Tag: hip-hop

Watch 6 Iconic Korean Hip-Hop Artists Explain How the Genre Has Captured the Hearts of Fans Around the World

December 13, 2022

In South Korea, hip-hop has not only evolved into an essential part of the music scene, but also a big part of the country’s pop culture. While K-Pop has been taking over the world, Korean hip-hop has also started to gain international popularity, with K-hip-hop artists expanding their presence in the global market. With the growing interest from fans and listeners worldwide, Spotify launched KrOWN in September of this year, our official global Korean hip-hop playlist (formerly known as K-Hip-Hop +82). KrOWN serves as a bridge between K-hip-hop and music fans around the world, ultimately elevating Korean hip-hop artists and culture.

To dive further into the genre, uncover what makes K-hip-hop unique to the world, and explore the music’s roots, Spotify sat down with some of the most iconic artists in the scene.

Meet some of the key players who have propelled the growth of K-hip-hop:

Tiger JK: The history of hip-hop in South Korea is generally considered to have begun in the 1990s with iconic figures like Tiger JK helping the genre become mainstream. Often referred to as the godfather of K-hip-hop, the rapper was also a founding member of the group Drunken Tiger. “Back then, every day was like war, and finding a place to perform was almost impossible. But it was so much fun,” Tiger JK recalls. “And the best trophy for us at the time was having three or four fans walk up to us in the subway and share which lyrics and rhymes they liked about our song.”
Yoon Mirae: Yoon debuted in 1997 and is recognized as an icon in Korea. She runs the record label Feel Ghood Music with her husband, Tiger JK. “If you are a fan of hip-hop, you can’t help but be a fan of K-hip-hop,” she says. “A lot of artists in Korea are just really that good, and a lot of MCs—especially people like Tiger JK—stay grounded to their roots and want to show their love and appreciation for the Korean culture we came from… I think people recognize that.”

Dynamicduo (consisting of CHOIZA and Gaeko): The K-hip-hop scene began to coalesce further in the 2000s, as the genre’s top artists continuously challenged themselves to bring the sound forward. In 2006, the iconic group Dynamicduo established hip-hop record label Amoeba Culture, which has since become a home to various prominent artists.

Jay Park: Fast-forward to the present, and Jay Park—rapper, singer-songwriter, record producer, and entrepreneur—believes the overall popularity of Korean culture around the world has benefitted K-hip-hop as well. Having started his career in the K-Pop entertainment business, Jay Park is now a renowned multifaceted talent and one of the most streamed Korean hip-hop artists worldwide.

The Quiett: The Quiett holds a strong presence in South Korea’s hip-hop scene with over two decades of experience in the space. A rapper, composer, and record producer widely known for founding major hip-hop record labels (including Illionaire Records and Ambition Musik), the artist thinks back to when he first started as a rapper and to the exciting present of the scene, now filled with passionate, unique talents.

Not only has the genre become a significant part of the music culture in South Korea, but it has also emerged as a form of entertainment, including TV shows, festivals, and films, enjoyed across many generations.

In addition to the campaign video available on KrOWN (via Spotify Clips) and Spotify’s official global YouTube channel, starting mid December, the KrOWN playlist will be taken over each week by one of the artists featured in the video. Through the KrOWN playlist takeover campaign, Yoon Mirae and Tiger JK, Dynamicduo, The Quiett, and Jay Park will each select 10 of their favorite tracks to be added at the top of the KrOWN playlist for one full week. Interviews of each artist will also be unveiled on the platform.

Doechii, Our Newest US RADAR Artist, Brings a Piece of Florida to Her Fans

October 13, 2022

artist Doechii is posting in front of the camera

Doechii isn’t easy to define. The rapper describes her sound as “alternative,” but what truly sets her apart is her ability to create not just pop or R&B songs, but tracks from any genre. This unique ability has set the Tampa native on her path to stardom, and landed her the coveted position of Spotify’s newest RADAR US artist.

Through our RADAR program, Spotify supports up-and-coming artists by helping amplify and connect their music with new audiences. Starting today, fans can watch an exclusive performance minivideo of Doechii singing a live rendition of “This Bitch Matters” and find Doechii as the face of the RADAR US playlist, with her song at the top.

Doechii started honing her musical skills at a young age and even attended a high school that specifically emphasized the arts. Her area of focus there was vocal technology and classical choral singing. She started releasing her own music in 2016 and then watched her fan base grow.

In 2021, Doechii released “Yucky Blucky Fruitcake,” which went viral on social media, bringing her a new set of fans and greater attention in the music industry. That same year, Doechii opened for SZA on the R&B singer’s Good Days tour.

Fast-forward to 2022 and Doechii has propelled her career even further. She signed with Top Dawg Entertainment, the label that has produced household names such as Kendrick Lamar, ScHoolboy Q, and the aforementioned SZA. “It’s great,” Doechii told For the Record. “My labelmates are incredible artists, and TDE is very supportive of my creative vision.”

Shortly after signing with TDE, Doechii released “Persuasive,” and in August, the rapper released her EP she/her/black bitch. Now she’s focused on preparing for an upcoming album and tour.

Streaming her music on Spotify isn’t the only way fans can interact with Doechii. Roblox players have the chance to experience special curated moments with Doechii through Spotify Island, an otherworldly destination for audio that features our new, futuristic Planet Hip-Hop portal. It’s here you’ll find Doechii’s Swamp, which is covered in moss, flooded floors, and vines and is inspired by the artist’s Florida roots.

“I like to bring the beauty of Florida’s swamps everywhere I go, including virtually,” shared Doechii. “I thought it would be amazing to give players a chance to experience a piece of my home in the game. It’s this futuristic swamp queendom that you wanna stay in forever; it’s what I’d like Florida to look like in 2050.”

From creating provocative new music to exciting virtual reality experiences, Doechii is an artist to watch. We asked Doechii if she had any advice for fellow emerging artists following in her path, and she said: “Fall in love with the process, try doing things that scare you, and keep going.”

Hear more from Doechii as well as other up-and-coming artists in our RADAR US playlist:

Six Playlists To Get Your Dance on From South Korea’s 1MILLION Dance Studio

September 21, 2022

Based in Seoul, South Korea, 1MILLION Dance Studio originally started in a basement in 2014. It has since grown in both size and cultural significance, welcoming students from all over the world, establishing itself as one of South Korea’s most-prized dance agencies, and representing some of the top dancers and choreographers in Asia and around the globe.

1MILLION’s dancers have collaborated with companies; choreographed routines for superstars; and appeared in numerous music videos, concerts, and television shows. Its frequently updated YouTube channel has over 25 million subscribers worldwide to date, and now the famed studio is ready to connect with fans on Spotify.

To celebrate the launch of the official 1MILLION Dance Studio Spotify account, the world-renowned studio has created 1MILLION!—a special playlist consisting of fan-favorite tracks that have appeared in its videos. Tracks include “The Greatest” by Sia, “bloodline” by Ariana Grande, “SUNDOWN (ft. Justin Bieber)” by BEAM, and more.

But 1MILLION Dance wasn’t content to leave fans with just the one playlist. The studio also tapped five of its brightest stars—Yoojung Lee, Bale, Woonha, KOOJAEMO, and K-Chan—to create their own specially themed playlists to help fans get warmed up, cooled off, and in a relaxed state of mind.

Curious which tracks these top dancers keep on repeat? Let’s find out.

Yoojung Lee

Yoojung joined the ranks of the 1MDS elite in 2015. She became interested in dance at the age of 16 and went on to immerse herself in everything related, starting with commercial dance and moving on to other genres including street-dance fundamentals.

With her Mystery Party playlist, Yoojung shares some of her favorite daily warm-up songs, which include tracks from Shawn Mendes, BIBI, and more.

Bale

Known for winning first place in Asia’s most prestigious dance competition, the Feedback Competition, Bale has been dancing since he first learned how to pop at the age of 15. He’s gone on to participate in countless competitions and dance battles and joined 1MDS in 2020.

Before class or practice, Bale likes to listen to his playlist Relax, Warm-Up, which includes hits from Khalid, Daniel Caesar, and Jeff Bernat.

Woonha

Known for her dark and gothic style of choreography, Woonha began dancing as part of her high school’s junior dance club. She later passed an audition and was invited to perform with 1MILLION Dance, which led to her officially becoming a choreographer at the academy in 2019.

With selections from Mura Masa and FKA twigs, Woonha’s Low Wave playlist is equally suited for relaxing before or after dance class.

KOOJAEMO

Appearing in countless music videos including Solar’s “HONEY,” NCT U’s “Maniac,” AleXa’s “Xtra,” and “Blue Moon” by kyungri, KOOJAEMO is one of the rising street dancers in South Korea.

Before a 1MILLION Dance class, you need to get pumped. And KOOJAEMO’s playlist All That Hip does just that, with cuts by Ari Lennox, UMI, and Sam Smith.

K-Chan

While having famously appeared in SUNYE’s “Just a Dancer” music video, K-Chan is a rookie in the dance scene. He notably choreographed for K-Pop artist Hong Eunki and former BESTie member Jung Yu Ji on the hit competition show Sing Again 2 and appeared in Korea Tourism’s famous “Feel the Rhythm of Korea: SEOUL” ad, which has garnered over 48 million views to date.

Get your groove on with Burna Boy, Omah Lay, and more with K-Chan’s Feel Groovy playlist.

1MILLION aims to break the barrier between dance professionals and enthusiasts to create a dance culture that is accessible to all. And now that it’s officially on Spotify, fans will have a chance to stay up with all the tracks that inspire their favorite dancers.

Want to keep the dance party going? Turn ON the movement with Spotify’s K-Pop On! playlist!

Netflix and Mo Amer’s “MO” Crosses Cultures With Comedy, Care, and Music

September 14, 2022

Mo Amer sitting in a car and looking out the open window

When Mo Amer set out to make a comedy TV series about his experience as a Palestinian refugee in Texas, he wished to represent his family and his culture in a way that he had never seen done before on mainstream U.S. television. In the process of doing just that, he also created a musical love letter to the Houston suburb of Alief and to everyone who has ever had to leave home.

In the Netflix show MO, which debuted last month, the titular character straddles the line between two cultures, three languages, and a pending asylum request while hustling to support his Palestinian family. He navigates the stereotypes and intricacies of a story of displacement with both the sensitivity and humor befitting his stand-up comedy career.

Accompanying the show is the MO Official Playlist, which amplifies the series’ multicultural and multifaceted themes. It features artists from Palestine and the Palestinian diaspora such as Chilean-Palestinian singer and Spotify RADAR–featured artist Elyanna, and DAM, the first Palestinian hip-hop group. It also incorporates a track from Palestinian American Sammy Shiblaq. Also, highlighted: hip-hop luminary Common, chopped and screwed originator DJ Screw, and regional Mexican duo Los 2 de la S.

“All of the songs that are on there, they are Mo,” Suhel Nafar, the show’s music supervisor, told For the Record in a co-interview with Mo. “If there’s an app one day where people walk and they have a soundtrack all the time around them, that would be this playlist for Mo.”

Why was it important for you to tell this story—your family’s story?

Mo: I’ve never seen, first of all, a Palestinian family on American television—nor have I seen an immigrant refugee story ever told in this perspective, from something as grounded in comedy. We have this idea of what a refugee, an immigrant, looks like based on the mainstream news, which is people on boats, fleeing. But we never get the details, the story of what happens after. If you actually survive and get to a new country to explore a new life, you don’t ever really see what the struggles look like there. There’s so much effort that goes into it, not just to survive, but to adjust to a completely different structure, to try to feel seen and to feel like an equal to the person next to you.

I was really meticulous with this. It’s really, really important not to be over the top with anything. But it’s just like cooking a dish. It has to have the right balance of heat, sweetness, texture—this is the same kind of thing that goes into making a TV show. I wasn’t going to let anything slip by. And it was such an important story that’s never been done before in American television. And it’s such a huge responsibility, such a weight on my shoulders. And I take that very, very seriously.

What were the types of music you considered for the soundtrack of this show?

Mo: Well, it’s something that I had to dig into myself, since a lot of the show is based off of my life story and grounded in that. What do I listen to? What does my playlist look like? I’m a little bit Palestinian folk music, a little modern Arabic music, but also a lot of hip-hop, a lot of chopped and screwed—I’m from Houston. I am a little bit jazz. I’m a little bit rock and roll, but I’m a little bit country. Suhel and I share the same cultural backgrounds and ethnic backgrounds, and he understood that I had so much to carry that I needed someone that I can just trust in my corner that knows me so well.

Suhel: It’s definitely a match as I’m also from a Palestinian background; I was born and raised in Palestine and immigrated to the U.S. nine years ago. Hearing Mo’s story, that he learned English through comedy, resonated, as I’m a person that learned English through hip-hop music. So we really found this matching in our stories. For me, it wasn’t just curating for Mo, it’s for everyone who’s going to feel attached to Mo. So the soundtrack represents Black culture in Texas with hip-hop and chopped and screwed, Latin culture with regional Mexican, and Arab culture with traditional hip-hop and Arabic Pop. And if I want to go back to food—because we both love food—the way I would see it, it’s like a food truck in the U.S. that would be selling al pastor. So it looks like shawarma wrapped in a tortilla—and that’s the sound.

We also incorporated some producers like Idrissi and Ramoon, who are really dope producers from Morocco that have produced for people globally. Having that sound in there was really important. Discovery was important as well—we really wanted this to be an opportunity to not just put the big names, not just put the traditional stuff, but also put the new and upcoming artists to get people to go to Spotify, to search for that song after watching.

Hip-hop may differ across languages and cultures, but so many elements of it remain consistent. What is the power and impact of hip-hop to you?

Mo: Hip-hop, to me, is the voice of a struggle, the voice of overcoming struggle, and the idea of coming from nothing and assessing your environment, being honest and true to it. It’s poetry as well when it’s done the right way. It has a lot of depth and it’s so layered and sophisticated when done right. And it’s something that I just clung to when I was a kid. And then when chopped and screwed started making its sound in Houston, I was just blown away by it, because once it has a particular melody as it slows down, it puts you in a completely different state. It just slowed down everything in a really special way. So I have a lot of admiration for hip-hop and what it is and what it stands for.

Why do you think non-Palestinians or non-Arabs should experience this show?

Suhel: The character of Mo in the show, a lot of it, about 90 percent, is what he’s like outside the show too. And what he’s representing—it’s not Arab culture. It’s not Houson culture. It’s not Latino culture or Nigerian culture. It’s a third culture.

You know, when immigrants or refugee immigrants move to a new place in the world and all those cultures start mixing up, it creates a new culture. It’s the third culture. This is what we call it here, in the diaspora. So you could be a Latino and feel like Mo represents you because you’re feeling that experience of being from a different land. And this third culture concept is what blurs the differences between all of us. And that’s what’s beautiful about Mo in his comedy, in his show, in his storytelling, and in his choices of who he works with in front of the screen and behind the scenes.

Fall in love with MO through the show’s official playlist, only on Spotify.

The Newly Rebranded KrOWN Playlist Gives International Fans a Taste of Korean Hip-Hop

August 31, 2022

a graphical image that's a black box with KrOWN written over it in gold.

K-Pop ON! (온) is the Spotify destination for K-Pop fans—but what if you’re looking for the best in Korean hip-hop? Well then, we’d like to introduce you to KrOWN. This editorial playlist is the ultimate place for K-hip-hop listeners around the world and serves as a brand that symbolizes the hottest of South Korea’s hip-hop scene.

This new playlist gives local and international fans of the genre a one-stop destination to listen to the latest music from their favorite and soon-to-be favorite artists. The name is a combination of “KR,” the country code for South Korea, and “Crown/Own,” which refers to the crowned kings and queens who own K-hip-hop worldwide.

KrOWN originally existed as the K-Hip-Hop+82 playlist. Prior to the rebranding, Spotify listeners streamed the playlist more than 20 million times just last year and racked up more than 430,000 followers.

The playlist’s top streaming countries include the United States, Taiwan, Canada, Indonesia, Thailand, Singapore, Australia, Malaysia, the Philippines, and Japan—proving that Korean hip-hop truly is a global sensation. In fact, listeners streamed K-hip-hop tracks more than 13.1 billion times on Spotify, with Gen Zs (18- to 24-year-olds) accounting for nearly half of the listenership.

Other Spotify playlists like TrenChill K-Hip Hop, K’illin’, From Bottom to Top, and Jazzy Hip-Hop give fans a taste of the many sounds within Korean hip-hop, and the newly rebranded KrOWN will be the perfect home for the overarching genre.

Check out the newly relaunched KrOWN playlist below.

전 세계 K힙합 팬들을 위한 글로벌 한국힙합 플레이리스트

August 31, 2022

K팝 팬들을 위한 가장 상징적인 글로벌 에디토리얼 플레이리스트로 스포티파이의 K-Pop ON! (온)이 있다면, K힙합을 찾는 전 세계 청취자를 위한 공식 한국힙합 플레이리스트는 바로 KrOWN입니다.

KrOWN은 스포티파이 역사상 최초의 K힙합 에디토리얼 플레이리스트로 2017년 4월에 론칭한 ‘K-Hip-Hop +82’에 기반해 이번에 새롭게 탄생했습니다. 특히 새로운 플레이리스트명 ‘KrOWN’은 한국의 국가코드 ‘KR‘, 왕관을 뜻하는 영단어 ‘Crown‘, 그리고 ‘(힙합씬을) 이끈다’는 의미의 ‘Own‘을 합쳐 ‘한국의 힙합씬을 이끌어 전 세계에 선보인다’는 의미를 상징합니다. 스포티파이의 KrOWN은 국내외 힙합 팬과 커뮤니티가 즐겨 찾는 대표적인 글로벌 한국힙합 플레이리스트이자 하나의 상징적인 한국힙합 브랜드로 자리매김할 것입니다.

리브랜딩 전부터 다양한 한국힙합 아티스트와 음악을 전 세계 청취자들에게 소개해 온 본 플레이리스트는 현재 43만 명 이상의 팔로워를 보유하고 있으며, 지난 한 해 동안에만 단일 플레이리스트로서 2천만 회 이상의 스트리밍을 기록하기도 했습니다.

또한 지난 7월 한 달 동안 해당 플레이리스트를 가장 많이 청취한 국가는 미국, 대만, 캐나다, 인도네시아, 태국, 싱가포르, 호주, 말레이시아, 필리핀, 일본 순으로 집계되며, 한국힙합이 전 세계적인 인기를 얻고 있다는 것을 입증했습니다. 실제로 올해 7월까지 스포티파이 내 K힙합은 누적 131억 회 이상 스트리밍 되었으며, 청취자의 약 절반(48%)이 18~24세의 Z세대로 나타났습니다.

스포티파이는 KrOWN 외에도 다양한 한국 음악과 아티스트 관련 플레이리스트를 소개하는 K팝 전용 허브를 통해 한국힙합 아티스트들을 글로벌 청취자와 연결해왔습니다. 특히 TrenChill K-Hip Hop, K’illin’, 바닥에서 위로, 재즈맛 힙합 등 한국힙합 중심의 다채로운 에디토리얼 플레이리스트를 지속적으로 선보여왔습니다. 이번 KrOWN 론칭을 계기로 스포티파이는, 오늘자 기준 대한민국을 포함한 전 세계 183개 국가 4억 3천 3백만명 이상의 청취자들에게 한국힙합 특유의 에너지와 사운드, 문화를 더욱 견고히 알려나갈 계획이다.

새롭게 론칭한 KrOWN을 지금 바로 확인해 보세요!

Spotify’s Biggest Playlist—RapCaviar—Now Has Its Own Video Podcast Hosted by Brandon ‘Jinx’ Jenkins

August 4, 2022

Brandon “Jinx” Jenkins lives, breathes, and sleeps hip-hop. He’s the host of several podcasts, including Spotify and Gimlet’s Mogul and the Ringer’s No Skips, which he hosts with New York Times bestselling author Shea Serrano. He’s also penning a book, launching a media magazine, and working on pre-production for several upcoming video projects. So he’s a natural choice for the brand-new RapCaviar Podcast, a video podcast that explores the essence of rap and takes Spotfiy’s top playlist, RapCaviar, in a bold new direction.

The RapCaviar Podcast will settle long-standing debates, challenge theories, and offer fresh takes on hip-hop topics, like who the best rapper is of Kendrick, Drake, and J. Cole; whether My Beautiful Dark Twisted Fantasy is Kanye West’s best album; and who the Godfather of the trap sound really is. Each week starting today, the RapCaviar Podcast host and a panel of guests will dive deep into a main theme.

For the Record caught up with Jinx to hear more about the podcast.

How did the RapCaviar Podcast come about?

The RapCaviar Podcast was something that had been floating around in the Spotify RapCaviar hallways for a minute. I’ve known [Spotify Creative Director/Head of Urban Music] Carl Cherry for years; I’ve been a fan of his work in the hip-hop space. And he had mentioned this idea about how to grow RapCaviar into these other extensions. It’s the most popular playlist in the world, and he wanted it to do more than just serve up artists and music and allow fans to play music. So they started thinking through the things they could build around it. And there have been several experiences born from this—live events, parties, panels. But I think this podcast is one new piece in the arsenal that’s angling toward one of the most important pieces of rap, period, which is the rap debate. And I was really happy that RapCaviar was like, “Hey, let’s get Jinx to do it.”

What are some of the topics you’re excited to cover?

We’ll cover everything from nostalgia to where we think this genre’s going and how it might change. Because in the last five years, let alone the last 10 to 20 years, it’s evolved tremendously. So we’re at a super interesting time right now because we had this whole crop of artists for the last decade who are not the new artists anymore. We’re watching Kendrick and J.Cole and Drake and everyone from that field get older, keep doing rap, keep making new music—or leave music. But we’re also embarking on this new era that still feels very much like hip-hop. There are questions of how much of it is rap. I’m interested in pushing the boundaries of what rap is and having some discussions with the new generation about what they think of the rap sphere and what’s happening.

How has rap changed and matured over your lifetime?

I remember getting my first stereo for Christmas and setting the radio station—I’m from New Jersey, so setting the radio station to Hot97—and I was lucky. I had the rap radio station and the dial never changed. But it has gone through stages. I remember working in the mall, in the shoe store, and we played hip-hop in our store because it was the sneaker store, but you wouldn’t hear rap anywhere else in the mall. I remember when you wouldn’t hear rap in television commercials.

Then I remember these big moments where I was watching a basketball game and would hear rap, not just in the arena but on the commercial. Or starting to hear it in the mall or see it referenced in pop culture outside the rap radio station and my friends. So for it to just keep getting bigger and bigger, and for the RapCaviar playlist to be the biggest playlist on the biggest streaming platform in the world says a lot about what the genre has done. And I feel super lucky to now be able to contribute to the same thing I’ve enjoyed all these years.

Whom do you hope to invite on as guests?

We’re going to have a mix of producers, DJs, rap photographers, writers, journalists, executives, fans, YouTubers—just the whole rap sphere, which we know is much bigger than artists and media talking heads. We want to expand this to where it’s not necessarily about your resume right now. It’s really more about the question, Do you love this thing? We want it to be democratized by multiple viewpoints and to let everyone know that all opinions and vantage points are welcome. You don’t have to be working at a record label right now or be working in hip-hop.

This is not just a podcast, but a video podcast. What excites you about this format?

Fans spend a lot of time experiencing rap visually, whether it’s images, music videos, or the artist’s going live on whatever platform. So I think it makes sense to meet them where they’re at. Rap is such a visual medium, you know: the way you see these people dress, what they look like, how they look when they’re saying the thing. Or even in the rap debate—there’s a moment in a rap conversation where people are sitting down talking, and then someone, to make their point, has to stand up or clap their hands. So much of hip-hop and its adjacent cultures are about emoting. And I think it’s big for Spotify to take that leap and bring the rap audience something to watch.

What’s your best hip-hop unpopular opinion?

Everyone thinks the South is the most important region in rap. I very much think it’s the West Coast. They make the best albums. They have the most coherent music, the best positioning of their projects. It bothers me so much that it’s not the East Coast, it’s not New York or New Jersey, but I truly think some of the best music is coming out of the West Coast. So it’s not a hot take, but it’s a hot take when you wear a Yankees hat every day.

Who are you aiming to reach with the RapCaviar Podcast?

There’s a piece of the RapCaviar playlist that’s for the initiated—it’s for the hyper-fans of rap music who have been following the changing tide of the genre over the years. But it’s also the playlist for the person who is not a hip-hop fan who wants to figure out what’s poppin’ right now. So I say that it’s “for the purist and it’s for the tourist.” The podcast, then, has the same context around the music. So if you really want to know what rap looks like and our feelings about the music you’re playing on the playlist, it’s for you. Tune in.

Tune in to the first episode of the RapCaviar Podcast below.

Spotify Officially Partners With Red Bull Batalla To Create The Ultimate Freestyle Tournament Listening Experience

June 29, 2022

Red Bull Batalla and Spotify logos on blue and red background

The emotional moment when two rappers take the stage for a freestyle battle is incomparable: The energy flows to the rhythm of the beats while the MCs—armed with their mental agility, linguistic acrobatics and lyricism—face off to show who has the best flow. The ritual of the rap battle is the foundation of hip hop and remains as valid as ever today with a new generation of fans.

Now, Spotify will officially partner with the largest freestyle tournament in Spanish, Red Bull Batalla, offering a unique, dedicated listening experience in a hub with playlists, battles in audio format, podcasts, and more.

In the official Red Bull Batalla playlist, fans will find the best of rappers who have emerged victorious and the most exciting tracks from the current tournament, including “Crescendo,” the anthem with the most beloved talent of the 2021 season.

In addition, fans will be able to follow their favorite rappers in each of the ten national finals: Argentina, Chile, Colombia, Ecuador, Mexico, Peru, Spain, Uruguay, Central America and the United States, leading to the grand final in Mexico this December. The battles will be remastered especially for an album format, released by Red Bull Records, and fans can relive the thrill of historical battles through their ears as many times as they like in This is: Red Bull Batalla.

What’s more, fans can benefit from all of Spotify’s beloved features, including Lyrics—important when contestants are improvising by the second—and Storylines, which includes written commentary by the protagonists of the battles.

Follow the best of Red Bull Batalla and stay tuned for more news about the competition and its players on Spotify.

Make Way for A.GIRL, the Australian Rapper Emerging From Western Sydney’s Underground Hip-Hop Scene

June 21, 2022

A.GIRL at Spotify AU's BUTTER event in Sydney

One of the universal qualities of hip-hop is how artists use the genre to express where they come from and the needs, fears, frustrations, and successes they experience along the way. This has set the stage for Australia’s A.GIRL—real name Hinenuiterangi Tairua—a 22-year-old rapper who is putting western Sydney on the map.

Over the last two years, she has gained national recognition thanks to her raw style and distinct sing-rap mix that yields attention-grabbing moments of musical brilliance.

On the strength of tracks like “We Them Boyz” (featuring Jaecy)—her first to be featured on Spotify’s flagship A1 hip-hop playlist—A.GIRL has enjoyed a rapid rise. She’s won both the Next Big Thing award at the FBi SMAC Awards and triple j’s Unearthed competition, which netted her a slot at the dance music festival Listen Out. She’s even been tipped as a rising star by U.K. publication Wonderland Mag and was named one to watch by Ticketmaster. Building on this momentum, she’s since joined Aussie grime icon Chillinit on his sold-out national tour, has shows coming up with the billion-stream rapper Masked Wolf, and will headline Sydney’s Spilt Milk festival in September.

Most recently, Spotify’s A1 playlist brought A.GIRL together with Chillinit and another homegrown hip-hop artist, Day1, to launch a limited-edition menu with BUTTER, a hybrid fried chicken, hip-hop, champagne, and sneaker venue. (Fans can indulge in the custom menu’s offerings through the end of June at BUTTER’s four Sydney locations.) A.GIRL’s creation for this menu is the “A.GIRL Nashville Sandwich,” a spicy fried chicken sandwich with buttermilk ranch, a fried runny egg, and lettuce.

“I had a long think about it, and I was like, what is missing from burgers that I always add when I go home?” she told For the Record. “Like, how do I personalize? The runny egg. I don’t know if it’s a Maori thing, a Pacific Islander thing, but we always put runny eggs on everything. So I was just like, chicken sandwich with a runny egg—that’s a wrap!”

Spotify Renames Our Rap Tuga Playlist Na Zona To Reflect the Evolving Sounds of Portuguese Rap

June 14, 2022

Wet Bed Gang standing within a square of neon light.

For almost five years, fans of Portuguese rap music have gone to Spotify’s dedicated playlist, Rap Tuga, to discover new artists and listen to the music they love—resulting in streams of the playlist growing 824% in that time. As Portuguese rap evolves to encompass new subgenres, sounds, and artists, the playlist is gaining new fans across the globe. So to reflect the genre’s increasing influence, Spotify has renamed Rap Tuga as Na Zona, meaning “the zone.”

“We’re seeing a generational change among rappers in Portugal and, with that, an evolution of the genre. It’s no longer just rap or hip-hop; it’s trap, drill, and many other sounds that are merging under the Rap Tuga umbrella.” Melanie Parejo, Spotify Head of Music for Southern Europe, told For the Record. “We also see influences from the U.K. and Brazil entering the drill space—and from Portuguese-speaking Africa, with artists like Julinho Ksd rapping in Creole. Na Zona is a fresh project that follows the hype promoting Portuguese rap all over the world.”

In fact, a large portion of Na Zona’s fans come from Switzerland, France, Angola, Mozambique, and Cape Verde, with 48% of total streams coming from Gen Z listeners.

As the genre continues to gain traction with fans, so too do the artists whose sounds have influenced Portuguese rap.

For the past few years, Wet Bed Gang has topped the genre. Recently, Julinho Ksd, a performer with Cape Verdean origins who partly raps in Creole, has joined the ranks of Portuguese rap artists making it big. And ProfJam and Piruka have also been regularly featured on the playlists’ top lists since its launch.

In 2022, Na Zona’s most-streamed songs have included “Devia Ir” by Wet Bed Gang, “Fato treino do City” by Sippinpurpp, Ivandro’s “Lua” and “Moça,” and “Andalé” by Minguito 283. Fans can look forward to hearing more from these artists as the genre continues to grow.

On ‘The Bridge: 50 Years of Hip-Hop,’ Nas Dives Into the Stories Behind the Genre’s Biggest Moments

February 22, 2022

For the past five decades, hip-hop artists have leveraged the genre to change society, culture, and the music industry as we know it—and have created icons in the process. So to mark the genre’s half-century milestone, The Bridge: 50 Years of Hip Hop, a Spotify Original podcast in partnership with Mass Appeal’s #HipHop50 program, dives deep into how hip-hop went from the microphones, turntables, and sound systems to big business and a worldwide cultural phenomenon.

Over the past four months, the hosts—rapper and hip-hop icon Nas and veteran journalist Minya “Miss Info” Oh—have interviewed icons such as Ice Cube, Cordae, Mary J. Blige, Jeezy, and Yara Shahidi. Each tells a story as unique as their music, giving listeners a glimpse of their particular place in hip-hop history. But with so many decades and names to choose from, Nas originally wasn’t sure where to begin.

“When I first thought about doing this, I thought it would be impossible to choose who to go after first,” he told For the Record in an interview. “I got love for everybody.”

We asked Nas to share more about his perspective as a hip-hop icon speaking to other genre giants and about what podcasts he pays attention to.

What are some of the biggest changes to the genre that you’ve noticed in the three decades you’ve been on the scene?

The constant changing of the guard. The pioneers have truly inspired the youth. And that youth, they eventually become giants, and then they inspire the new, next generation to do the same and more. And it keeps growing and growing. I like to see the different artists that come out every 10 years. It’s crazy.

What’s something surprising that you’ve learned on the show so far?

Just some of the stories—there’s so many untold stories that connect to other stories and allow you to see it as a piece of history. You see the work that was put in that you didn’t know had happened. I didn’t even know how much MC Lyte had done, just being a female artist waking up and going into a male-dominated industry because it was just something that she felt was her calling.

Then there’s the Ice Cube and N.W.A. stories, like when they talk about coming to New York for the first time and getting booed. Those were hard times in the game. Then Ice Cube had a sold-out solo show at the Apollo Theater. He told the story of it on the podcast. I was actually on 125th Street, outside the theater that night, and I couldn’t get in. It was super lit outside in Harlem, NYC. It was that show that really established him in New York City forever. People were crazy for him. I was happy to see it because I was really into his music. And so just hearing from his side of it, how he tore the house down, was really cool.

How did these deep dives into hip-hop history influence your creative process as you put the finishing touches on your latest album, Magic?

They were really different. With the podcast, I got the opportunity to really be a fan, a student, and enjoy the people that really moved me. With Magic, it was just me putting the artist hat on. So, completely two different things, but I can say that talking to all of these guys made me more happy to be an artist in this art form because I could see that there is so much more for me to do. It makes me more happy to be a part of something that the people I’m talking to on the podcast are a part of too. They’ve inspired me. I am happy to be in their world, pushing what they are pushing.

What was the most surprising thing about creating a podcast? What have been the easiest and hardest parts?

It’s been great to step out of my comfort zone and do something that I never thought would be as fun as it’s been. I thought I’d be terrible at talking. Timing. Listening clearly—and it’s being recorded. I said ‘I’ll just be me.’ I don’t even watch my own interviews, and I thought that I’d upset people with all my prying. But I pushed through the sh*t and it’s exciting; people tell me they like listening so I guess I’m doing aight.

There are a lot of hip-hop legends who are no longer here to share their stories. If you could pick one person to have on the show, who would it be?

It would be Eazy-E or Young Dolph. I would want to learn more about Young Dolph. I’ve heard some of his music, but the people I listen to mostly are older, so I want to know more about the things that I’ve missed that only he can say and explain to me.

What are some podcasts you’ve been listening to besides your own?

1619, Drink Champs, and a true crime podcast.

Get more Nas and Teddy Riley (and maybe one day find out which true crime podcast Nas has been streaming?) on the latest episode of The Bridge: 50 Years of Hip-Hop every Tuesday, only on Spotify.

Un ‘Huracán’ llega a Spotify: Aleman presenta nueva experiencia del álbum con contenido exclusivo

November 23, 2021

Aunque la temporada de huracanes en México está por terminar, el rapero Aleman llega a arrasar los oídos de sus fans con su nuevo álbum Huracán que, después de mucha expectativa, es uno de los lanzamientos más relevantes de hip hop este año.

Para celebrar este lanzamiento, Spotify anuncia una Experiencia del Album de Huracán, en donde Aleman comparte desde el estudio el paso a paso en la creación del disco, presentando algunas de las canciones y compartiendo contenido inédito.

Huracán viene cargado de colaboraciones nacionales e internacionales, como Snoop Dogg, Cypress Hill, Nicki Nicole, Cartel de Santa y Rels B. “Es un Huracán que nace de mis ganas de romperla, de poner en lo más alto el nombre de México en el mundo del rap, comenta Aleman sobre el álbum. “Nace de las ganas de arrasar con todo, cualquier obstáculo que tengas delante.”

Spotify creó cuatro videos, en los que Aleman relata el paso del huracán por México en relación a cuatro canciones del álbum. “Tocando Tierra” es la introducción del álbum y es muestra de la energía de su show en vivo. Al presentar “Satanás,” cuenta que se trata de una canción dedicada a su carro, un lowrider, y una de sus favoritas. “Grills” es una historia de amor en colaboración con Nicki Nicole. Y sobre “Verde, Blanco, Rojo,” el rapero dice: “Es un track que hice para toda mi raza mexa. Representa el poder que tiene el mexicano para salir adelante siempre, no importando las circunstancias.”

Aleman es una fuerza de la naturaleza, con más de 4.9 millones de oyentes mensuales en Spotify, y con este álbum demuestra que el hip-hop en México se trata de colaborar y hacer crecer la escena.

“El huracán para mí es algo que ha estado en mi vida siempre. Significa luchar y levantarse frente a cualquier fuerza. Este álbum es lo más grande que he hecho en mi carrera, tiene todo lo que soñé en un álbum.”

Escucha la experiencia del álbum Huracán aquí.