Tag: International

RADAR Italia Celebrates 5 Years of Success With a New Class of Rising Stars

June 18, 2025

Since popping up in 2020, RADAR Italia has not only supported emerging artists but also reflected the cultural and musical richness of Italy. Over the past five years, it has spotlighted more than 40 rising talents, helping them grow and often gain international recognition. In turn, these diverse voices have made Italy’s music scene more inclusive, representative, and attuned to a new generation of fans with their unique sounds.

“This anniversary is a chance to celebrate the achievements of the many artists who have been part of the program. For five years, RADAR Italia has been a reference point for emerging talent, offering not just visibility but also concrete tools to grow and carve out a space in music,” said Melanie Parejo, Head of Music for South and Eastern Europe at Spotify. “But our commitment goes beyond selection: We support them at every stage of their journey, helping build authentic connections with audiences and explore new creative opportunities. RADAR is a bridge between artists and the millions of listeners looking for new voices and stories to discover.”

RADAR Italia has served as a launchpad for many artists, with the likes of BLANCO, Mara Sattei, Tony Boy, ARIETE, and Rhove representing some of the most influential voices in Italian music today.

On average, our featured RADAR Italia artists experience over a 100% increase in streams and an almost 200% increase in listeners within a year of joining the program. That includes BigMama, who went from 11,000 monthly listeners before joining RADAR Italia in 2021 to over 800,000 listeners by the time she took the stage at Sanremo in 2024. 

“Being part of Spotify RADAR was a milestone in my career, and I hope it will be the same for the young artists selected this year,” said BigMama. “Most importantly, the collaboration with Spotify doesn’t end when the program does—it continues over time, because when you become part of RADAR, you’re part of a family forever.”

Celebrating five years with RADAR Italia’s Class of 2025

To mark the fifth anniversary of RADAR Italia, Casa Spotify hosted a special event to both reflect on the program’s achievements and present the artists featured in the 2025 edition: Marte, Carla Hero, Emma Nolde, Glocky, Sayf, and camoufly.

How South Africa’s Gen Zs Are Reshaping Maskandi Culture for a New Era

June 17, 2025

In South Africa, the rebirth and resurgence of the vibrant folk genre Maskandi has captured the attention of music fans, becoming the country’s fastest-growing sound on Spotify over the past two years.

Steeped in Zulu storytelling traditions, Maskandi has spanned generations and has typically resonated mostin rural parts of the country, including the KwaZulu-Natal province it originated from. But as artists fuse Maskandi’s sound with Amapiano, gospel, and hip-hop, urban Gen Zs are embracing the genre as a way to reclaim their heritage and express their cultural fluency. The result? A full-blown Maskandi renaissance, fueled by pride, experimentation, and authentic storytelling.

A genre reinvented for a new era

On Spotify, nearly half of Maskandi’s listeners are under 35, and many are gravitating to our Bhinca Nation playlist, which is the destination for the genre’s hottest hits. Averaging more than 2 million plays each month, the playlist has grown by more than 3,000% since 2022.

This growing spotlight has also translated into dramatic rises in streams for many of Maskandi’s biggest names:

  • Umafikizolo, Mshinwemali, and Sminofu have all seen their fusion-forward sounds resonate across demographics. Since 2023, their streams are up 897%, 495%, and 258%, respectively.
  • Genre torchbearers Inkos’yamagcokama and Mzukulu continue to lead with consistency, with their streams growing 86% and 79%, respectively.
  • Meanwhile, LIMIT NALA and MENZI MUSIC are quickly turning heads and generating buzz as newcomers to the scene.

These aren’t just stats—they’re signals. Listeners are hungry for music that’s both culturally grounded and globally fluent. More than just a streaming destination, Spotify is soundtracking a movement and reshaping what it means to be proudly Zulu in a hyperconnected world.

Capturing a generational shift

As Maskandi’s revival grows larger, we want to uplift artists and help them build deeper connections with loyal fans, while introducing them to new listeners around the world. That’s why we’ve kept an ear to the ground, and working with the Consumer Insights Agency, we recently commissioned an in-depth report uncovering the trends driving this movement.

Read on for the six key trends shaping the future of Maskandi, revealing how this age-old art form is being reinvented for a new generation.

Francophone Content on Spotify Continues to Thrive Around the World

June 16, 2025

On Spotify, francophone content continues to cross borders at an unprecedented rate. In 2024 alone, more than 123 million listeners worldwide streamed audio content in French, whether music, podcasts, or audiobooks. What’s more, 100 million of those listeners were outside of the historically francophone regions of France, Quebec, Belgium, Luxembourg, and Switzerland.

“It’s incredible to see the power of our platform connecting over 100 million fans globally with francophone content. This is more than just a musical trend—it’s a testament to our ability to deliver creativity and fuel discoverability across the globe,” said Gustav Gyllenhammar, Vice President, Markets and Subscriptions at Spotify. “We’re seeing listenership for francophone content explode in markets across Asia, Africa, and Latin America, a phenomenal proof point for Spotify’s ability to help artists and creators find their audience, no matter where they are. Spotify offers audio creators from all walks of life, from Québec to West Africa, a global stage, and we’ll continue to support them in growing their audience on our platform.”

Charting the global impact of francophone music

Francophone music in particular remains immensely popular around the world. Every month, more than 64 million hours of music performed in French is streamed from all corners of the globe. French music owes this global success to the wealth of styles it encompasses.

Today, we can hear songs like Indila’s “Dernière danse” resonate in São Paulo, while Gazo and Soolking’s “Casanova” pops up on playlists in Cairo and Patrick Watson’s “Je te laisserai des mots” touches hearts in Seoul. 

Powerful voices like those of Stromae, GIMS, and the “Queen of France,” Aya Nakamura, stand alongside more recent talents like Yamê, whose single “Bécane” was a viral smash hit. This musical diversity, carried by artists from all walks of life, makes the range of expression found in francophone music as vast as it is universal. 

Most-listened-to francophone artists on the platform worldwide:

    1. Stromae
    2. GIMS
    3. Jul
    4. Indila
    5. Patrick Watson
    6. Soolking
    7. Aya Nakamura
    8. Tayc
    9. Gazo
    10. PNL

Expanding beyond borders

Outside of France, artists from Africa are also contributing to the popularity of french music, bringing styles that navigate between local heritages and global influences. From the streets of Abidjan to the studios of Bamako, established artists like Tiken Jah Fakoly, Amadou & Mariam, and Sidiki Diabaté bring the rich musical traditions of their homelands to the world.

Quebec also plays a decisive role in the worldwide demand for french content. With nearly half of Quebec users regularly listening to music, podcasts, or audiobooks in French, the province stands out as a major consumer and global exporter of francophone content. Quebecois artists continue to captivate fans both in Canada and abroad, with the likes of Patrick Watson, Les Cowboys Fringants, Charlotte Cardin, and Enima dominating the charts in Quebec, and songs like “Je te laisserai des mots” popping up in more than 6.6 million playlists worldwide last year.

Elevating francophone voices

As the sounds of francophone music seduce the world, podcasts are also reaching attentive ears. Francophone podcasts have seen streams skyrocket by 1,888% since 2019, with shows like The GOAT and LEGEND reaching listeners outside of francophone zones. Alongside those, educational formats like InnerFrench, Little Talk in Slow French, and Easy French are a hit with those who want to learn or perfect their French. Meanwhile, L’Heure du Monde, Canapé Six Places, HugoDécrypte, and Rock & Pop Stories nourish the curiosity of listeners around the world with news, social observations, and pop culture content. 

On average, the francophone podcast is listened to for more than four hours per month by those who do not speak French daily—a constantly increasing figure reflecting a real curiosity for stories and voices from the francophone world.

Top 5 most-listened-to francophone podcasts worldwide:

    1. The GOAT
    2. LEGEND
    3. Little Talk in Slow French
    4. L’Heure du Monde
    5. InnerFrench

Francophone audiobooks are on the rise

French-language audiobooks have only just begun their history on Spotify, but the response from listeners already speaks for itself. Following the launch of Audiobooks in France last October, they have quickly found their audience, with classics like 1984 and immersive narratives like Jacaranda reaching curious listeners. While the bulk of listening today is concentrated in a few key markets, the trend is spreading: Every month, nearly 12,000 hours of French audiobooks are streamed in countries where French is not the main language.

Additionally, five of the 10 most-listened-to francophone audiobooks in North America come from Quebec authors, including TK’s Aliss and Patrick Senécal’s Aliss and Hell.com, as well as Andre Cedilot and Andre Noel’s Mafia Inc. This success is a testament to Quebec’s literary influence and the growing interest in its stories on Spotify.

Breaking down the success of francophone music

Spotify data paints a definitive picture of francophone music’s global popularity, and For the Record spoke with Spotify’s Global Head of Editorial, Sulinna Ong, for an in-depth look at the French cultural and musical trends that have made waves in 2025.

How do you explain the continued success of francophone music on Spotify? What do you think is driving this global phenomenon?

There’s never been a better moment for francophone music. Its global rise is being driven by a mix of deep emotional storytelling, a rich diversity of styles, and artists who aren’t afraid to blend tradition with innovation. From rap to electro-pop to variété française, French-language music resonates with listeners far beyond its borders.

That’s not a coincidence. It reflects the growing appetite for authenticity and genre-bending creativity—two things that francophone artists excel at. 

What role does Spotify play in promoting francophone music, podcasts, and audiobooks abroad?

Spotify serves as a bridge between creators and global audiences. We work closely with local editorial teams to identify emerging francophone voices and help them break beyond their home countries. Our Spotify music editors share tracks they believe have cross-border appeal, and we’ve seen that effort pay off in a big way.

Take Yamê, for example. We spotted him early, supported him through our RADAR program, and now more than half of his streams come from outside France. That’s the kind of journey we aim to enable: local talent, global reach. 

What continent or region of French music fans surprised you the most?

Asia-Pacific has been one of the most exciting surprises. We’ve seen tracks like “Dernière danse” by Indila or “Je te laisserai des mots” by Patrick Watson find huge resonance in cities like Seoul and Tokyo. And artists like Aya Nakamura and Stromae consistently rank among the most-streamed francophone acts in the region.

It’s a powerful reminder that great music transcends language—people connect through rhythm, emotion, and storytelling, and French music delivers all three.

Which French-speaking artists are on your radar this year?

This year, we’re watching a vibrant new generation emerge. Artists like Jeune Lion, Didi B, and BAD NOVA from Francophone Africa are doing incredible things with sound as they blend global genres with local roots. 

I’m also very excited about the continued rise of female artists like Zaho de Sagazan, who recently performed a number of sold-out shows in the United States, and has become quite a phenomenon in some parts of Europe, like Germany. It’s exciting to see this former RADAR France artist that we’ve supported and believed in for so many years achieve such success on our platform. 

Yseult is another incredible, talented artist from our EQUAL program who recently entered the Billboard 100, a first in more than 30 years for a French female artist.

What is your hope for the future of French music on Spotify?

Our hope is simple: that French music continues to travel, surprise, and inspire. We want to see artists from all corners of the francophone world—from Paris to Dakar to Montréal—connect with fans globally and build sustainable careers doing what they love.

Spotify will keep doing everything we can to make that happen through discovery tools, local editorial expertise, and programs that elevate emerging voices. The French language is having a global audio moment, and we’re just getting started.

Discover the best in francophone music with our playlist Grand Hit. 

How Spotify Continues To Supercharge Brazil’s Music Industry

May 28, 2025

Brazil’s music industry is in the midst of a historic transformation—and Spotify continues to help illuminate the path. Our most recent Loud & Clear report, which offers a transparent and data-rich snapshot of the streaming economy’s powerful role in fueling the music industry’s record-breaking growth, shows that Spotify paid out over $10 billion to the music industry—more than any single company ever has in one year—while contributing to a global subscriber base that now exceeds 500 million. 

But how does that translate to Brazil, where Spotify has been streaming since 2014?

In 2024 alone, Brazilian artists generated over BRL 1.6 billion in royalties from Spotify—an incredible 31% jump from the previous year, and more than double their 2021 earnings. This growth outpaces the entire Brazilian music market, the ninth largest in the world, showing how Spotify is fueling real momentum for local creators. Even more impressive: Over 60% of the royalties generated in Brazil stayed local, and Brazilian rights-holders also made up 84% of the country’s Daily Top 50 tracks.

“Royalties generated on Spotify for Brazilian artists are rising faster than Brazil’s music market as a whole. Our Loud & Clear report lays those gains out in black and white, while Spotify for Artists lets every creator see their own performance in real time. Together, that transparency gives musicians the confidence to turn momentum into the next single, a bigger tour, or an ambitious new project,” says Carolina Alzuguir, Head of Music at Spotify Brazil.

Impact that reaches far beyond hits and charts

The success of Brazilian music and artists comes, in part, from strong, consistent engagement with fans—proving that long-term growth beats fleeting virality. Spotify’s freemium model, with its ad-supported and Premium tiers, has helped convert casual listeners into lifelong fans in a country where piracy once dominated. 

The results speak for themselves: More than 25 million hours of Brazilian music are streamed within the country and across the globe every day, and over 815 million user playlists feature Brazilian artists. Music in Portuguese is booming too, with royalties from these tracks growing 20% year over year, and more than doubling since 2021.

Partners in progress 

Tools like Spotify for Artists and Loud & Clear equip creators with the insights they need to succeed. Brazilian music is now more global, diverse, and influential than ever. For example, female Brazilian artists—like MC STER, Anitta, and Bibi Babydoll—are making historic gains, with their international streams rising 51% in 2024 alone. Meanwhile, nearly 11.8 billion first-time discoveries of Brazilian artists took place this year, a year-over-year increase of 19%, connecting these artists with fans around the world—from Mexico and the U.S. to Germany and Spain.

By closing historical gaps and amplifying underrepresented voices, Spotify is building a more inclusive and equitable global music economy—where any artist, anywhere, can thrive on their own terms.

“Before the paycheck, there’s discovery. Last year, Brazilian songs sparked billions of first-time listens and showed up in hundreds of millions of playlists on Spotify. Artists watch that rise live in Spotify for Artists, greet new listeners right away, and turn first plays into loyal fans. That feedback loop transforms curiosity into community, and community is what powers a career,” said Carolina.

Want to dive deeper into how Spotify is reshaping Brazil’s music industry? Explore more stories, stats, and artist milestones on our Brasil 10Anos feature, which celebrates our tenth anniversary in the country.

Como o Spotify continua impulsionando a indústria musical brasileira

May 28, 2025

A indústria musical do Brasil está passando por uma transformação histórica — e o Spotify segue iluminando esse caminho. A versão mais recente do relatório Loud & Clear, oferece um panorama transparente e rico em dados sobre o papel fundamental do streaming no crescimento recorde da indústria da música, e mostra que o Spotify pagou mais de $10 bilhões à indústria musical global — mais do que qualquer outra empresa em um único ano —, ao mesmo tempo em que contribuiu para uma base de usuários global que já ultrapassa os 500 milhões. 

Mas como isso se aplica ao Brasil, onde o Spotify está presente desde 2014?

Só em 2024, artistas brasileiros geraram mais de R$1.6 bilhão em royalties por meio do Spotify — um aumento impressionante de 31% em relação ao ano anterior, e mais que o dobro do que foi registrado em 2021. Esse avanço supera o crescimento do próprio mercado fonográfico brasileiro, hoje o nono maior do mundo em receita, e comprova que o Spotify está gerando um impacto real para os artistas locais. Mais impressionante ainda: mais de 60% dos royalties gerados no país permaneceram aqui, e artistas brasileiros ocuparam 84% do Top 50 diário do Spotify Brasil.

“Os royalties gerados no Spotify por artistas brasileiros estão crescendo mais rápido do que o mercado musical brasileiro. Nosso relatório Loud & Clear apresenta esses ganhos de forma clara e direta, enquanto o Spotify for Artists permite que cada criador acompanhe seu próprio desempenho em tempo real. Essa transparência dá aos músicos a confiança para transformar esse impulso no próximo single, em uma turnê maior ou em um novo projeto ambicioso”, afirma Carolina Alzuguir, Head de Música do Spotify Brasil.

Impacto que vai além dos charts

O sucesso da música e dos artistas brasileiros vem, em grande parte, do engajamento contínuo com os fãs — mostrando que sustentar uma conexão é mais valioso do que viralizações passageiras. O modelo freemium do Spotify, com planos com e sem anúncios, ajudou a converter ouvintes casuais em fãs fiéis em um país que já foi dominado pela pirataria.

Os resultados falam por si: são mais de 25 milhões de horas de música brasileira ouvidas por dia, dentro e fora do país, e mais de 815 milhões de playlists de usuários com faixas de artistas do Brasil. A música em português também está em alta, com royalties dessas faixas crescendo 20% ano a ano — e mais do que dobrando desde 2021.

Parceria para o progresso

Ferramentas como o Spotify for Artists e o próprio Loud & Clear ajudam os criadores com os insights de que precisam para avançar. Hoje, a música brasileira está mais global, diversa e influente do que nunca. Artistas brasileiras como MC STER, Anitta e Bibi Babydoll, por exemplo, estão batendo recordes, com aumento de 51% nos streams internacionais só em 2024. E mais: quase 11,8 bilhões de descobertas de artistas brasileiros aconteceram este ano — um crescimento de 19% em relação a 2023 — conectando esses talentos a ouvintes em lugares como México, EUA, Alemanha e Espanha.

Ao reduzir lacunas históricas e amplificar vozes sub-representadas, o Spotify está ajudando a construir uma economia musical mais inclusiva e justa — onde qualquer artista, em qualquer lugar, pode crescer com autonomia.

“Antes do pagamento, vem a descoberta. No ano passado, músicas brasileiras geraram bilhões de primeiras reproduções e apareceram em centenas de milhões de playlists no Spotify. Os artistas acompanham esse crescimento em tempo real pelo Spotify for Artists, dão boas-vindas aos novos ouvintes imediatamente e transformam a primeira escuta em fãs fieis. Esse ciclo de retorno transforma curiosidade em comunidade — e é a comunidade que impulsiona uma carreira”, conclui Carolina.

Quer explorar mais sobre como o Spotify está transformando a música no Brasil? Acesse nosso especial Brasil 10 Anos, que celebra uma década de Spotify no país, e confira histórias, dados e marcos de artistas

Spotify Expands Its Audiobooks Offering To Listeners In Germany, Austria, Switzerland, and Liechtenstein

April 15, 2025

As the world’s most popular audio-streaming subscription service, Spotify is committed to expanding the audiobook industry, enabling more listeners than ever to discover and engage, and paving the way for future innovation.

We saw early adoption of podcasts and audiobooks in Germany, with labels and fans embracing both formats. Recognizing this potential, we spoke to our users and began innovating and building podcasts globally. 

There’s already a strong appetite for audiobooks across German-speaking markets. With millions of people enjoying audiobooks on Spotify in Germany, we’re excited to enhance this experience by providing a Premium experience for our users of Spotify Individual and Duo or Family Plan Managers.

Today we’re launching an enhanced audiobooks offering in Germany, Austria, Switzerland, and Liechtenstein. Eligible Premium listeners in these markets will have access to 350,000 audiobooks, including titles in German, French, and Italian.

Eligible Premium subscribers will receive 12 hours of audiobook listening each month, and additional 10-hour allocations can be purchased as needed from €9.99. Listeners without an eligible Premium subscription will be able to pay to unlock access to individual audiobook titles a la carte. 

Delivering a better listening experience 

In Germany, there’s a rich tradition of storytelling and “Hörspiele” (audio plays), which has paved the way for the popularity of audiobooks. Today, audiobooks are a significant part of the cultural landscape, preserving and promoting literature in a modern format. 

With Audiobooks in Premium, users will find a host of new benefits that will make the listening experience even better. Along with an expanded catalog—which includes titles like Cornelia Funke’s Tintenherz, Caroline Wahl’s 22 Bahnen, and Rebecca Yarros’ Fourth Wing—listeners can:

  • Search more easily via our dedicated Audiobooks tab.
  • Explore recommendations from our Home feed.
  • Access our hub to discover top titles curated by our editorial experts. 
  • Save their progress in an audiobook, ensuring they can easily pick up where they left off during their next listening session. 
  • Pre-save upcoming releases from their favorite authors with Countdown Pages.
  • Use our Spotify Sleep Timer so they don’t lose their place.

“We are turning up the volume on where people are already listening, and getting even more great stories to them with this new catalog and listening experience. In the markets where we have already launched, we’ve already accelerated growth for the audiobook business, and that’s what we’re committed to doing here in Germany and across Austria, Switzerland and Liechtenstein,” said David Kaefer, VP Audiobooks Business.

Find your next great read by browsing the Audiobooks hub on Spotify.

*Terms apply. 12 hours/month from our subscriber catalog available to Individual and Duo or Family Plan Managers only.

Swedish Pop Star Tove Lo Kicks Off New Nordic Spotify Studio Program With Veronica Maggio Cover

April 1, 2020

From ABBA to Robyn, pop music remains one of Sweden’s greatest exports. And among the artists who have risen to international acclaim is Tove Lo, who helped us kick off the new Nordic Spotify studio program Studio It’s Hits by covering Swedish pop star Veronica Maggio’s “I’m Coming.”

Studio It’s Hits is an extension of Sweden’s most popular playlist, It’s Hits Sweden. The program invites some of the region’s top artists and songwriters to showcase their talent and creativity—whether by recording a cover, remaking one of their own songs, or releasing something totally new. 

“Our ambition is always to support artist creativity and make a positive impact in their career,” says Johan Seidefors, Head of Content Nordics, Spotify. “Through combining this new studio program with the extension of our biggest and most popular playlists, we can give more artists the chance to come to our studio, record something new, and present themselves to existing and new fans.” 

Tove’s cover was recorded earlier this year in Spotify’s headquarters studio in Stockholm. You might be familiar with the original version, “Jag kommer,” which has remained popular since its release a decade ago.

“This song has been one of my absolute favorites since it came out,” Tove told For the Record. “I have so many memories of it, and I’ve always been so impressed with Veronica Maggio’s way with words. I could never write in Swedish the way she can. It’s the perfect mix of poetic, ‘everyday romance’ and making the Swedish summertime feel epic and melancholic all at once.”

While the original song—which has amassed over 65 million streams on Spotify—was written and recorded in Swedish, Tove recorded her version in English. The song was produced by up-and-coming producer Elvira Anderfjärd.

“It was such a cool challenge to translate something so close to my heart and to work with my band and Elvira in the Spotify Studio. Experimenting and playing around with the sound was the perfect studio experience I know and love.”

From BTS to BLACKPINK, the Power of K-Pop Has No Bounds

February 24, 2020

K-Pop is beloved by fans around the world, so we took to the data to see just how popular the music is globally. The genre, which originated in South Korea, has since taken on a life of its own. Thanks to East-meets-West collaborations from BTS and U.S. singer-songwriter Halsey, whose “Boy With Luv” track has over 380 million streams, the reach continues to grow as more and more fans in countries like Egypt and Colombia connect with the music.

Since Spotify released its first K-Pop flagship playlist, K-Pop Daebak, in 2014 (and then a massive hub dedicated to the genre in 2015), there have been more than 41 billion K-Pop streams on Spotify. From rising artists to international collaborations, there’s something for both new and old K-Pop lovers on the platform.

Top-streamed K-Pop artists on Spotify include BTS, BLACKPINK, EXO, TWICE, and Red Velvet. In 2019, BTS was the first group from Asia to surpass 5 billion streams on Spotify. And, as of February 2020, the boy band reached a new milestone: more than 8 billion streams (8 billion streams!) on the platform.

No “FAKE LOVE” here, folks. See how much Spotify listeners love the genre.

Download the infographic here.

Check out the K-Pop Daebak playlist and stream BTS’ MAP OF THE SOUL : 7 The Enhanced Album, which is exclusively available on Spotify.