Tag: latin

Spotlighting the Artists To Watch in 2024

January 10, 2024

It’s a new year, and that means it’s time to predict which artists will make their mark in 2024. Continuing our annual Artists To Watch campaign, we’ve expanded the list to feature even more artists across many more genres. 

Along with streaming data, we tapped our North American music team and editors of our playlist brands—Viva Latino (Latin), Pop Rising (pop), Hot Country (country), juniper (folk), New Noise (rock), Lorem (indie), R&B Rising (R&B), Most Necessary (hip-hop), and mint (dance)—to help select the 90 rising talents featured below. You can also find all of our picks rounded up in one convenient spot with our brand-new Artists To Watch playlist. 

You’ll find Musica Mexicana crooner Chino Pacas among Viva Latino’s picks, and introspective hitmaker Teddy Swims included in Pop Rising’s selections. Country and folk singer-songwriters MacKenzie Carpenter and Chance Peña made Hot Country and juniper’s cuts, respectively, while all-women rock band The Beaches and moody indie songstress Chappell Roan were tapped by New Noise and Lorem. Meanwhile, South African vocalist Tyla, Texas rapper That Mexican OT, and Greek electronic producer Argy were recognized by R&B Rising, Most Necessary, and mint, respectively. 

Who else should you keep an eye on in 2024? Keep reading for the full list of Artists To Watch. 

Viva Latino’s Artists To Watch

Bellakath
Chino Pacas
Dei V
Estevie
Gonzy
Jasiel Nuñez
Junior Zamora
Saiko
Xavi
Yami Safdie

Hot Country’s Artists To Watch

Anne Wilson
Dylan Gossett
Graham Barham
Lauren Watkins
Mackenzie Carpenter
Matt Schuster
Michael Warren
Owen Riegling
Sam Barber
Wyatt Flores

Pop Rising’s Artists To Watch

Aidan Bissett
Alexander Stewart
bludnymph
Emei
Isabel LaRosa
Matt Hansen
Meg Smith
METTE
SNOW WIFE
Teddy Swims

juniper’s Artists To Watch

Bo Staloch
Chance Peña
hey, nothing
Jack Van Cleaf
Kara Jackson
Mon RovÎa
Paris Paloma
Richy Mitch & The Coal Miners
Searows
Tiny Habits

New Noise’s Artists To Watch

Amira Elfeky
Destroy Boys
Jack Kays
Jhariah
julie
Scowl
Teen Jesus and the Jean Teasers
The Beaches
The Last Dinner Party
ThxSoMch

R&B Rising’s Artists To Watch

Amaria
Bellah
Chxrry22
Elmiene
Jordan Ward
Khamari
Lekan
Leon Thomas
Naomi Sharon
Tyla

mint’s Artists To Watch

Argy
BUNT.
DBN Gogo
HoneyLuv
Knock2
LP Giobbi
Mochakk
Sammy Virji
Shermanology
Uncle Waffles

Lorem’s Artists To Watch

Abby Sage
bar italia
Chappell Roan
Frost Children
Hannah Jadagu
hemlocke springs
Provoker
sign crushes motorist
waterbaby
Wisp

Most Necessary’s Artists To Watch

310babii
41
BabyDrill
BigXthaPlug
Hunxho
Lay Bankz
ODUMODUBLVCK
Skilla Baby
That Mexican OT
Veeze

Press play on our Artists To Watch playlist to discover the sounds of all the artists we’re expecting to make waves in 2024. 

Spotify’s 10-Year Journey Elevating Latin Creators

December 18, 2023

In 2013, Spotify embarked on a transformative journey in most of Latin America’s Spanish-speaking countries, a journey that has since reshaped the rhythm of global music. This tenth anniversary of our presence in the region is not just a landmark in the history of Spotify; it’s also a celebration of how Latin creators—propelled by the power of streaming—have taken the world by storm.

Back then, Spotify’s global Top 100 charts featured no Latin songs. Today the musical landscape is radically different. Latin beats have not only appeared on these charts, but they’ve conquered them, growing at 28% annually on Spotify. More than one out of every five songs in the global Top 100 is Latin—a clear indication of the genre’s rising dominance and widespread appeal.

This era has been marked by the emergence of groundbreaking artists from cultural hotspots like Mexico, Colombia, Argentina, and Puerto Rico who have topped charts and reshaped the cultural fabric. “The music scene has experienced a revolution in recent years, where Latin rhythms from reggaeton to música Mexicana are dictating the global pulse,” says Mia Nygren, general manager of Spotify in Latin America. “At Spotify, more than simply witnesses to this phenomenon, we have been facilitators; we’ve seen constant and permanent growth of the industry in the last decade. It is an honor to be the bridge that unites these talented artists with global audiences.” 

The impact of Spotify in this Latin music surge is undeniable. It’s been the digital confluence where artists have met fans, resulting in a 986% increase in Latin music listeners on Spotify worldwide from 2014 to 2023.

 

“I am extremely excited about the future for us in Latin America. We’ve come so far and we have room to grow, but of course that comes with a huge responsibility,” Mia continues. “There is still more talent to be discovered, and we are excited to help them go from local stages to regional to finally the global scene. It’s noteworthy that 21% of all Spotify global users are in Latin America, highlighting the significant impact and potential of this market.”

For the Record also had the opportunity to hear from a few artists who’ve been with Spotify from the beginning of our journey in Latin America. Read on for thoughts from Argentina’s Yami Safdie, Mexico’s Ha*Ash, and Colombia’s TIMO below.

Yami Safdie

How do you think Spotify has played a role in advancing your career?

Spotify is absolutely essential for anyone starting out in the music industry. It’s been a key player in my journey, unlocking opportunities from being featured on playlists to recommendations that introduce my music to potential fans. I’m so thankful for this; I don’t think I could have come this far without Spotify’s platform.

Can you share a story that highlights how Spotify has changed the way you connect with your audience?

I absolutely love checking out the playlists that feature my songs. It’s thrilling to see that a significant portion of my tracks’ streams come from these playlists and the listeners’ own libraries. The creative titles of these playlists are always a highlight for me—they’re just so much fun. I often share these playlists on my social media and have great conversations about them with my friends and family.

Ha*Ash

How do you think Spotify has played a role in advancing your career?

Spotify has played an essential role in the growth of our career. The playlists and the platform’s wide audience have allowed people who possibly weren’t familiar with our music to now know and enjoy it.

Can you share a specific case or story that highlights how Spotify has changed the way you connect with your audience?

Spotify has democratized music in every sense. Today an artist can create a song at home and freely release it for the whole world to listen to. Similarly, the audience has the freedom to decide whether they like it or not, without any intermediary. It’s democratic for both musicians and audiences alike.

TIMO

How do you think music streaming has transformed the consumption habits of fans around the world?

We think the most significant impact since Spotify entered our lives is the expanded access it provided to music and artists. Previously there were numerous constraints with the formats available, but streaming has simplified everything. This simplicity has skyrocketed the number of times artists’ music is played. Undoubtedly, the advent of Spotify has transformed our lives.

Can you share a specific case or story that highlights how Spotify has changed the way you connect with your audience?

We leverage features like Canvas for our music promotion. When releasing a new track, we invite our audience to share videos of them singing or enjoying the song. We always select the best ones and include them in our Canvas. This helps us attract more listeners to our music on the platform and fosters a deeper connection with the song.

Los 10 años de Spotify elevando a los creadores latinos

December 18, 2023

En 2013, Spotify comenzó un viaje transformador en la mayoría de los países de habla hispana de América Latina, un viaje que, desde entonces, ha redefinido el ritmo de la música global. Este décimo aniversario de presencia en la región no es solo un hito en la historia de Spotify; es una celebración de cómo los creadores latinos, impulsados por el poder del streaming, han conquistado al mundo.

Hace diez años, las listas globales Top 100 de Spotify no incluían canciones latinas, hoy en día el panorama musical es totalmente diferente. Los ritmos latinos no sólo han aparecido en estas listas; los han conquistado, teniendo un crecimiento del 28% anual en Spotify. Actualmente, más de una de cada cinco canciones en el Top 100 global es latina, una clara indicación de su creciente dominio y atractivo en general.

Esta era ha estado marcada por el surgimiento de artistas innovadores que no sólo encabezaron las listas de éxitos, sino que también redefinieron nuestra cultura. “La escena musical ha experimentado una revolución en los últimos años, donde los géneros latinos, desde el Reggaetón hasta la Música Mexicana, están dictando el pulso global”, comentó Mia Nygren, General Manager de Spotify en Latino América. “En Spotify, más que simples testigos de este fenómeno, hemos sido facilitadores, hemos visto un crecimiento constante y permanente de la industria en la última década. Es un honor ser el puente que une a estos talentosos artistas con audiencias globales. Es importante mencionar que el 21% de todos los usuarios de Spotify están en América Latina, lo que definitivamente demuestra el impacto y potencial del mercado”.

El impacto de Spotify en este auge de la música latina es innegable. Ha servido como puente digital donde los artistas conectaron con sus fans, lo que resultó en un aumento del 986% en los oyentes de música latina en Spotify a nivel global entre 2014 y 2023.

 

El extraordinario impulso de la música de habla hispana está profundamente arraigado en el género latino. Artistas de puntos culturales clave como México, Colombia, Argentina y Puerto Rico están a la vanguardia y sirven como embajadores globales.

“Estoy muy emocionada acerca del futuro para nosotros en Latino América. Hemos llegado muy lejos y tenemos espacio para crecer, pero, por supuesto, eso conlleva una gran responsabilidad”, comentó Mia. “Todavía hay más talento por descubrir y estamos emocionados de ayudarlos a pasar de los escenarios locales, a los regionales y finalmente a la escena global. Vale la penadestacar que el 21% de todos los usuarios globales de Spotify se encuentran en Latino América, lo que resalta el importante impacto y potencial de este mercado”.

For the Record también tuvo la oportunidad de hablar con algunos artistas que han estado con Spotify desde el inicio de nuestro viaje en Latino América. Sigue leyendo para conocer las opiniones de Yami Safdie de Argentina, Ha*Ash de México y TIMO de Colombia.

Yami Safdie

¿De qué manera crees que Spotify ha jugado un papel en el avance de tu carrera?

Creo que Spotify es totalmente fundamental a la hora de ser un artista emergente y empezar a construir una carrera musical. A mi me abrió muchísimas puertas, desde las playlists, hasta las funciones de exploración algorítmicas, como le va sugiriendo mi música a gente que le puede llegar a gustar. Estoy super agradecida con eso y probablemente no hubiese sido nada posible si no hubiese tenido la herramienta de Spotify.

¿Puedes compartir un caso o historia específica o que destaques como Spotify ha cambiado la forma con la que t e conectas con tu audiencia?

Me gusta mucho ver las playlists a las que agregan mis canciones, ya que gran porcentaje de las reproducciones de mis temas, vienen de ellas, y de las bibliotecas de los oyentes.  Disfruto mucho poder ver los títulos creativos de las playlists, son muy divertidos. Siempre las comparto en mis redes y converso mucho sobre el tema con las personas cercanas.

Ha*Ash

¿De qué manera crees que Spotify ha jugado un papel en el avance de tu carrera?

Spotify ha desempeñado un rol esencial en el crecimiento de nuestra carrera. Las playlists y la amplia audiencia de la plataforma han permitido que personas que posiblemente no estaban familiarizadas con nuestra música, ahora la conozcan y disfruten.

¿Puedes compartir un caso o historia específica o que destaques como Spotify ha cambiado la forma con la que te conectas con tu audiencia?

Spotify es la verdadera democratización de la música en todo sentido. Hoy un artista puede hacer una canción en su casa, y ponerla libremente a que literalmente la escuchen en todo el mundo a través de la plataforma. Del mismo modo, la audiencia decide con la misma libertad si le gusta o no, sin tener ningún tipo de intermediario. Es democratico para los músicos y para las audiencias por igual.

TIMO

¿Cómo crees que el streaming de música ha llevado a transformar los hábitos de consumo de los fans de todo el mundo?

Consideramos que lo más importante, desde que llegó Spotify a nuestras vidas, fue el mayor acceso que generó a la música y a los artistas. Antes existían muchas limitaciones en los otros formatos que existían, con el streaming todo se volvió mucho más sencillo, lo que ha disparado la cantidad de reproducciones de los artistas. Sin duda, la llegada de Spotify nos cambió la vida.

¿Puedes compartir un caso o historia específica o que destaques como Spotify ha cambiado la forma con la que te conectas con tu audiencia?

Usamos herramientas como los canvas para promocionar nuestra música. Por ejemplo, al lanzar una nueva canción, animamos a las personas a enviarnos videos cantándola o disfrutándola. Siempre seleccionamos los mejores y los incluimos en nuestro canvas. Esto nos ayuda a atraer más oyentes a nuestra música en la plataforma y fomenta una mayor conexión con la canción.

GLOW Artist Villano Antillano Finds Power in Community, Authenticity, and Being Fearless

February 23, 2023

Villano Antillano looking over her shoulder

It’s no easy feat to be as fearless and uncompromising as Villano Antillano. But for one of Latin rap’s first transgender artists, it’s a necessity.

Villano has been carving out a path for herself and other queer artists in Latin rap, making music that brings her challenging, raw, unfiltered experiences to the forefront in a time when queer people still face so much adversity. And now, she’s also one of Spotify’s first GLOW artists.

Spotify GLOW is a new global music program celebrating and amplifying LGBTQIA+ artists and creators. It’s our latest initiative through our Creator Equity Fund to support people of this historically marginalized community of voices and reassert our commitment to equity in audio. It ensures that queer creators, and their contributions to music and culture, are heard and honored year-round.

Born in Bayamón, Puerto Rico, Villano generated early buzz with hard-hitting tracks such as “Pajara,” “Culo,” and “Muñeca”—the last of which was recorded with non-binary rapper Ana Macho. 

In 2021, Villano enjoyed viral success with her feature in the single “Vendetta,” and went on to be on Bizarrap’s “Bzrp Music Session, Vol. 51.” This past December, she was a featured artist for Spotify RADAR US, and at the 2022 Latin American Music Conference, Villano was named one of its 2022 Wonder Women of Latin Music. She closed last year with the release of her debut album, La Sustancia X, a project that embodies the beauty and horror of growing up queer in the Caribbean.

For the Record sat down with Villano to talk about her music, her life as a trans woman, and what makes her GLOW.

Can you tell us a little about your journey into music? 

It’s been a long development. As a trans woman and a queer person, I didn’t really have access to this world until I paved my way into it. I was just in the trenches for the longest time, so I feel like my chances for opportunities were maybe lower than they would have been for people that aren’t queer because we’re just shunned out of all these places. So, now I feel like I can actually get things like people on demand, or a team and resources, and I’m just getting freaky with it now because I’m much more comfortable. But it took me a while. 

Growing up, did you have any queer artists who influenced you? 

No, because they didn’t exist in the public lens. We now know the story of Cristina “La Veneno,” who definitely changed the trajectory of my life when I found her on YouTube. But otherwise, I have very, very foggy memories of some slightly famous trans women who were public figures because they were so sexed up. I remember reading about them in the newspaper sometimes, but it was never treated with respect and dignity. There was no way they could have just been anything but a mockery on television and radio over here. 

I would say, however, there were cis-het females who went above and beyond because they really f*cked with the queer community and the queer public. Those two would be artists like Iris Chacon, who was the pillar of everything aesthetic and one of my biggest references. I feel like she’s one of Puerto Rico’s biggest artists. And Ivy Queen, of course, because I feel like she really took it upon herself to give the community space within her crowd and her music. 

How is music used to empower queer communities? 

I feel that art is a mirror of society. Since the advent of civilization, music has always been present, and it’s tied to the art of storytelling and how culture is kept alive through tradition. So, I feel like those things are of very fundamental importance to humanity. 

Music is also a mirror of our own experiences. I make music that makes me and other queer people feel empowered, and I created that feeling for myself because I needed it. I feel like we [the queer community] are a very empowered collective globally right now and we’re growing. Regardless of whatever is happening, we’re forcing people to take us into account. We’re here and you’re going to have to deal with it. I’m glad we’re moving so far away from the patriarchy because it was about time!

What makes you GLOW? 

Wow. A lot of things. You know, I feel like I take joy and find beauty in the little, ordinary things and in being at a point in my life where I can take a step back. Before I had access to this life and before I was a cemented and fully realized figure, I was just a poor girl from Bayamón trying to stay alive. I didn’t even have access to the minimal and limited resources we have here. So the power for me to obtain these things makes me GLOW. My community makes me GLOW, my friends make me GLOW, and the fact that I can give them a life that we never thought we could achieve before makes me GLOW. 

If you had one thing you’d want listeners to take away from your music, what would it be? 

Fearlessness. I’m very into sci-fi and am reading the Dune novels, and I really just come back to that “fear is the mind killer” line. Because fear is the mind killer, and nobody should have the power to make me feel fear because nobody holds absolute power over me, you know? And I feel like I communicate that fearlessness into my music. 

I feel like the life expectancy for trans people, specifically trans women according to the study, is around 35 years old. I’m 27. How, or why, would I let that limit me? It’s a fact none of us can escape, so I feel like, in a way, it’s what you do with that information. And what I’m going to do is not buy into this idea or narrative that there’s something wrong with me or that I’m f*cked up or erroneous.

I feel like as a trans person who has medically and socially transitioned, nothing has gotten me closer to my consciousness than the fact that I have actually had to feel my existence from all spectrums possible. And that’s no small feat; that only gives you power. The fact that I did that and I know exactly what I looked like when my body was full of testosterone and I know what it looks like now, three years into estrogen . . . everything I’m seeing, feeling . . . everything changes. 

You can’t tell me that’s not power. 

Listen to Villano on our flagship GLOW playlist:

Spotify’s Artists To Watch Are Primed To Make Moves in 2023

January 31, 2023

It’s always exciting when artists enter the realm of bonafide stardom and bring new sounds and ideas to the music world. And it’s even more exciting to follow along as it happens. That’s why, at the start of each year, we tap our influential playlists to reveal our Artists To Watch. 

With this list, we’re amplifying the next wave of music stars who we predict will make an impact in 2023. As we considered this year’s Artists To Watch, we were guided by four main playlists: 

  • RapCaviar’s Most Necessary, our playlist for the next generation of voices in hip-hop 
  • Viva Latino, our flagship playlist for today’s top Latin hits
  • Hot Country, our flagship country playlist
  • Are & Be’s R&B Rising, our newest playlist for emerging artists

“Spotify has always been a place for music discovery and artist growth, and our Artists To Watch lists allow us to showcase up-and-coming talent with serious momentum behind them,” said Sulinna Ong, Global Head of Editorial. “We use our fan-favorite editorial playlists, including Hot Country, Viva Latino, Most Necessary, and for the first time, R&B Rising, to tap into existing listener bases. In return, artists are introduced to listeners who will love their sound.”

The end result is 40 artists—10 from each list— representing each playlist that should be on your radar in the coming year. Keep reading for our full list of picks.

Most Necessary’s Artists To Watch

Our picks from Most Necessary, who hail from Atlanta, Brooklyn, London, and beyond, are ready to impact hip-hop culture and make their mark in the music industry. 

GloRilla
Rising to prominence following her Grammy-nominated 2022 song “F.N.F. (Let’s Go),” GloRilla has gone on to record chart-topping collaborations with Cardi B and Latto.  

Finesse2tymes
Revered for his thunderous voice and motivational lyrics, this Memphis rapper recently collaborated with Gucci Mane, Lil Baby, and others on his debut mixtape 90 Days. 

SleazyWorld Go
SleazyWorld Go went viral in 2022 with his track “Sleazy Flow” and later collaborated on an official remix with Lil Baby; he’s also collaborated with Migos’ Offset. 

Central Cee
Known for his upbeat and melodic approach to UK drill, this British rapper and songwriter topped the UK album charts with his first two mixtapes, Wild West and 23. 

Destroy Lonely
The No Stylist rapper resonates with fans for the dynamic and eclectic beats featured in his music.

Ice Spice
This Brooklyn drill artist seized the rap world’s attention in 2022 with her viral, chart-topping track “Munch (Feelin’ U).”

Babyface Ray
After collaborating with Big Sean and Hit-Boy on his 2021 single “It Ain’t My Fault,” the Detroit native released his album Face in 2022, featuring collaborations with Pusha T, Wiz Khalifa, and more. 

Saucy Santana
This makeup artist turned rapper commanded the spotlight when his tracks “Walk” and “Here We Go” went viral in 2021. Notable collaborations include the remix of his song “Material Girl” with the “Queen of Pop” Madonna, hip-hop duo City Girls, and Latto. 

2Rare
This Philly rapper stands out for his 2022 collaboration “Q-Pid” with Lil Durk, and later appeared on NLE Choppa’s “Do It Again.” 

Real Boston Richey
Catching the ear of listeners with his Michigan-style hip-hop production, he’s recently collaborated with Future and Lil Durk. 

Viva Latino’s Artists To Watch

With a selection of artists representing a wide range of styles and countries, Viva Latino’s picks are ready to go worldwide in 2023.

Emilia
Finding fame with hits such as “Recalienta” and “No Soy Yo” featuring Darell, this Argentine artist continues to generate buzz. Her first album, Tú crees en mí?, debuted at No. 4 on Spotify’s Top Albums Global chart.

Ivan Cornejo
A California native and one of the most promising voices in the sad sierreño scene, Ivan caught the attention of the music world with his debut album Alma Vacía, and is a pivotal figure in exporting Música Mexicana out of the U.S. 

Chris Lebron
This rising Dominican artist already has a few notable collaborations under his belt, most notably teaming up with Romeo Santos on his popular track “SIRI.”

Kevin Kaarl
His most recent album, Paris Texas, debuted at #5 on the Top Albums Global Chart which experiments with traditional folk, rock, and lush dream-pop and. In addition to being an Artist To Watch in 2023, the Mexican singer was also part of our RADAR Class of 2022.

Paopao
A Latin Grammy award-winning artist known for her mix of reggaeton and alternative pop, this Puerto Rico native released the all-female EP hembrismo in 2022.

YOVNGCHIMI
A rising star from Puerto Rico, this Latin trap artist is best known for his debut single “Glizzy’s Walk.” He has numerous collaborations with prominent artists in the Latin trap scene, including Arcangel, Anuel AA, and Ozuna.

Villano Antillano
One of the leading figures of the queer movement within the urban genre in Puerto Rico, Villano was most recently selected as an ambassador for RADAR US, Spotify’s global program for emerging artists.

Young Miko
This Puerto Rican artist burst onto the scene in 2021 with the release of her first single, “105 Freestyle.” Her debut EP Trap Kitty and US Tour solidified her as a Spotify RADAR US artist. 

3AM
A duo made up of Venezuelan brothers Richard and Christian Bermúdez, 3AM started their musical career after leaving their home country and settling in Boston. They are best known for their songs “Por Ti” and “Vuela.” 

Fuerza Regida
Trailblazers of the urban corrido movement, this California group is making waves for a new generation of Mexican Music artists.

Hot Country’s Artists To Watch

Our picks from Hot Country bring a fresh and unique sound to the world, and these artists are primed to make their mark on the country music scene this year. 

Avery Anna
Having opened for acts like Josh Turner and Martina McBride, the Nashville singer-songwriter is best known for her 2022 single “Narcissist,” featured on Spotify’s New Music Friday playlist.

Dylan Marlowe
Popping up on the scene with his viral cover of Olivia Rodrigo’s “Driver’s License,” he’s continued to make waves with his catchy breakup track “Goodbye Gets Around.”

Ella Langley
The “Country Boy’s Dream Girl” singer is known for her unique blend of country and rock. 

ERNEST
Known for “Flower Shops,” his hit collaboration with Morgan Wallen, this country singer got his start writing music for fellow artists including Florida Georgia Line, Sam Hunt, and Chris Lane. As a performer, he has also collaborated with Diplo. 

49 Winchester
This Virginia-based country group is known for its distinct brand of tear-in-your-beer alt country, sticky-barroom floor rock-n-roll, and high-octane Appalachian folk. 

Jackson Dean
Jackson Dean embodies the old-school, lyric-driven, outlaw style of country, and his hit song “Don’t Come Lookin’’ was recently featured in the series Yellowstone.

Josh Ross
Topping the charts with his singles “First Taste of Gone” and “On a Different Night,” this Canadian singer-songwriter was nominated as a “Rising Star” at the 2022 Canadian Country Music Awards. 

Megan Moroney
The Georgia native made her debut in 2022 with her EP Pistol Made of Roses, and has since built on that momentum with the release of her viral hit “Tenessee Orange.”

Restless Road
This Nashville-based country music band first attracted fans with their song “Take Me Home,” a collaboration with Kane Brown that was inspired by John Denver’s iconic track “Take Me Home, Country Roads.” They went on to reach new heights in 2022 with their hit single “Growing Old With You,” which they performed on Season 26 of the television series The Bachelor.  

Tanner Adell
Bringing a fresh new vibe to country music, Tanner’s catchy and dance-worthy singles “Country Girl Commandments” and “Honky Tonky Heartbreak” have continued to generate buzz.

R&B Rising’s Artists To Watch

To cap things off, R&B Rising also revealed its first-ever roster of emerging stars who are primed to make waves in R&B music this year. 

CoCo Jones
Working in TV and film since she was a tween, and most recently starring as Hilary Banks in Bel-Air, Coco has moved into the R&B spotlight with a soulful sound and honest, powerful storytelling. In 2022, she made her major label debut with her EP, What I Didn’t Tell You, and was featured on Babyface’s “Simple.”

FLO
This British girl group took the world by storm in 2022 with their breakthrough single “Cardboard Box.” They closed out the year winning the 2023 Rising Star Award and BBC’s Sound of 2023 poll. 

Alex Vaughn
Alex first disrupted the industry in early 2022 with the release of Voice Notes, an honest and raw EP constructed entirely by using the voice notes app on her phone. She followed up the project with her debut album The Hurtbook. 

DESTIN CONRAD
A native of Florida, Destin first found internet fame on the social media app Vine thanks to his lush, intimate earworms. That same sound, infused with a gentle touch, can be heard on his latest EP, Satin. 

Fana Hues
Known for her vulnerable voice and woozy vocals, she’s featured on Tyler, The Creator’s Call Me if You Get Lost and released her latest album, flora + fana, in 2022.

LAYA
This dynamic NYC native has made waves by taking ’90s R&B and giving it a current, authentic spin, like she did with her breakout hit “Sailor Moon.”

Q
With a powerful falsetto and a stripped-back, emotionally complex sound, this alternative R&B artist went viral with his track “Take Me Where Your Heart Is” and has continued to win fans with his most recent release, “Today.” 

RAAHiiM
The Toronto artist first hit the R&B scene in 2020 with his EP ii Knew Better. Known for his multidimensional vocals and sultry production, he has since collaborated with Shantel May and Rory. 

JVCK JAMES
After initially gaining recognition for his viral internet videos, this East London artist’s star has continued to grow thanks to his ‘90s R&B-inspired tunes and 2021 standout single “No Drama.”

Dylan Sinclair
This Candian singer-songwriter earned immediate acclaim for his debut album Proverb, which was nominated for Traditional R&B/Soul Recording of the Year at the 2021 Juno Awards.

Looking to discover more of the hottest emerging artists who are ready to step into the spotlight? Stream our RADAR US playlist now.

 

LatinX Podcasters Can Sign Up To Tell Their Stories in the Newest Sound Up U.S. Program

September 8, 2021

For this golden age of audio to truly shine, it has to include all of us. That’s why, several years ago, Spotify created Sound Up, a global program that gives underrepresented podcasters the tools to boost their platforms and build their own shows. Since 2018, we’ve expanded the program from the U.S. across continents, to South America and Europe, and have focused on engaging prospective podcasters who might otherwise not have had a chance at the mic.

Earlier this year, we shared that we’d be launching Sound Up LatinX to directly address the disparities present in the podcasting community. Today, we invite aspiring U.S. LatinX podcasters to apply for the program.

Sound Up LatinX is divided into two parts. First up is a virtual training program in 2021, which will take place over the course of eight weeks. The 10 participants who are short-listed by Spotify will attend workshops for a comprehensive introduction to the art of making a podcast. Ultimately, participants will create and submit a podcast trailer and pitch proposal for the opportunity to be selected as a finalist to attend part two: in-person Sound Up sessions in 2022.

Participants will be in good company: Past alumni of the Sound Up program globally have received podcast development deals, connections to industry leaders, and production grants to take their concepts to the next level.

We spoke with Fernando Spuri, Manager, Sound Up, about why it’s so important to bring more LatinX creators to the podcasting space and his prediction that Sound Up U.S. LatinX podcasts will go global.

Why did Spotify create this additional Sound Up U.S. program?

The podcast ecosystem is developing fast in the U.S. and it’s already one of the most consolidated in the world. However, when we check the podcasts charts, there’s a lot to be improved regarding diversity of creators. And with more than 60 million LatinX living in the U.S., it became clear that the LatinX community was the next to address with the program. 

The consumption of podcasts by the U.S. LatinX community is growing fast, and the community over-indexes in podcast consumption compared to the general audience in the U.S.—56% of the U.S. LatinX population has ever listened to a podcast, compared to 55% of the U.S. total population. But there’s still a lack of representation in the industry, even among LatinX creators. We believe that bringing new voices to the table will unlock an even bigger growth opportunity, add some fresh perspectives to the general audience, and even stimulate other potential creators to start producing their own shows.

How will this program be unique from the existing Sound Up U.S. program—or any existing Sound Up program, for that matter?

We have a global framework for Sound Up that we use as a starting point, but after that, each Sound Up is unique, even different editions in the same country. Every Sound Up has a selected cohort, with specific needs and backgrounds, and the solutions are not replicable.

For the U.S. LatinX program, for example, we’ll have specific facilitators, guests, and content addressing issues like defining the language of the shows, how and if the creators want to address immigration issues, and even discussing what it means to be LatinX in the U.S. All these specific discussions are fundamental to this cohort but wouldn’t necessarily be for a broader group. This underlines the uniqueness not just of Sound Up U.S. LatinX, but of all Sound Up editions.

How do you think aspects of bilingualism and immigration—two topics with unique elements within this population—will be incorporated into the podcasts that come out of this program?

Naturally, bilingualism—or plurilingualism, common among U.S. LatinX—and immigration are common issues amongst the community and will probably be part of most shows. But it’s important to point out that Sound Up is not necessarily looking for projects that address these matters directly.

We’re looking for creators with powerful ideas that want to tell whatever stories on whatever subjects resonate with them best. Of course, those subjects are an intrinsic part of almost all LatinX, but how and with what intensity they want to address them is up to them.

Why are you excited to work with this community in particular?

First, because of how diverse the participants will be, considering the term LatinX is so inclusive and flexible. LatinX is this multidimensional community that’s not just struggling to be heard, but also to define itself while it expands. This is an amazing opportunity to bring in new, diverse voices and maybe help course correct the podcast landscape regarding diversity.

Everyone that self-identifies as part of the LatinX community living in the U.S. is invited to apply, regardless of their origin or status. That will also bring potential creators that don’t have the opportunity to develop their vision in other traditional educational programs.

Secondly, we’re really thrilled about the potential of the ideas that we’ll receive. For example, a show in Spanglish about K-pop made in Los Angeles from a second-generation Salvadorean podcaster can find an audience in a Dominican first-generation kid in New York, but also in Santiago, Madrid, and Oaxaca. And we don’t say that to oversimplify the community, but to show an example of powerful intersections that we might find among listeners in the U.S. and abroad—and that’s truly global and exciting!

All LatinX U.S. residents age 20 or older—regardless of immigration status—are invited to apply to Sound Up U.S. LatinX now. Sign-ups close October 1, 2021. Please apply as an individual, rather than as a show or group. We can’t wait to hear what you have to say.

Update as of September 10, 2021: Maria Murriel and Isis Madrid, co-founders of Pizza Shark, will be facilitating Sound Up U.S. LatinX. Maria has been a Sound Up facilitator for the US program already in 2020 and 2021, after participating as a speaker in 2019. Maria and Isis have both delivered our global training in how to deliver the curriculum to new Sound Up facilitators in new markets globally. 

RADAR Artist Nathy Peluso Shares Her Approach to Bending and Blending Genres

July 7, 2021

Artist Nathy Peluso isn’t afraid to push a genre’s limits—or her own. The Barcelona-based singer, writer, and producer spent the first 10 years of her life in Argentina before moving to Spain. Now, she’s creating genre-blending songs inspired by music from all over the world.

The 26-year-old’s ability to jump between sounds, languages, accents, and even characters has gained the emerging artist global recognition and the title of Spotify U.S. RADAR artist. Through RADAR, Spotify’s global emerging-artist program, Nathy will be featured on the RADAR playlist, have the opportunity to record music for our Spotify Singles program, and star in a biographical mini-documentary, in addition to a full suite of on- and off-platform marketing, promotional, and editorial support.

Nathy’s sound ranges from lyrical hip-hop to pop-inspired anthems, and she has been celebrated for her debut album Calambre, as well as for songs like Latin Grammy-nominated “Corashe” and fan favorite “Business Woman.” She also made waves with her noteworthy collaboration “GATO MALO” on KAROL G’s recent album KG0516. The singer has become known for her versatility and knack for creating thought-provoking characters within her performances.

“Nathy Peluso’s creative output is bold, empowering, and eclectic,” shares Monica Herrera Damashek, Spotify’s Head of U.S. Latin Artist & Label Partnerships, North America. “Her music is uniquely modern and classic, mixing everything from Latin hip-hop and soul to tango and salsa, and her visual aesthetic and live performances are undeniable. She’s already developed a passionate fan base across Spain and Latin America that can’t wait to hear what’s next from Nathy, and we’re thrilled to support her continued growth internationally and in the U.S.”

Her nearly 4.7 million monthly listeners are eagerly awaiting her new single, “Mafiosa,” which debuts today. For the Record caught up with the performer to learn more about the single, her creative process, and her inspiration.

You’re known for creating bold, genre-bending music. How would you describe your sound to new listeners?

I like to push the limits when writing or composing. I don’t like to limit my music to one genre. I mix things that don’t typically go together but still sound fresh and different. I have lots of inspirations—salsa, hip-hop, R&B, rock and roll, Brazilian sounds, world music—and they all seduce me enormously. I learn so much when listening to music; I’m like a sponge that soaks all these different sounds up. Then I try to make new songs from all my inspirations.

I also enjoy fusing the organic sounds of musical instruments with more synthetic sounds. And I love working with my band and great musicians. For me, making music is about pushing myself and trying to constantly evolve. 

What are you looking forward to as Spotify’s latest RADAR U.S. artist?

I hope being a RADAR U.S. artist allows new audiences to discover my music and inspires more people in different countries and cultures to listen to my songs.

What should listeners expect from your new single, “Mafiosa”?

“Mafiosa” is a song that tells the story of a situation many women go through. It’s a message of female empowerment. When I wrote it, I tried to transmit internal power and security. I feel strong when I sing and dance to “Mafiosa.”

It’s also an homage to salsa, a genre that I love with all my heart. I hope people feel connected to salsa rhythms when they listen to this song and enjoy it as much as I do.

How does channeling a character in your music and music videos help you express yourself? Do you have a favorite character or persona you’ve created for a song?

Each song I compose has a personality that moves me. I inhabit different characters through the sound, the movement, the aesthetics, the gestures . . . I build an imaginary world around each song where a character belongs. I studied dance and musical theater, and both disciplines are a key part of my artistic process. Building those characters and impersonations is a lot of fun for me, and I believe it strengthens my music and makes it different. 

I’ve enjoyed my many characters. I try to make them strong, since each of them is a statement in a way. I’m now enjoying the Mafiosa Nathy a lot. She’s risky, sexy, and fun. She empowers me!

This past year presented many unprecedented challenges. How has it changed the way you approach your music? Did it bring about new types of inspiration?

All distractions disappeared during lockdown, so I was able to focus on my music a lot. I finished my album in the middle of the pandemic! I must confess that having so much time at home alone made me a little obsessed and become a perfectionist with the details. But it was good to nail the album I was dreaming of. Overall, it was a different but good experience for me—I was really connected with my music, my inspirations, and myself. It made me see things from a different perspective.

What are some Spotify tools you’re using to connect with fans? 

Spotify is the platform I use the most to discover new music and to share my music. I’m constantly researching, making playlists, sharing songs, and analyzing my insights to understand my audiences better. 

What advice do you have for fellow emerging artists?

I would say: Stay true to the music you feel and that you like. Give yourself freedom to create, and work very hard. Don’t get overwhelmed or overshadowed by what the market wants, what is commercial or trendy in a specific moment, or what works for the algorithms. Push the limits, try new things, take risks, and enjoy the ride!

Check out the latest music from Nathy and start streaming her new single, “Mafiosa,” below.

Cuatro podcasts en español que deberías escuchar ya

January 31, 2020

Hay quienes escuchan múltiples podcasts todo el día, todos los días. Otros aún están por descubrir su primer podcast. Ya sea que estés inmerso en la búsqueda del show más reciente, apenas considerando probar el mundo del podcasting, o en un punto medio entre esas dos posibilidades, hay varios títulos de los que seguramente escucharás hablar pronto. 

Por eso Spotify ha escogido cuatro fascinantes podcasts en español, que están disponibles en la plataforma para ti. Echa un vistazo, o un oído, a estas sugerencias:

Entiende tu Mente

Únete a los podcasters españoles Molo Cebrián, Luis Muino y Mónica González para explorar la psicología detrás de cada uno de tus miedos e inhibiciones. Cada episodio es un análisis profundo de un fenómeno mental diferente y la intención es ayudarte a entender tu mente un poco mejor. También puedes unirte a su club para acceder a material extra, incluyendo lecturas y prácticas especiales.

Tomás va a Morir

El comediante chileno Edo Caroe platica con sus viejos amigos, Tomás Leiva y Alejandro Barros, mientras llegan a un acuerdo sobre cómo lidiar con la muerte inminente de Tomás. El tema es que en realidad no se está muriendo. El grupo utiliza la ilusión de la muerte para recordar años de amistad, lo absurdo de la vida y las historias que te harán reír, llorar y rogar por más.  

Astrosex

La gente recurre a la astrología para ayudarse a entender muchos de los misterios de la vida. ¿Cuál es el sentido de la vida? ¿Quién es mi alma gemela? ¿Qué tipo de papa frita soy? Ahora puedes hacer que tu horóscopo libere tus deseos más profundos con el nuevo podcast de Spotify, Astrosex. Únete a las creadoras argentinas Francesca Gnecci y Victoria García Garcilazo mientras se embarcan en un viaje de exploración sexual con la astrología como guía.

Sociedades Secretas—En Español

Aventúrate en las profundidades de misteriosas organizaciones clandestinas con el nuevo y popular show de Parcast, Sociedades Secretas, ahora en español. Desde los Illuminati hasta la Mano Negra, descubre los orígenes, rituales y conspiraciones alrededor de las asociaciones más discretas de la historia. 

 Ahora que tienes algunas opciones, depende de ti decidir cuál escuchar primero. ¡Disfruta tu streaming!

El ícono del reggaetón J Balvin cuenta su historia en el nuevo podcast original de Spotify ‘Made in Medellín’

January 23, 2020

J Balvin no solo es uno de los grandes nombres del reggaetón —es uno de los grandes nombres de la música en la actualidad, punto. ¿Qué tan grande? Pues tan grande como el cuarto artista más escuchado en el mundo: 58 millones de oyentes en Spotify cada mes. En el verano de 2018, los streams de sus fans lo llevaron a un nivel que muy pocos artistas alcanzan —ser el artista número uno en Spotify—. Ahora sus seguidores pueden estar más cerca del reggaetonero en Made in Medellín, el nuevo podcast original de Spotify.

La serie de seis episodios cuenta la historia de J Balvin, que nació como José Álvaro Osorio Balvin, siguiendo su sueño de convertirse en cantante y alcanzar la fama mundial hasta los todos los retos que tuvo que afrontar. Narrado por el mismísimo J Balvin, y con historias de sus amigos y familiares más cercanos, el podcast ofrece una mirada íntima a la vida del artista.

Antes de sintonizar el podcast, mira lo que él y sus seres queridos tienen que decir sobre su viaje por las siguientes citas.

Reggaetón Artist J Balvin Gets Personal in the New Spotify Original Podcast ‘Made in Medellín’

January 23, 2020

J Balvin isn’t only one of the biggest names in reggaetón—he’s one of the biggest names in music today, period. How big? Try fourth-most-played artist in the world big. That’s 58 million Spotify listeners every month. In summer 2018, his fans’ streaming propelled him to a level few artists ever achieve—the number one artist on Spotify. Now, fans can get up close and personal with the reggaetón artist in the new Spotify original podcast Made in Medellín.

The six-episode series tells the story of J Balvin, who was born José Álvaro Osorio Balvin. It follows his dreams of becoming a singer and rising to global fame and shows the challenges that came along with it. Narrated by J Balvin himself and featuring stories from the friends and family closest to him, the podcast offers an intimate look at the artist’s life.

Before you tune into the podcast, see what he and his loved ones had to say about his journey by scrolling through the quotes below. 

Save the Date for the First Ever Spotify Awards in Mexico City

November 21, 2019

This March, Spotify is changing the game with our first awards show—one based entirely on user-generated data. That’s right: your streaming choices—whether hip-hop or rock, reggaeton, banda, or cumbia—matter.

Your plays, patterns, and habits will help determine the award categories, finalists, and winners, for the Spotify Awards by providing a true reflection of what fans are listening to. You can get excited for an awards ceremony that actually speaks to what the people are streaming.

Through a partnership with Turner Latin America, the Spotify Awards will be broadcast live on March 5 from the streaming capital of the world, Mexico City. The Mexican capital has the most listeners on Spotify globally, ahead of even New York City, London, and Paris. 

Since Spotify’s launch in Mexico back in 2013, the country has evolved into one of the most sophisticated digital music markets, becoming a magnet for major live acts and inviting rising singers and songwriters to connect with fans and make their mark. And now, it’s the host for the first Spotify Awards, which will be broadcast live on TNT for all of Spanish speaking Latin America.

So save the date—and get streaming. You’ve got the power.

 

Reserva la fecha para los primeros Spotify Awards en la Ciudad de México

November 21, 2019

El próximo marzo, Spotify cambiará las reglas del juego con nuestra primera ceremonia de premios, totalmente basada en datos generados por usuarios. Así es: tus streams – ya sea hip-hop o rock, reggaeton, banda o cumbia – cuentan.

Tus plays, gustos y hábitos de escucha nos ayudarán a determinar las categorías de premios, los finalistas y los ganadores de los Spotify Awards, ofreciendo un reflejo fiel de lo que los fans están escuchando. Prepárate para emocionarte con una ceremonia de premios que realmente celebra lo que la gente escucha.

Por medio de una alianza con Turner Latinoamérica, el evento será transmitido en vivo el próximo 5 de marzo, directamente desde la capital mundial de streaming, Ciudad de México. La capital de México tiene la mayor cantidad de oyentes en Spotify a nivel global, sobrepasando a ciudades como Nueva York, Londres y París.

Desde el lanzamiento de Spotify en México en 2013, el país ha evolucionado hasta colocarse entre los mercados más sofisticados de música digital, convirtiéndose en un imán para los principales eventos en vivo e invitando tanto a artistas consagrados como emergentes a conectar con fans y dejar su huella en la capital del país. Y ahora, es el anfitrión del primer Spotify Awards, que será transmitido en vivo para todos los países de habla hispana de Latinoamérica. 

Así que reserva la fecha – y dale a play a tu música favorita. Tú tienes el poder.