Tag: gen z

Culture Next 2024: The Major Gen Z Trends That Are Shaping Audio Streaming

November 4, 2024

As Gen Zers continue to put their stamp on the world, the conversation around these tastemakers is becoming noisier than ever. Understanding what inspires, captivates, and drives this generation is not always clear. But for many Gen Zers, Spotify is an essential companion, and we that believe the music, podcasts, and playlists that soundtrack their lives offer valuable insight into the mindset of this generation. 

That’s why each year we release our Culture Next report to highlight the different ways Gen Z is shaping streaming, online culture, and the world at large—and to help advertisers connect with them in meaningful ways. 

For the 2024 Culture Next report, we developed our insights using a couple of approaches. First, we looked at our streaming data to establish a broad snapshot of what—and how—Gen Z streams on Spotify.

Second, we talked to Gen Zers all around the world to gain their individual perspectives on how streaming fits into their day-to-day lives. This helped us shape our three main Culture Next report insights:

  • Gen Z loves using Spotify to build and strengthen personal connections.
  • Gen Z turns to Spotify to soundtrack the milestone moments in their lives.
  • Gen Z tastes continue to veer toward the mainstream.

For the Record sat down with three Gen Z influencers—Eric Sedeño, Jules Terpak, and Clarke Peoples—to get an even more personal glimpse into how today’s rising tastemakers consume and discover content on Spotify.

What is your favorite Spotify feature to use?

Eric Sedeño: My favorite feature right now is Jam because I just moved in with my boyfriend and it’s so fun to put on music together in our house.

Jules Terpak: I’m simple, so I tend to adore the basics, but I have to admit that I’ve been really impressed with DJ. Aside from Smart Shuffle, I’ve been tapping into DJ when I’m in the mood to discover new music. The commentary and transitions from X have great energy. 

Clarke Peoples: I love daylist. It always has such fun titles and good music based on the time of day. 

How do you think Spotify is creating a sense of community and connection on its platform? 

Eric: Through the amazing personalization features—especially Spotify Wrapped. Wrapped has become one of the biggest days for people on socials, and music feels so shareable with Spotify. It’s so easy to put a song on your Instagram story that I’m always shocked when someone doesn’t use it. 

Jules: I think music bridges the digital and physical worlds the best out of all the industries right now. Podcasts are also starting getting into in-person events, which is beautiful to see. 

I do think people online throw around the word “community” far too lightly, when in reality what’s often being created is more of a network. I have a hard time calling anything a community until there’s a physical-world component. 

Luckily the world of music, podcasts, and audiobooks can translate to the physical world quite seamlessly, so I hope that’ll evolve further in the future. 

Clarke: I love that you can create collaborative playlists with friends! I love doing this before having people over.

What are some of the unique ways you use Spotify?

Eric: I’ve been using the new AI Playlist feature a lot, and I don’t think people really utilize that feature enough yet. 

Jules: I think the fact that I use all three content offerings—music, podcasts, and audiobooks—is unique. A lot of my friends hadn’t realized that audiobooks are now a perk of Premium. Not to sound salesly, but they’ll be on the wave eventually. 

I also post all of my YouTube videos that aren’t podcasts to Spotify. It’s something I don’t think video creators are taking advantage of. However people want to access my work, I’m down for it. 

Clarke: I live for my daylist and video podcasts. I love the uniqueness of daylist and watching my favorite podcasters!

How do you think video content is changing the streaming experience? 

Eric: I think that it has made it so much more fun. I love watching podcasts on Spotify. Also, outside of the app, I think video has made it way easier for people to find Spotify content that speaks to them, because so many clips and snippets from shows are shared on social media. 

Jules: Video becoming such an integral part of podcasts definitely makes them inch closer to talk shows rather than radio shows. For creators, this adds more to the production process, but for viewers, I think video provides more context and stimulation.

That said, I do feel audio-only podcasts will develop a certain comforting aura around them that some fans will prefer. 

Clarke: Personally, I love it. I think it is so engaging for audiences and helps viewers to get to know creators better. 

Describe Gen Z in three words. 

Eric: Fast. Overwhelmed. Unserious.

Jules: Outspoken, malleable, and entertaining.

Clarke: Collaborative, tenacious, and open-minded.

Can you share a few of the recent playlist titles you’ve created? 

Eric: My most recent is Run Rico Run because I was training for the NYC marathon.

Jules: Jules Gems is my master playlist (and the only one I currently have public). I’m the type to have hyperfixations and be loyal to a song that catches my attention forever, so that’s where they live.

The Scenario is my playlist that outlines a recent pivotal life transition. The name is so corny now that I think about it, but it was super spur-of-the-moment. I didn’t give it much thought. 

Otherwise, I typically name my playlists by year and dump whatever songs resonated with me during that time frame. Or I do an artist’s name as the title and dump all of my favorite songs from them—again, to feed the hyperfixations. 

Clarke: Girls night, Summer in Paris, Flashback Favorites.

What are you currently listening to?

Eric: My favorite podcasts are The Comment Section with Drew Afualo, I’ve Had It, and Good Children. I was also listening to a self-help audiobook called Atomic Habits for a while and that was a nice change of pace.

Jules: A recent artist is 2hollis. And a recent audiobook is Alone Together by Sherry Turkle.

Clarke: I’ve been loving podcasts recently! I listen to them on my 14-mile walks.

Scratching the surface

These are just a few of many takeaways found in our Culture Next 2024 report. For more insights, statistics, and recommendations for brands looking to connect with Gen Z on Spotify, you can download the full report here. 

For more Gen Z insights and trends, be sure to visit Spotify Advertising.

The Rise of Japanese Pop With Spotify’s Gacha Pop Playlist

August 21, 2024

Just like its fashion and food trends, Japan’s music scene is constantly evolving, all while captivating a growing global audience. From J-Pop (Japanese pop) to J-Rock (Japanese rock), Spotify has enabled Japanese artists to connect with new fans around the world. As part of Spotify’s efforts to help music travel the globe, we launched our Gacha Pop playlist in May 2023. Named after the popular Japanese capsule toy vending machines with their many surprises, Gacha Pop showcases the vast and dynamic world that Japanese pop has to offer.

From rising Japanese singer-songwriter Fujii Kaze to J-Pop newcomer Ado, the playlist features an eclectic range of sounds and artists, including bands, rappers, singer-songwriters, idols, and VTubers (aka virtual YouTubers, online entertainers who use virtual avatars). It also contains anime music and Vocaloid tracks, which are songs created using voice synthesis technology.

A year later, the playlist has amassed more than 380,000 “saves” by Spotify users around the world. In addition to local love from music fans in Japan, Gacha Pop has also found its way to listeners far beyond the geographical borders of the country. Today, it boasts a following in the U.S., Mexico, England, France, and Indonesia, and is especially popular among Gen Z listeners. In honor of its first anniversary, let’s take a look at some of Gacha Pop’s top insights from the past year.

 

 

Japanese music and culture travel far and wide with Gacha Pop. Take VTuber Hoshimachi Suisei, whose song “BIBBIDIBA” has racked up nearly 30 million streams to date after being featured on Gacha Pop earlier this year. For the Record spoke with Hoshimachi about the playlist and its unique appeal.

A week after releasing “BIBBIDIBA,” you graced the cover of Gacha Pop, and the playlist recorded its highest number of streams this year. How does that feel?

That’s wonderful to hear. I created this song hoping that many people would listen to it, and it became a track that reached more listeners than I had expected—like global listeners through Spotify! The power of streaming and playlists is reaching those who don’t know much about me. Gacha Pop is great because it’s like a collection of Japanese pop culture, as the name suggests. Being featured on Gacha Pop was an honor, and I’m genuinely surprised by the scale of the response.

Why do you think your songs appeal to global listeners?

I’m happy that my music resonates with people overseas. I feel like global fans truly appreciate Japanese culture. For example, when I perform overseas, rather than singing in English, I feel that people are happier when I sing in Japanese. It seems like they find Japanese cool, in the same way we might find foreign languages cool in lyrics.

What do you hope to inspire in listeners with your music?

I prioritize making music that I find enjoyable. It makes me happy to see myself enjoying the music I create, and I hope that others can enjoy it together with me. Since my songs mostly reflect my own experiences, I’m glad that listeners can relate to them or simply derive joy from them. I also hope that my music can become a part of everyone’s daily lives.

What’s next for Gacha Pop

Gacha Pop bridges the gap between Japanese pop culture and international listeners, making it an essential playlist for discovering new Japanese music. And we expect it will continue to evolve, reflecting cultural moments and trends to a global audience.

“Gacha Pop is where we turn songs that are gaining momentum into long-term hits,” said Noriko Ashizawa, Spotify Japan’s Head of Music Planning and Operations. “We plan to spotlight up-and-coming artists who are gaining recognition internationally and continue to showcase the diversity of Japanese music. So much to come!”

Stream Gacha Pop to discover the Japanese sounds, styles, and artists making waves today.

RADAR Italy Returns With 6 Artists Transforming the Country’s Music Landscape

April 24, 2024

As Spotify’s program to spotlight rising talent from around the world, RADAR supports emerging artists on their journeys to global stardom. Since its launch in 2020, RADAR has featured more than two dozen up-and-coming Italian artists. From BLANCO to BigMama, ARIETE to Il Tre, Rhove to NASKA, many of these entertainers have leveraged RADAR to boost their profiles and connect with new fans near and far.

Now we’re launching our fourth edition of RADAR Italy, featuring Tony Boy, okgiorgio, Coca Puma, STE, Sally Cruz, and centomilacarie.

This group reflects the wide range of styles and genres that extend across the country. They’re driving music trends, influencing everything from rap to electronic to a Gen Z wave of fluid, genreless sounds. As part of the program, all receive Spotify support through a dedicated playlist, special editorial placement, and personalized marketing plans.

To introduce—and celebrate—this year’s class, we brought all six artists to Milan for our first-ever RADAR live event in Italy. Along with performances from our guests of honor, content creator Federico Felletti also interviewed each artist.

Keep reading to get to know these rising stars.

Tony Boy

Amid the growing popularity of rap in Italy, Tony Boy is one to watch closely. The young artist has made a name for himself as an urban singer-songwriter with a penchant for introspective storytelling. His new album, NOSTALGIA (export), is a strong follow-up to his earlier work, including 2020’s Going Hard and 2023’s Umile.

okgiorgio

As RADAR Italy’s first producer and DJ, okgiorgio sits at the forefront of the country’s electronic music scene. The artist pulls from genres like stutter house and U.K. garage to create music with equal parts emotion and danceability.

Coca Puma

Newcomer Coca Puma is a singer-songwriter, producer, and musician who combines genres such as indie, dream pop, nu jazz, and electronica. Her recent debut album, Panorama Olivia, showcases a unique approach to music that has been influenced by her experiences traveling abroad, jazz studies, and eclectic listening habits.

STE

Neapolitan music has emerged as a national phenomenon in recent years, and rap remains a prominent part of the city’s music culture. But R&B is also on the rise, and STE is one of Naples’ most promising representatives, fusing the rhythms of contemporary R&B with Afrobeats and traditional Neapolitan sounds.

Sally Cruz

With the release of her first single, “UN DISASTRO,” Sally Cruz launched her music career in 2022 just as pop punk was beginning to trend in Italy. Today, the artist is also influenced by urban and electronic sounds, evidenced by “LA NOTTE,” her collaboration with thasup and Mike Defunto that recently landed on Spotify’s Hot Hits Italia playlist.

centomilacarie

Centomilacarie, who has been playing music since the age of four, mixes raw and unfiltered songwriting with a diverse sonic palette to create a style all his own. Most recently, the artist collaborated with MACE on two songs from the Italian producer’s latest album, MĀYĀ.

Stream our RADAR Italia playlist to discover more emerging Italian artists.

‘La Tierra de Texas’ Celebrates the Tejano Legacy of Música Mexicana at the Houston Rodeo

March 7, 2024

On February 26, 1995, Selena walked into the middle of the Astrodome as the headlining act for the Houston Rodeo’s Go Tejano Day and delivered a performance that would help solidify her status as a musical legend. And nearly 30 years later, not only have her fans streamed her songs more than 2 billion times on Spotify, but they’re still talking about that iconic performance. 

Just as Selena was more than a singer, the Houston Rodeo is more than an annual event for many Texans—they are both institutions beloved across generations. And as millions of people enjoy this year’s three-week celebration of all things cowboy, Spotify is helping music take center stage at the rodeo once again with La Tierra de Texas. With live musical performances including Ivan Cornejo and Los Tigres del Norte, Música Mexicana was ever present in 2024’s Houston Livestock Show and Rodeo.  

On March 10 during this year’s Go Tejano Day—one of the biggest highlights on the Houston Rodeo calendar—we’re paying homage to Tejano culture’s impact on Música Mexicana and celebrating the genre’s evolution, from Selena to Peso Pluma.

Over the past year, Música Mexicana streams on Spotify have grown by 47% globally as the genre has quickly become one of Spotify’s most popular. In 2023, luminaries Peso Pluma, Junior H, Natanael Cano, Fuerza Regida, and Grupo Frontera not only propelled the genre forward and helped redefine what it could be, but they all also finished the year among Spotify’s Top 50 global artists. Moreover, many struck gold with hit collaborations inside and outside Musica Mexicana, including “Ella Baila Sola” by Eslabon Armado and Peso Pluma, “un x100to” by Grupo Frontera and Bad Bunny, and “Peso Pluma: Bzrp Music Sessions, Vol. 55” by Bizarrap and Peso Pluma, all of which topped the Spotify global charts.

At the same time, Selena has shown that Música Mexicana’s global appeal isn’t just about new hits; fans love the classics too. To date, Selena’s songs have been streamed more than 2 billion times on Spotify, with more than 1 billion of those coming from her breakout album, Amor Prohibido, which celebrates its 30th anniversary this month.

But her popularity only continues to grow on Spotify. Over the past five years, Selena’s streams have increased by 227% globally.

A big reason for this is that Gen Z listeners stream Selena on Spotify roughly as much as millennials do. In fact… 

  • More than 15 million Gen Z listeners streamed at least one Selena song in 2023. 
  • Each week for the past year, Gen Z listeners streamed Selena songs more than 3.5 million times. 

And of course, Gen Z loves current Música Mexicana as well…

  • In 2023, more than 83 million Gen Zs listened to at least one Música Mexicana song on Spotify.
  • Over the past year, Gen Z Música Mexicana fan streamed an average of nine songs per day on Spotify. 

As Música Mexicana has evolved, Tejano culture continues to influence the genre. Spotify is committed to recognizing those contributions through moments like the Houston Rodeo and last year’s special La Tierra del Corrido showcase, which featured performances from top artists including Chino Pacas, Esteban Gabriel, Xavi, Grupo Marca Registrada, and Luis R Conriquez. 

Looking for more of Música Mexicana’s biggest hits? Stream Rompiendo Texas now.

7 Colombian Podcasters Breaking Through in 2024

February 7, 2024

Spotify is home to more than 5 million podcasts. From impactful life stories to tips for conquering the world, the medium gives fans countless hours of content in a format that fits into any moment of their lives.

In Colombia, listeners are flocking to podcasts. In fact, Gen Z has a special affinity for them on Spotify, and the group makes up 41% of video-podcast consumers in the country. These listeners prefer to start their days with podcasts—a prime listening time is 6 to 8 a.m.—that cover music, health and wellness, culture and society, and much more.

For Spanish-language listeners on the hunt for new shows, we’ve rounded up some of our top podcast recommendations for 2024. These Colombian creators cover a wide range of topics—from humorous gossip to inspiring stories—so there’s something for everyone.

Gordas De Envidia de Camilo Pulgarín

On Gordas De Envidia de Camilo Pulgarín, Camilo Pulgarín‘s alter ego, María José, entertains fans with gossip, spicy questions, and funny anecdotes from his guests, which include social media personalities and artists from Medellín. The show more than doubled its listener count in its first 30 days on the platform, and is a podcast favorite for users between the ages of 18 and 24. 

Most-listened-to episode:

No Me Rindo By Silvy Araujo

Silvy Araujo is one of the best-known names in fitness in Colombia. The Cartagena-born certified trainer and entrepreneur has created a community with the slogan “No Me Rindo” (I don’t give up), and her signature phrase is also the title of her podcast. On her show, Silvy shares stories that go beyond healthy living. Her Spotify audience is predominantly aged 18 to 29 and based in Colombia, the United States, and Spain. Silvy’s show has climbed the charts, with 13 episodes entering the daily top 100 in Colombia on Spotify. 

Most-listened-to episode:

Táchalo – El Podcast De Sajú

The minds behind Sajú, one of Colombia’s most recognized environmentally focused ventures, created their podcast to share the philosophy of “Táchalo,” which is to “risk what is different, uncomfortable, or difficult to do.” Their podcast shares stories of people who tackle their dreams. The show is popular among listeners aged 18 to 24, and the podcast has grown 265% since its first month on the platform.

Most-listened-to episode:

Los Platos Sucios De La Rubia Inmoral

Ana María Cardona, known on social media as La Rubia Inmoral, uses her podcast to examine life, especially from a woman’s perspective. On Spotify, her show’s audience largely consists of users aged 18 to 29 in Colombia, the United States, and Spain. Since its 2021 debut, Los Platos Sucios De La Rubia Inmoral has seen its listenership increase 85% in its first 30 days on the platform, compared to the last month. The show has also seen 41 of its episodes enter Spotify’s daily top 100 chart in Colombia.

Most-listened-to episode:

VOS PODÉS de Tatiana Franko

Tatiana Franko, a seasoned journalist who has worked in television for more than 10 years, brings her interviewing skills to podcasting with her video podcast, VOS PODÉS de Tatiana Franko. “VOS PODÉS” (You Can) has become her signature phrase and is the message she hopes will resonate with listeners. She shares personal life stories of people who have gone through very challenging situations. The podcast has grown tremendously, resulting in 64 episodes’ reaching Spotify’s daily top 100 chart in Colombia. 

Most-listened-to episode:

Vivir Sin Permiso Con Abi

On this podcast, Daniela Abisambra deconstructs what it means to live life by your own standards. Her episodes include chats with guests from the entertainment and social media industry. Vivir Sin Permiso Con Abi has had four episodes on Spotify’s daily top 100 chart in Colombia. The show’s audience is largely aged 18 to 24 and lives in Colombia, Mexico, and the United States.

Most-listened-to episode:

Aleja y La Grúa Podcast

On this video podcast, Aleja and La Grúa discuss relatable stories with their listeners. Their funny commentary is a hit with fans and has helped 60 of their episodes enter Spotify’s daily top 100 chart in Colombia. The show’s success has transcended borders and is popular in the United States, Spain, Costa Rica, Australia, and Mexico.

Most-listened-to episode:

 

Check out this podcast playlist for a round-up of shows we’ve highlighted above. From insightful stories to tears of laughter, the playlist includes something for everyone.

How Spotify’s Playlists Captured the Biggest Music Trends of 2023

November 29, 2023

With another year coming to a close, Spotify is back with your personalized Wrapped, our annual recap of your listening highlights from the past 12 months that includes your top songs, artists, and podcasts, as well as your most distinct streaming habits. But we’re also taking a step back and looking at 2023’s biggest music trends on Spotify.

Thanks to the in-the-know editors responsible for creating our editorial playlists as part of the Global Curation Groups, the most iconic musical moments of the year were reflected on Spotify. Whether it was blockbuster movie soundtracks that grabbed the world’s attention, viral social media moments that bubbled up to the mainstream, or classic genres finding new fans in Gen Z, our experts were on top of it all.

For the Record sat down with our editorial team and got the scoop. 

Peso Pluma and Música Mexicana go mainstream

RADAR US artist Peso Pluma made himself known to the world in March with his feature on Eslabon Armado’s “Ella Baila Sola.” Fast-forward to now, and that song is one of the top-five most-streamed songs of 2023 globally—and is about to hit Spotify’s Billions Club. Meanwhile, the Música Mexicana genre at large has enjoyed a surge in popularity, dominating the global charts this summer.

Explore this trend on: Lo Mejor de La Reina 2023, Corridos Perrones, Corridos Tumbados, Today’s Top Hits

Folk rising

In 2023, a slew of indie artists emerged with folk-inspired albums including Mitski, Toro Y Moi, and boygenius. Plus, we heard new folk voices like Searows and 2024 Best New Artist Noah Kahan. 

Explore this trend on: Indie Twang, Juniper

Shoegaze returns courtesy of Gen Z

Shoegaze has been around since the late ’80s, but it experienced a resurgence in 2023 among Gen Z, who found new bands like Wisp as well as aughts stalwarts like Panchiko.

Over the past year, the genre has thrived within various Gen Z internet communities that have fostered pockets of interest and given birth to exciting new acts. Perhaps unknowingly, the emerging class of neo-shoegaze artists is contributing to genre diffusion, blending techniques from various music genres to create something fresh and unique.

Explore this trend on: Shoegaze Now, IRL Angel

Rema carries Afrobeats into Spotify’s Billions Club

Rema has been a hitmaker in Africa since 2019, but it was a collaboration with Selena Gomez on “Calm Down (Remix)” that shot him to international fame in 2023. The global smash earned the Afrobeats star a Grammy nomination, as well as a spot in our highly coveted Billions Club, making “Calm Down” the first African artist-led track to do so. 

Explore this trend on: African Heat, Billions Club, Today’s Top Hits

Taylor Swift’s eras on tour

Taylor Swift | The Eras Tour kicked off in March and was the live-music event of the year. Taylor not only picked songs from all 10 of her studio albums to perform in a stunning three-hour show, but she also set aside time each night for acoustic performances of two surprise songs. And according to Taylor’s rules, no two songs could be repeated unless she messed it up the first time. To capture this epic moment, we collected all of the surprise songs in a playlist, which was updated every weekend during the U.S. leg of her tour.

Explore this trend on: Surprise Song Era

Troye Sivan and Hyunjin’s IRL friendship

This past summer, Troye Sivan posted a TikTok that went viral about trying to find Hyunjin of Stray Kids. We joined in on the fun with a playlist and they eventually collabed on a remix of “Rush,” which also featured PinkPantheress.

Explore this trend on: what a moment

Peggy Gou takes house music to the top of the charts

House, one of the original genres of dance music, has grown in popularity since the pandemic. This summer, we saw massive house hits resonate with fans internationally, including Peggy Gou‘s “(It Goes Like) Nanana.” 

Other huge moments for house music include artists like Fred again.., Black Coffee, Chris Lake, and FISHER, who are breaking records around the world, and breakthrough opportunities for exciting artists like LP Giobbi, John Summit, and Dom Dolla

Explore this trend on: Umami, Housewerk presents…Best House of 2023, Summer House

It’s a Barbie world

Ahead of the Barbie release this summer, we saw “Barbiecore” aesthetics manifest in the pop culture zeitgeist. Once we got word that Barbie was going to feature a star-studded soundtrack with hits like Nicki Minaj, Ice Spice, and Aqua’s “Barbie World” and Dua Lipa’s “Dance The Night,” we brought all things Barbie to life on Spotify through the “pinkification” of several playlist covers, new editorial playlists, and partner playlists.

Explore this trend on: Hot Pink, Barbie Official Playlist

Hyper techno surges

There was an influx of high-BPM dance pop songs in general, and with it came a new wave of tracks that showcased a harder sound using classic techno and big room beats and basslines. We saw a surge in streams—especially from European Gen Zs—of techno-infused songs like Niklas Dee’s “Not Fair,” Creeds’ “Push Up,” and BENNETT’s “Vois sur ton chemin.”

Explore this trend on: rave, techno party

Jersey Club is everywhere 

Jersey Club production became ubiquitous not only in U.S. hip-hop but around the world. We also saw the genre’s influence find its way into K-Pop and thoughtful electronic music. Pioneers such as DJ Smallz 732, UNIIQU3, and Cookiee Kawaii were tapped to remix some of 2023’s biggest hits, and newcomers such as Kanii, keltiey, and Lay Bankz staked their claims as names to watch.

Explore this trend on: Jersey Club Heat presents…Best Jersey Club Songs of 2023

Tyla’s turns her viral moment into crossover success

South Africa’s Amapiano sound has been winning the hearts of electronic and dance fans after TikTok dances and DJ mixes helped it go viral in 2020. In 2023, RADAR Africa artist Tyla took her career to the next level, blending her R&B sound with Amapiano and South African dance genre Bacardi house on her hit song “Water.” After Spotify Africa’s partnership with the Giants of Africa Festival—a basketball event in Rwanda where Tyla’s viral dance was first seen—many posted their own versions of the dance challenge on social media, which led to “Water” skyrocketing around the world and earning a feature from Travis Scott on the remix.

Explore this trend on: RNB X, RADAR Africa, African Heat, RADAR Global 

Women run hip-hop  

Female rappers continued their reign in 2023, with top names like Nicki Minaj, Doja Cat, Latto, Ice Spice, Kaliii, Doechii, and the year’s breakout star, Sexyy Red, making some of the most creative and worthwhile hip-hop this year. 

Explore this trend on: RapCaviar presents…Best Hip-Hop Songs of 2023, Feelin’ Myself 

Pop-punk’s greatest legends return

We witnessed the resurgence of pop-punk’s most iconic figures with mainstays like Fall Out Boy, Sum 41, Green Day, and Neck Deep returning in 2023 with a taste of new music. Additionally, blink-182 welcomed back Tom DeLonge and embarked on a global tour to celebrate their new album, ONE MORE TIME…. 

Explore this trend on: Pop Punk’s Not Dead

The nu-metal revival continues

Nu-metal and alternative metal have made triumphant returns this year, with a younger audience discovering and devouring the catalogs of bands like Deftones, Korn, Slipknot, and more. Additionally, we’re seeing a wave of new nu-metal songs from rising artists who are embracing the sound and paying homage to their predecessors.

Explore this trend on: new nü, ALLURE

Alt country crosses over

This trend in country music had a slow build that reached new heights with the release of RADAR US artist Zach Bryan’s American Heartbreak in 2022, and took off 2023 with hits like Dylan Gossett’s “Coal.” This acoustic, gritty sound was typically reserved for alternative country and folk playlists in the past, but it has fully moved into the mainstream with songs that have been fan favorites across our flagship playlists. 

Explore this trend on: Hot Country presents…Best Country Songs of 2023, Hot Hits USA, Today’s Top Hits, homegrown

Looking for more of the songs that have left their stamp on 2023? Check out our flagship playlist Today’s Top Hits. 

What Gen Z Listeners Are Streaming in Pakistan

September 15, 2023

Since Spotify’s launch in Pakistan in 2021, the platform has become a destination for younger generations to make their voices heard by powering unprecedented musical trends. To better understand what these listeners love, we looked at Spotify streaming data between July 2 and August 2 for listeners aged 16 to 27 to see what tracks, artists, and genres are rising to the top.

Overall, these listeners gravitate toward genres like filmi, modern Bollywood, desi pop, pop, and Punjabi pop. These high-bass beats often reverberate across Pakistan late into the evening, with 10 p.m. to 12 a.m. representing the most popular time frame for these listeners to stream music on Spotify.

We also learned that “Lagda Nahi” by Ammy Gill and Toshi is the most-streamed track for listeners between the ages of 16 and 20. Next in line are “Bikhra” and “Iraaday” by the powerful duo Abdul Hannan and Rovalio. Shifting to listeners aged 21 to 27, we found that the same songs rank in the top three, but the order is reversed: “Iraaday” ranks top, with “Bikhra” next and “Lagda Nahi” third.

One thing that the 16 to 27-year-olds can agree on: Rapper and songwriter Talha Anjum sits at the top as the most-streamed local artist for these listeners in Pakistan. He is followed by the pop legend Atif Aslam and Spotify’s Fresh Finds discovery, Abdul Hannan, who has blossomed into a global sensation.

If we turn to global artists, Indian artist and the king of heartbreak anthems Arijit Singh is the artist 16-to-27-year-olds stream the most, with Indian composer Pritam, American pop star Taylor Swift, Indian rapper Shubh, and Indian singer AP Dhillon rounding out the top five.

Spotify’s curated local playlists have also become a favorite for many listeners. For Gen Z, the top playlists streamed include Hot Hits Pakistan, Shaadi Hits, and Desi Hits. Millennials also gravitate toward Hot Hits Pakistan and Shaadi Hits, but their third-most-streamed playlist is Pakka Hit Hai.

Check out what Gen Zs in Pakistan have been grooving to late into the evening. Check out Hot Hits Pakistan.

bummer summer Is Spotify’s New Playlist for Gen Z Listeners To Tap Into Their Feels

August 21, 2023

Lana Del Rey’s “Summertime Sadness” stuck in your head? You’re not alone. On Spotify this summer, sad songs are getting us in our feels, thanks to our listeners who are unapologetically expressing their emotions. “Sad” is the most-searched term for Gen Z listeners on Spotify globally, and they’re tuning into our sad playlists—including pop-infused sad hour, R&B-inspired All The Feels, rap-heavy tear drop, sad sierreño, sad girl country, and sad girl starter pack—more than any other age group.  

To match the vibe in the U.S. and Canada, we launched bummer summer, the ultimate lineup of moody jams and soul-filling songs. Complete with tracks from d4vd, Frank Ocean, Phoebe Bridgers, Lana Del Rey, Big Thief, and Billie Eilish, the playlist echoes the honesty and transparency that Gen Zs emulate in their lives and listening—and harnesses the ability of emotive, lyrical music to enhance any mood.   

“There’s something really unique about this generation,” says Krista Scozzari, Spotify North American Marketing Lead. “They embrace their feelings so much. They’re really flipping the stigma of vulnerability. Gen Z has brought a raw, authentic new reality to expressing their emotions, and we’re seeing that in how they listen. We wanted to celebrate this powerful thing they’re doing.”

Gen Z listeners are seeking tracks that evoke feelings of nostalgia, wistfulness, and wanting—songs that feel like a warm embrace. “It’s important to note that not everything sounds like Billie Eilish’s ‘What Was I made For?’” says Lizzy Szabo, Spotify Senior Editor for Indie Music. “Though that was one of the breakout sad songs of the summer—probably the biggest—and was given a lot of extra context from being in the Barbie movie. It really took this feeling of nostalgia and met it with current issues and feelings.”  

Lizzy notes that subgenres like indie pop, sad rap, and sad sierreño have all boomed in the past year, with standout artists including Phoebe Bridgers (bonus points for her work with boygenius), Joji, Alex G, Haley Heynderickx, Ivan Cornejo, and Junior H. She’s also seeing a rise in catalog listening for the broody sounds of Cigarettes After Sex, TV Girl, Lana Del Rey, Mitski, and Radiohead. “Artists have a way of putting things better than we ever could, so it’s a way for people to lean in and just fully embrace their emotions and the experiences they’re going through,” she says. 

“Sad music can help us to release, express, channel, or purge our emotions,” says Dr. Michael Bonshor, PhD, music psychology expert. “It often has slower speeds, which slows down our breathing and heart rate when we listen so that we feel more relaxed and tranquil. In addition to hearing slower speeds, hearing music with sad lyrics creates a sense of personal connection with the artists who wrote them—it validates that our human experiences are shared.”

Spotify’s Innovative Fuego Playlist Turns Fans Into Music Curators

May 10, 2023

graphic cover art showing the logo of fuego mixtapes

Spotify’s Fuego has been red hot since launching last year, with surprise updates each week redefining how listeners discover Latin music. But continuously alerting fans to hot new music isn’t the only thing that sets Fuego apart. The compilation of songs is a result of open and collaborative curation between music editors and guest curators. Now Spotify is taking Fuego and its archive of weekly mixtapes to the next level by giving users the chance to curate the playlist themselves, for the first time ever.

Listeners can submit their own music lineup by visiting the Fuego Mixtape microsite. From there, select playlists will have the chance to be featured as the Fuego playlist of the week. This adds a new way to engage with favorite tracks and share them with others.

Creating an opportunity for user-generated playlists is just one of the many ways Fuego is taking music curation in a new direction. In the past, Fuego has featured guest artist curators like Feid, Myke Towers, and Eladio Carrion. In the coming months, Fuego will expand the helm to playlist takeovers from influencers like Jess Judith, Santea, and Sofia Bella. 

Our Generation Comes to Life With IRL Event Space From Illustrator Eliza Williams

May 2, 2023

Story photo credits: Alice Backham

If you’re ready to reset your expectations of what it means to transcend genres and simply embrace the music, Our Generation is for you. As Spotify U.K.’s musical home for artists who don’t bind themselves to genres or stereotypes, the playlist continues to celebrate what it means to be an artist in 2023.  

This past weekend, we brought the world of Our Generation to life in London for a three-day immersive pop-up with special appearances from some of the most exciting artists on the playlist.

Swedish Gen Z Hit ‘Vad? med IJustWantToBeCool’ Comes Exclusively to Spotify

February 13, 2023

Anyone want a slice of pizza to go with their podcast? Sweden’s biggest Gen Z show, Vad? med IJustWantToBeCool, is the latest podcast to come exclusively to Spotify—and the pizza party’s just getting started. 

Comedy trio Victor, Emil, and Joel debuted their hit podcast, Vad? (What?), in May 2020 after 10 years of making humorous video content. Since then, the show has climbed the charts to become one of Sweden’s biggest podcasts with a younger Gen Z audience (those aged 7 to 20). Each episode consists of the friends asking each other what they would do if faced with certain situations and telling stories from their lives to reinforce their responses. 

Keeping with their comedic sentiments, the trio announced their exclusivity with Spotify through a series of sketches showing them dramatically moving into the Spotify office, claiming to own the place. And since at the end of every exhausting move comes a “moving pizza,” IJustWantToBeCool created a special pizza for their fans to enjoy.

the hosts of "Vad" share a pizza on a couch

Fans in Stockholm can get in on the fun for the next two weeks by heading to one of the two Deglabbet pizza shop locations and ordering a special “Moving Pizza,” which is made with a special recipe from the trio and will be served in a branded “Vad?” takeaway box.

Check out the latest Swedish Spotify exclusive podcast, Vad? med IJustWantToBeCool, below.

 

Emma Chamberlain’s ‘Anything Goes’ Podcast Comes Exclusively to Spotify

November 17, 2022

Anything Goes with Emma Chamberlain

Photo credit: Max Montgomery

Since 2017, Emma Chamberlain has filmed her highs, lows, and most vulnerable moments for all to see. In February 2020, the California native turned this candid conversation into a podcast she dubbed Anything Goes with Emma Chamberlain. It quickly became a worldwide hit and a People’s Choice Award winner. And soon, it will be a Spotify exclusive. 

Spotify will be the exclusive home for the entire series (yes—that includes both the back catalog and future episodes) in a multiyear license agreement beginning next year. The influential Gen Z creator will also treat fans to new select video podcast episodes, exploring a fresh format for the podcast that takes Emma back to her vlogging roots as she features special guests and more.

“I’ve been listening to everything on Spotify since I was 14,” said Emma. “Spotify has played a huge role in developing my love and passion for podcasts and music, and I am consistently wowed by the way the platform continues to evolve. I couldn’t be more honored to be their exclusive partner, and work together to allow Anything Goes to blossom in ways it couldn’t have anywhere else.”

Recorded from the comfort of her bed, Anything Goes is a place for Emma to get vulnerable and talk at length about whatever is on her mind each week. Sometimes she tackles philosophy, sometimes a random story from 10 years ago, sometimes advice, and sometimes nothing quite definable at all. 

“Emma Chamberlain is one of the most influential voices fueling the creator community today, and Spotify is thrilled to be her exclusive podcast partner,” says Max Culter, VP, Creator Content & Partnerships. “Her vulnerability, authenticity and contributions to the larger cultural conversation are truly inspiring. Our team is beyond excited to work alongside Emma to grow and amplify ‘Anything Goes’ with unique tools and resources only Spotify can provide, and to deepen the connection with her fan base globally.”

Like all podcasts on Spotify, Anything Goes will be available for all users to stream for free. Listen to the most recent episode below.