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:
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- 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:
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- 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.
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