Tag: culture

Spotify Celebrates Ramadan With Listening Trends From Around the World

March marks the beginning of Ramadan, a cherished cultural event celebrated by Muslims worldwide. As families and communities come together to observe, contemplate, pray, and celebrate the Holy Month, they can also turn to Spotify for meaningful audio content. 

This year, our Ramadan hub is back with a blend of music and podcasts designed to foster self-reflection, wellness, and entertainment. When eligible listeners open the Spotify app, they’ll find carefully curated content for every mood and moment of Ramadan. Listeners will also find personalized content on the Your Ramadan 2024 playlist.

What does Ramadan sound like around the world on Spotify?

As Ramadan begins, many Muslims experience shifts in their daily routines, from work schedules to social interactions. Similarly, their Spotify listening habits also shift, as evidenced by our streaming data from 2023.

Our top finding? Audio was often used to set the tone as families and communities came together for suhoor, the predawn meal, with streaming spiking around 5 a.m. in most markets. Below, we unveil more 2023 listening trends across various markets to shed light on streaming patterns throughout the sacred month.

Egypt

  • Quran listening hours (audio consumption related to the central religious text of Islam, the Quran) spiked around 5 p.m. This aligns with iftar, the post-sunset, fast-breaking meal.
  • Before sunrise, listeners consumed more entertainment-based content.
  • A top podcast throughout the month: Finjan with Abdulrahman Abumalih. Hosted by Saudi journalist and TV presenter Abdulrahman Abumalih, Finjan covers a wide range of topics pertaining to the Middle East and North Africa.

Saudi Arabia

  • Quran listening hours surged around 8 a.m.
  • Before sunset, listeners consumed more spiritual and fitness-based podcast content. Before sunrise, preferred podcast genres included history and crime.
  • A top podcast throughout the month: Areeka. Hosted by Bibi AlAbdulmohsen and Talal Sam, Areeka mostly covers social topics, from psychology to common myths.

Indonesia

  • Generally, streaming spiked between 2 and 4 p.m., which aligns with ngabuburit, the waiting period before breaking fast.
  • Religion and spirituality-based podcasts were the most-consumed genre throughout the month.
  • Listeners gravitated toward well-being podcasts in the morning before shifting to music at night.

Spotify’s top Ramadan playlists

Our Ramadan hub contains a wide variety of curated playlists. In Egypt, the top Ramadan playlist of 2023 was Titrat Ramadan, which showcases soundtracks from the most popular Ramadan TV dramas.

In Saudi Arabia, listeners gravitated most toward Chill-oud. This playlist features songs played with the oud, a stringed musical instrument that is one of the oldest and most important instruments in Arabic culture.

Listeners in Indonesia favored the Your Ramadan 2023 playlist. This personalized playlist brings Spotify’s editorial and algorithmic worlds together to provide users with curated audio content that resonates with their respective Ramadan journeys.

Last but not least, the most-streamed Ramadan playlist in Pakistan was Hamd-o-Naat, which features devotional tracks for an immersive experience. “Naat” was also the country’s most-searched word during the Holy Month, reflecting a desire for poetic expressions of devotion and praise. Our Best of: Coke Studio Sufi playlist, which showcases Coke Studio’s top Sufi tracks, also saw 218% growth last year.

This year, Spotify remains dedicated to delivering a culturally resonant Ramadan experience for listeners around the world. For the ultimate audio companion throughout the sacred month, explore the Ramadan hub.

Spotify CLASSICS: 30 Classic Hip-Hop and R&B Albums From the Streaming Era

Streaming has transformed not only the way fans listen to music, but also the way artists release music to the world. And while music has become a more song-driven culture in recent years, that doesn’t mean albums have lost their impact. With the introduction of Spotify CLASSICS: Hip-Hop & RNB Albums of the Streaming Era, we’re celebrating the classic albums that have stood the test of time, no matter the era. 

Available in North America, Spotify CLASSICS is our first-ever program to celebrate catalog music. For the first iteration, we’re looking at albums from the streaming era, 2015 to the present day. Through a selection process examining an album’s holistic impact, our North American editorial team has put a spotlight on the ones that helped define the streaming era.

To inaugurate this new series, our editors have immersed themselves in the world of hip-hop and R&B, picking the 30 classic albums from the likes of Beyoncé, Tyler, The Creator, Solange, Kendrick Lamar, JAY-Z, SZA, Travis Scott, and Future.

Anderson .Paak – Malibu

Steel Wool/Empire, 2016

After years of honing his craft in L.A.’s underground scene, Anderson .Paak finally had a breakthrough with his second studio album, Malibu. A true hybrid, Anderson collages pieces of funk, R&B, dance, and rap into a cohesive puzzle. Released independently, the album earned a Grammy nomination and served as a springboard for AP to become one of music’s most multifaceted artists.

Beyoncé – Lemonade

Columbia, 2016

Beyoncé took the idea of the blockbuster album to new heights with her self-titled surprise in 2013, but less than three years later, she somehow managed to outdo herself on her sixth album, Lemonade. A reckoning with infidelity, the album is a visual and sonic tour de force that effectively lifted the star’s otherwise impenetrable veil through a stunning display of vulnerability and catharsis. From its melding of genres to its incorporation of visual and fashion cues to its marketing, Lemonade has become a multidisciplinary blueprint in its own right.

Beyoncé – RENAISSANCE

Columbia, 2022

Beyoncé’s ability to outdo herself was already unparalleled, but then RENAISSANCE arrived. The full scope of its impact can’t be known so soon, but already, it’s clear that this album is truly special. It’s conceptual like its predecessor, but beyond that, there’s little in her catalog to point to for reference; this is Bey like we’ve never heard her before. Atop a soundscape of Chicago house, Detroit techno, bounce, ballroom, and their numerous derivatives, she sings, raps, and sing-raps, mightily proclaiming that dance music is Black music—then, now, and forever.

Bryson Tiller – T R A P S O U L 

RCA, 2015

A product of 2010s postDrake R&B, Bryson Tiller’s T R A P S O U L represented an evolutionary step in the merging of hip-hop and R&B. Stylistically, he covers the spectrum between rapping and singing, at times on the same verse. Combining vintage songwriting with futuristic production, T R A P S O U L offers up relatable love songs that strike a chord with a generation enamored by toxicity. While countless pop stars and R&B upstarts would go on to adopt Bryson’s blueprint, T R A P S O U L remains the standard.

Cleo Sol – Mother

FLO/Tunecore, 2021

Becoming a parent permanently alters a woman’s world, and when Cleo Sol arrived at that crossroads in her own life, she created a monument. Her aptly titled second album, Mother, is a beautiful and emotional project that reflects on her personal transformation and her complicated relationship with her own mom. There’s a profundity to the songs—many of them recorded with her newborn son in her arms—that still feels like a rare gift.

Daniel Caesar – Freudian 

Golden Child, 2017

Daniel Caesar went against the grain as trap soul was becoming the norm. The Toronto balladeer merges his gospel, soul, pop, and indie sensibilities into Freudian, a 10-track masterpiece that’s unmistakably R&B. Released on the singer’s label, Golden Child Recordings, the album features hits like “Get You,” as well as the Grammy-winning “Best Part” with H.E.R., which has earned over 1 billion streams on Spotify to date. Freudian is a testament to R&B’s enduring appeal and the genre’s capacity to reference the past, present, and future in its purest form.

Freddie Gibbs and Madlib – Bandana

Keep Cool/RCA, 2019

Freddie Gibbs and Madlib released their first collaborative album, Piñata, in 2014 during a transitional time in music. By the time they delivered the 2019 follow-up, Bandana, streaming had become the world’s top medium for music discovery and melodies had all but replaced traditional rapping. Despite this, Bandana established the duo as leaders of a more vintage sound centered around lyricism and lo-fi beats—a counter-culture movement that’s still inching toward the mainstream today.

Frank Ocean – Blonde

Boys Don’t Cry, 2016

A critical darling since his 2011 breakout mixtape, Nostalgia, ULTRA, Frank Ocean stepped into a class all his own with his second album, Blonde. More sparse and atmospheric than previous releases, Blonde leans into his most endearing and enigmatic qualities. Emotions are high, but neatly contained narratives are few, which is fitting for an album that makes deconstruction—sonic and otherwise—its guiding principle.

Future – DS2

Epic, 2015

At the time of DS2’s release, Future had come off of a five-month, three-mixtape run that included Monster, Beast Mode, and 56 Nights. Still, questions remained about whether he could conjure the same magic on a proper album. DS2 quickly silenced doubters as the Atlanta rapper elevated his signature brooding to new levels. A refined and focused album, DS2 both cemented an iconic run from the artist and forged a new way for trap—and popular—music.

H.E.R. – H.E.R.

RCA, 2017

The 2010s were rife with artists incorporating mystery into their marketing, but H.E.R. made it central to her musical identity. Her self-titled compilation album—which combined her first two EPs along with a handful of new songs—used the faceless, nameless approach (especially rare for women) as a way of highlighting universal experiences with love and heartbreak. More than that, her anonymity allowed her striking voice and musicality to take center stage, laying the groundwork for the star she’s evolved into.

The Internet – Ego Death

Odd Future/Columbia, 2015

Once the in-crowd’s best kept secret, The Internet stepped out of Odd Future’s shadow and expanded its reach with Ego Death, proving that the group could no longer be confined to the alternative R&B label they carried at the beginning of their career. The streaming hit “Girl,” produced by Kaytranada, was instrumental in creating the band’s pathway to more casual R&B listeners. The album serves as a coming out party for frontwoman Syd, revealing her talents as a formidable songwriter, and bandmate Steve Lacy, who would go on to blossom as a solo artist.

Jay-Z – 4:44

Roc Nation, 2017

Jay-Z built his career rapping about his hustler’s spirit. But Hov’s ability to deliver a message that resonates with millions who don’t share his background helped make him one of the most influential artists of all time. 4:44 is part confessional and part business manual. He addresses the transgressions that led to a controversial elevator ride with his wife Beyoncé and her sister Solange, and sprinkles food for thought through the album. 4:44 also showcases Jay-Z at his razor-sharp best, silencing any doubts that he could still deliver a compelling body of work 20 years after his classic debut.

Jazmine Sullivan – Heaux Tales

RCA, 2021

By the time Jazmine Sullivan’s Heaux Tales was released, it’d been nearly 13 years since her breakthrough single, “Need U Bad.” But even for longtime fans, this album felt like an arrival for one of modern R&B’s most stunning vocalists. Conceptually, it’s an exploration (and reclamation) of femininity, sexuality, and romance; sonically it’s a breathtaking display of range and tone that only further confirmed her prowess. The effort earned her her first, long-deserved Grammys: Best R&B Album and Best R&B Performance.

Kendrick Lamar – To Pimp A Butterfly

Top Dawg Entertainment/Interscope, 2015

Rap is arguably most impactful as protest music, but the genre had almost exclusively become party music, at least in the mainstream, by 2015. Kendrick Lamar offered rare social commentary months after the police killings of Eric Garner, Tamir Rice, and Michael Brown. To Pimp A Butterfly’s jazz backdrop is a sharp contrast from the trap sound that had become ubiquitous, spawning the Pharrell Williams-produced “Alright”—one of the most important protest songs of the 21st Century, and one that pushes the idea of rap’s role as the “CNN of the ghetto.”

Kendrick Lamar – DAMN. 

Top Dawg Entertainment/Interscope, 2017

Following up his previous two albums was never going to be an easy task for Kendrick Lamar, but on DAMN., the rapper proved he could deliver crossover hits without compromising a drop of his innovative spirit. The album has sold over 3 million album -equivalents to date, won multiple Grammy Awards, and earned a Pulitzer Prize—making K.Dot the first non-classical or jazz musician to win the honor. With DAMN., Lamar joined a short list of musicians who’ve released three classic albums in a row, and he cemented himself as the most critically acclaimed artist of his generation.

Lil Uzi Vert – Lil Uzi Vert vs. The World

Generation Now/Atlantic, 2016

Lil Uzi Vert vs. the World is a crystallization of the exact moment Lil Uzi Vert exploded into stardom. All of the qualities he would continue to warp, expand, and transform over the course of his career take shape on this mixtape: his irresistible melodicism, sharp-but-defiant cadences, and an experimental streak that pushes rap’s boundaries to some of its quirkiest limits. In the years since its 2016 release, the sonic seeds of Lil Uzi Vert vs. the World have been scattered across hip-hop, pop, and beyond.

Migos – Culture 

Quality Control Music/300, 2017

At the height of their powers, Migos were half-jokingly, half-earnestly considered to be better than The Beatles, with signature triplet rhymes effectively resetting the sound of popular rap. Then the trio’s second album, Culture, arrived and promptly cemented their place in the zeitgeist. Riding the massive, viral wave of “Bad and Boujee,” which earned Migos (and Lil Uzi Vert) their first and only number one, Culture emphasizes all the things that made them impossible to resist: playful ad-libs, inventive cadences, earworm melodies, and savvy beat selection.

Nipsey Hussle – Victory Lap

All Money In/Atlantic, 2018

Many rappers tend to peak early, but Nipsey Hussle entered his creative prime 10 years after his breakthrough release. The L.A. native’s vision was always clear: As a self-made entrepreneur, Neighborhood Nip preached about economic empowerment. Nip perfected his formula on Victory Lap, and his lyrics had the ability to resonate with street disciples and ordinary people alike. The project brought Nipsey the acclaim and commercial reach he long deserved and, as has historically been the case, the album gained even more importance in the wake of his untimely death.

Playboi Carti – Die Lit

AWGE/Interscope, 2018

Playboi Carti’s appeal lies, in part, in his ability to do a lot with a little, and he used his debut album, Die Lit, to double down on his style. The beats are captivating and Carti’s melodic flow—punctuated by repetition and chirped ad-libs—leaves plenty of space to appreciate not just the production, but also the slippery minimalism of his flow. It’s a formula that has been praised and criticized in turns for being simplistic, but the Atlanta rapper is redeemed by the many imitators who repeatedly fail to recreate his singular magic.

Rihanna – Anti

Roc Nation/UMG, 2016

Rihanna’s ability to churn out a hit was well-established before the release of Anti. In fact, the decade leading up to its release saw Rihanna consistently topping the charts. But this album opened up a new chapter of her artistry, revealing the pop star in a new light. Anti culls inspiration from a wide range of genres, including psychedelic and pop-rock, but it’s the soulfulness of it all that sets it apart. And fans continue to keep this classic in heavy rotation, evidenced by three songs (“Work,” “Love On The Brain,” and “Needed Me”) that have surpassed a billion streams.

Roddy Ricch – Please Excuse Me for Being Antisocial

Atlantic, 2019

After releasing a trilogy of acclaimed mixtapes, Roddy Ricch’s grind culminated in his blockbuster debut album, Please Excuse Me for Being Antisocial. In an era of increasingly fragmented rap fandom, the project represents an inflection point as his chart-topping single “The Box” possibly exemplifies the last ubiquitous rap song. Roddy goes through a range of moods as he contextualizes why being a product of his environment has made him so rigid today.

Saba – CARE FOR ME 

Saba Pivot, LLC, 2018

Following the murder of his cousin, Chicago rapper Saba surveyed his grief and responded with CARE FOR ME. On the album, his second, Saba allows his emotions to sharpen his craft, deftly capturing the depths of his sorrow and loneliness while still expressing the love he has for his fallen family member. Despite the weightiness of its concept, Saba emerges triumphant, not just as a rapper but as a person as well.

Solange – A Seat at the Table

Saint Records/Columbia, 2016

While Solange offered a glimpse at her potential on earlier releases, A Seat at the Table is where the singer found her identity and announced her arrival as a full-fledged creative. Revealing a new, mature point of view as a lyricist, and a new sound, A Seat At The Table is cool, substantive, and unapologetically Black. With Raphael Saadiq handling coproduction for most of the project and Master P narrating throughout, the album embodies qualities that had become disassociated with R&B amid pesky perceptions that the genre was dying. The album made Solange a favorite among tastemakers and positioned her as one of R&B’s most forward thinkers. 

Summer Walker – Over It

LVRN/Interscope, 2019

When Summer Walker’s breakout single, “Girls Need Love,” emerged from the ether in 2018, it felt as though she had gifted a generation of women the language for expressing their sexual desires. Her debut album, Over It, further expanded that lexicon, with the singer-songwriter replacing archaic attitudes and feelings of shame—shame for wanting love, shame for wanting sex, shame for being too loud, shame for being imperfect—with a sense of pride. In a hypercritical era, Over It became a necessary meditation on how to embrace one’s own flaws.

SZA – Ctrl

RCA, 2017

Few albums have captured the complexities of modern love and lust like SZA’s debut, Ctrl. Upon its release in 2017, there was a near immediate recognition that Ctrl was special. The wounded vulnerability and raw candor of SZA’s lyrics made her listeners feel seen as she laid bare some of the hardest truths about romance in today’s world. She brilliantly transformed the messiness of her inner world into a masterpiece for all to see, and music—along with each person who heard it—was made a little better by her bravery. 

Travis Scott – ASTROWORLD

Cactus Jack/Epic, 2018

Inspired by a now-defunct theme park in his native Houston, ASTROWORLD showcases Travis Scott’s ability to create fictional worlds his fans can inhabit. Before Astroworld’s release, Travis made fans wait two years for the album to drop, at a time when flooding the market was becoming a survival tactic for most artists. As the anticipation reached a fever pitch, he’d carefully whet his fans’ appetites with excellent cameos on SZA’s “Love Galore” and Drake’s “Portland.” Then, Travis delivered and ascended to a new stratosphere as one of hip-hop and pop’s biggest stars.

Tyler, The Creator – Flower Boy

Columbia, 2017

Tyler, The Creator reinvented himself into an artist’s artist on his fourth studio album, Flower Boy. The Los Angeles rapper peeled back layers and revealed a sophistication that was hidden behind the shock value and provocative behavior showcased in some of his earlier work. Over dreamy production, Tyler paints a portrait of a complex human, displaying his personal and artistic growth. Tyler’s evolution was also rewarded with a commercial leap, as Flower Boy gave the artist his first platinum certification. The album’s biggest single, “See You Again,” has gone viral twice in the years after its initial release and has now surpassed a billion streams on Spotify.

Tyler, The Creator – IGOR

Columbia, 2019

Tyler, The Creator has historically pulled from a boundless pool of musical influences, but with IGOR, he offers up an album that challenges genre classifications. There’s some rapping, but the album’s hip-hop DNA is less apparent. It’s soulful—Tyler sings for most of the album—but it’s not necessarily R&B or pop. Instead, T’s journey of personal and artistic maturation takes center stage as he reflects on past relationships. Speculation around the object of Tyler’s affections has given the album a mythological air. Despite being left of center, IGOR earned a Grammy for Best Rap Album and ironically pushed Tyler toward the center of rap’s cultural conversation.

Tyler The Creator – Call Me If You Get Lost

Columbia, 2021

For most of the 2000s and into the 2010s, a Gangsta Grillz mixtape represented a milestone moment for artists, both rising and established. In 2021, Tyler, The Creator restored the feeling with Call Me If You Get Lost, his very own Gangsta Grillz mixtape, hosted by DJ Drama himself. The acclaimed tape evokes the gritty rawness of the aughts and juxtaposes it with some of the rapper’s finest and most confident writing. In calling on the past, Tyler introduced the world to a new era of his artistry, clear-eyed and more fearless than ever.

XXXtentacion – 17

Bad Vibes Forever/EMPIRE, 2017

XXXtentacion’s 17 turned the Florida native into a streaming juggernaut. X managed to gain organic traction when manufactured virality was becoming standard. He hardly ever promoted his music. Instead, the persistent controversy that followed him seemed to fuel his momentum. Pulling heavily from emo influences, 17 showcases X’s ability to effortlessly move between styles, singing over acoustic guitars one moment and rapping over vocal samples the next. Touching on mental health and tapping into angst, 17 demonstrates the artistic qualities that made X a fan favorite among younger audiences, and four of the album’s 11 songs have surpassed a billion streams to date. Less than a year after 17’s release, X’s moment in the spotlight would be tragically cut short, and his death has left a void that’s yet to be filled.

Discover more of today’s future hip-hop classics on our flagship playlist, RapCaviar.

 

Spotify Celebrates the Holy Month of Ramadan With a New Personalized and Curated Experience

a visual look at the Spotify app's ramadan experience

This week marks the start of Ramadan, a month of spiritual rejuvenation, humility, and togetherness. As families and communities around the globe come together to observe, learn, pray, and celebrate, they can also turn to Spotify for meaningful music, podcasts, and talk content.

Those observing Ramadan have previously enjoyed curated Spotify playlists and podcasts that remained static throughout the month. This year, we’ve built a dynamic new experience for Ramadan. 

“We’re designing an experience on the platform that allows our listeners to take a more active role in discoverability as well as to foster more meaningful connections with artists and podcasters they love on Spotify,” said Gautam Talwar, Managing Director for Spotify Asia Pacific. “We are proud to deliver this supercharged Ramadan experience to our listeners during this important cultural moment to soundtrack their moods and moments across the Holy Month.”

When eligible listeners open the Spotify app, they’ll find new highlights, podcast quotes, clips, and music and podcast releases every day, plus a new topical theme each week. Listeners will also find personalized content on the “Your Ramadan 2023” playlist and see the music and talk content that’s trending in their countries, and podcasters are constantly developing and publishing new Ramadan-related episodes. 

“Ramadan has now become a time for podcast creators to think of special programming for their audiences. We are seeing more and more podcasters release series that are the ultimate companions to everyone observing,” shared Rhea Chedid, Senior Podcast Manager at Spotify. “Everything from shows about cooking and the history of Ramadan traditions and Islam, to audio scripted series that entertain and podcasts that review your favorite Ramadan television series, we are really witnessing creators think deeply about how they can better the lives of listeners through audio during this time.”

Nick Dahl, a Senior Product Manager, is one of the Spotifiers behind creating the Ramadan experience. We talked to Nick to learn more about what listeners can expect within the unique and personalized app destination.

What makes this Ramadan experience different from what Spotify’s done in the past?

In previous years, our editorial teams have curated playlists, podcasts, and talk content for our users during Ramadan, and this year we are taking it to another level. We are spotlighting content that changes each day, creating personalized playlists with songs picked just for listeners, and highlighting trending content that people are listening to in their region. We also made readings from the Quran easily accessible, and listeners can also find exclusive clips and greetings from their favorite artists and celebrities wishing them a blessed Ramadan.

Do you have a favorite element of the experience? 

A personal favorite are the daily offerings that change each day in the Ramadan hub. They highlight locally relevant stories about fasting, self-reflection, and wellness while also showcasing new releases from some of the most popular local creators in our markets.

Another impactful aspect is that our recommendations vary depending on where you’re located and what time of day it is. For listeners observing in Egypt, some popular music playlists they’ll find include Ramadaniyat, Titrat Ramadan, and Chill-oud. And they can easily access some of the most popular Ramadan-related podcasts, like Al Rassol, 1001 Nights, and Sukoun. Meanwhile, for fans in Indonesia, Refleksi Diri, OTW Ramadan, and Ketupat Lebaran are three popular music playlists we’re serving. Someone looking for podcast content can tune into shows like PODKESMAS, RAPOT, Podcast Ancur, Kita dan Waktu, and GJLS, each of which has Ramadan-specific episodes.

Why is it important to build app experiences like this?

We want our fans and creators around the world to feel that Spotify is part of every moment, from Ramadan to regular daily listening. To do this, we’ve built product experiences that celebrate local culture with our users. Each market is different from another, and each user has unique needs when it comes to their listening habits. That’s why we invest heavily in personalization and machine learning. We are able to create not just one version of Spotify, but rather 500 million different versions of our product tailored to each and every listener around the world. 

Ramadan is observed by more than 1.6 billion people around the world and we want to build a better, more localized product experience that celebrates our listeners’ cultures. Our long-term ambition is to become their number one choice as an audio companion throughout the fasting period—from dawn to dusk—and to celebrate the end of Ramadan with Eid.

 

Discover the Ramadan experience by downloading the latest version of Spotify on your mobile, and then search for “Ramadan.”  The experience is rolling out over the coming days on Android and iOS.

How Millennials and Gen Zs Are Redefining Digital Audio

Every year, Spotify embarks on a journey to learn more about some of our most influential listeners and creators: Gen Zs and millennials. The result is Culture Next, Spotify Advertising’s annual study into the listening habits and preferences of these groups, aged 15-25 and 26-40, respectively. 

This year, we learned that Gen Z and millennial creators and listeners are as obsessed with digital audio (and Spotify, of course) . . . as we are with them. And while these generations’ differences have launched a million memes (middle part vs. side part, anyone?), their similarities speak volumes as they navigate a common challenge: rebuilding culture from the ground up.

Check it out:

To create this issue of Culture Next, Spotify conducted a combination of qualitative, quantitative, and first-party data analysis. We surveyed 9,000 Gen Z and millennial respondents in April 2021 across the U.S., Canada, Mexico, Brazil, Spain, Italy, France, Germany, the U.K, India, Indonesia, Singapore, the Philippines, Japan, Australia, the U.A.E., Thailand, and Malaysia. 

We also partnered with youth culture agency Archrival to conduct Zoom focus groups featuring 40 in-depth interviews and a dozen ethnographies with more than four dozen respondents in 16 markets. We combined these with conversations with artists, podcasters, and advertising industry thought leaders, as well as with Spotify’s own unique Streaming Intelligence and first-party data. 

To read the report in full and dive into more findings—including recommendations for marketers looking to connect with Gen Z and millennial listeners—visit ads.spotify.com.

The Upside Down of Stranger Things Streaming with Actor Finn Wolfhard

When facing a demonic energy-feeding monster of unknown origin in its cold underground world, it’s best to hum The Clash. Or at least, that’s what the characters of Netflix’s Stranger Things do.

Since July 16, 2016, listeners have spent more than 17 million hours listening to music related to the show on Spotify—and yes, that includes the thematic “Should I Stay or Should I Go?” which increased 30% globally after Stranger Things premiered on July 15, 2016, compared to the two weeks before.  

The series, a true tribute to ‘80s classics, features plenty other beloved songs from the era, including Toto’s “Africa,” DEVO’s “Whip It,” and Cyndi Lauper’s “Time After Time.” Fans were quick to jump on these themes in their user-generated playlists, which include the above artists as well as The Police, New Order, and Joy Division in large numbers. 

In all, listeners have also created more than 3,500 Upside Down-themed playlists, listened to 4.6 thousand hours worth of Stranger Things podcasts (the top being The Stranger Things Podcast by Addi and Darrell Darnell), and created playlists based on the show’s characters. 

Ahead of the July 4 release of season three, For the Record talked to Stranger Things star Finn Wolfhard, who plays team ringleader Mike Wheeler, about his own take on the music from the show.

Besides being an actor, you’re the lead vocalist and guitarist for the rock band Calpurnia. Would Mike ever join a rock band? What would he play?

I don’t think Mike listens to much music, but through his dad Ted, he gets a monster dose of Perry Como, and maybe some Beach Boys when Ted cracks a cold one. I just don’t see Mike ever being in a band, but he might play around with a synth to provide soundtrack music for home movies.

How does being a musician influence your work as an actor and vice versa? When you’re making music/getting into character, what are the similarities or differences in the process?

I have a set routine that involves listening to particular songs on my way to set, and then again when I am finished work and driving home. I usually wear headphones, so this really sucks for my parents, who have to drive their silent boy home. But they get that I need this as part of my process. They know that I would go insane without it. When I make music, I often watch movies for inspiration, but I don’t think that’s come through in any songs yet—at least not released ones.

The soundtrack to Stranger Things is filled with 80’s jams. Were you a fan of the genre before working on the show? How has your listening habits changed since playing a tween in the ‘80s?

My parents introduced me to a lot of different types of music, including music from the ‘80s, and especially new wave stuff. I think the show has made me love it even more, and the ST3 (Stranger Things 3) soundtrack, supervised by Nora Felder, is incredible. She found a song my dad knows well [from that period] that still has less than 1000 listens on Spotify, yet it kills where it’s used in the show. 

Anyway, for the last couple of years, I have definitely been more indie rock driven. I don’t listen much to anything that’s too polished because it just sounds fake to me. 

Between Stranger Things and It, you’ve spent a lot of time being in the world of the ‘80s. What modern music—if any—do you listen to?

Check out my playlist for the answer to this one. My ST3 list is made up of ‘80s and ‘70s songs and a lot of modern songs that I listen to on the way to and from set.  

If you could go back in time to any time period, what would it be?

Early 1970s, because I like the style and the music and films.

Any podcasts you love listening to?

H3 with Ethan and Hila and If I Were You with Jake and Amir.

You competed on lip sync battle against your cast members. But what would be your go-to karaoke song?

Sabotage by the Beasties.

Stream Finn’s playlist for his favorite songs from the ‘70’s to now. Also check out our Stranger Things playlist, based on and inspired by music from the show.

Header image courtesy of Netflix