, we want people to know that you can find us covering it that week. We select topics by following the news, social media, reading articles, podcasts, and talking with friends. We don’t want to miss breaking news or viral moments. We share stories, ideas, and topics in a group chat and narrow down what is the most effective rundown for our show.

How has working with Spotify helped strengthen your connection with your fans?

Higher Learning was one of the first podcasts to have the video element. This allowed our viewers to feel as if they were sitting at the podcast table with us in an intimate way. Video brings the podcast to life in a different way. My favorite thing is to spot one of our listeners (aka Thought Warriors) in the wild. They will often tell me how they feel like they know us and relate to us, and it is because they can watch us on Spotify with video.

What advice do you have for emerging creators?

There is so much content available out there that covers every genre, topic, etc. What makes the content different is the creator. I would encourage you to find something that you are passionate about and then apply your unique voice and perspective to it because that is what will differentiate you. Do not try to emulate your favorite creator. Learn from them and use them as a guide to build something special.

Are there any Spotify features or tools that are especially helpful for you?

I cannot talk enough about Spotify video!

Who are some of your favorite creators to follow?

Everyone on The Ringer and Ringer Reality TV, Danny Pellegrino, Kid Fury and Crissle, and Natasha Parker.

What are you currently listening to?

Akeem Ali, Tyler, The Creator, Willie Jones, GloRilla, BigXthaPlug, Doechii, and Muni Long.

Rachel Lindsay, Van Lathan, and Mallory Rubin speak onstage during the “Now Playing” Event

Check out more coverage from Spotify’s Now Playing event.

Introducing Casa Spotify Buenos Aires, a New Cultural Center for Argentine Creators

August 15, 2024

Recent years have seen the emergence of groundbreaking talent from cultural hot spots across Latin America. Propelled by the power of streaming, Latin beats are reshaping the rhythm of global music. Argentina is home to a number of these artists, with hitmakers like Maria Becerra and Bizarrap breaking down barriers and bringing their music to fans around the world.

At Spotify, we’re committed to elevating Argentine artists to the global stage. And now, we’re proud to present Casa Spotify Buenos Aires, a new space for Argentine creators located in the heart of the city’s art scene.

A place for creators to hone their craft

This vibrant space will bring artists, producers, podcasters, and fans together year-round, offering a unique environment for inspiration, growth, and collaboration. With a podcast studio, listening rooms, an acoustic performance space, and more, Casa Spotify Buenos Aires is where every visitor can find their voice.

“At Spotify, we firmly believe in the power of music to connect people and strengthen communities, and Casa Spotify is the perfect space for that,” said Belen Dantas, Marketing Manager for Spotify’s Southern Cone region. “This venue not only provides artists and creators with a platform to share their creativity but also allows listeners to discover and enjoy a variety of meaningful experiences and connections, fostering a sense of belonging within our global community.”

Comments on Podcasts Gives Creators and Listeners More Ways To Engage

July 9, 2024

*Update as of April 23, 2025: We are expanding our auto-publishing capabilities to more languages, including comments made in Spanish, German, and Portuguese, in addition to English.

*Update as of October 23, 2024: We’ve been investing in new settings and features to improve the comments experience on Spotify, and give creators even more flexibility and control over their show. We will now automatically publish all new comments made in English, as long as they meet our platform rules. Get the latest at Spotify for Podcasters.

For podcast creators who want to grow their audiences, building a stronger relationship with their listeners and fans goes a long way. And in order to amplify their presence, creators need tools that give them the functionality, insights, and flexibility to manage their shows and engage fans anytime, anywhere. 

That’s why, starting today, we’re beginning to roll out a brand-new way for podcast creators to interact with their fans—with Comments—and introducing an easier way for all podcasters to manage their shows: with the all-new Spotify for Podcasters mobile app.

Our new Comments feature expands on the Q&A and polls functionality we introduced in 2021 as a way to bring interactivity into the podcasting industry for the first time. And interactivity is a feature that already has listeners and creators buzzing: More than 9 million unique Spotify listeners have interacted with a Q&A or poll just this year, and there’s been 80% year-over-year growth in the number of total Q&A responses and votes from listeners.

“As a podcast focused on the lessons we can learn from history’s greatest leaders, I’m always curious about which takeaways resonate most with my audience,” said Ben Wilson, creator of How to Take Over the World. “Comments on Spotify provide me that invaluable feedback, which makes creating my podcast that much more rewarding and allows me to build a stronger connection with my listeners.”

With the introduction of Comments, we’re also excited to give all creators—regardless of where their episodes are hosted—better ways to manage their entire show, including listener feedback. Podcast creators can now use Spotify for Podcasters on desktop or with our all-new mobile app to interact with listeners, manage their presence on Spotify, check their latest stats, and track growth in real time. And fans can directly comment on the podcast episodes they’re already listening to on Spotify.