Tag: masterclass

‘La Tierra de Música Mexicana’: A Three-Day Celebration of the Genre’s Rich Cultural Heritage With Panels, Performances, and More

September 9, 2024

Across generations and borders, Música Mexicana continues to reach new fans. On Spotify, the genre has experienced unprecedented growth, with global streams up more than 440% since 2018. Several Música Mexicana subgenres are also on the rise as new waves of artists put their stamps on long-established musical traditions.

Last month, we celebrated “La Tierra de Música Mexicana” with a series of Spotify Singles showcasing three of today’s hottest subgenres: electro corridos, norteño sax, and sad sierreño. This week, we’re thrilled to bring the campaign to life for fans, artists, and industry leaders with a three-day affair in Los Angeles to celebrate all that falls under the Música Mexicana umbrella.

Over the first two days, the event will offer panels, masterclasses, and showcases tailored to emerging artists and industry professionals. On the third and final day, “La Tierra de Música Mexicana” will take over Avalon Hollywood with a packed lineup of performances from some of the genre’s most exciting artists.

Wednesday, September 11

We’ll kick things off with a Spotify for Artists masterclass focused on the tools and resources available to our creator community. Next, our Editorial team will host a Playlists, Curation, and Algorithms panel exploring our playlist ecosystem and how we represent Música Mexicana culture across Spotify. Our experts will then be available to answer specific questions during a “breakout tables” segment.

From there, our Songwriter and Publisher Partnerships team will explore the business side of Música Mexicana, with a focus on empowering and educating the new generation of songwriters and producers. Attendees will also be treated to a sit-down interview with Miguel Armenta, the songwriter behind “TQM” by Fuerza Regida, as we take a deep dive through the hit songs he’s helped create via his Written By playlist.

Night one will close out with our Mujeres en Música Mexicana panel and showcase featuring women artists and industry professionals from across the genre, including Chiquis, Erika Vidrio, and Designo Celestial.

Thursday, September 12

On day two, we’ll host a live show and Q&A with the hosts of the Agushto Papa podcast and special guests Oscar Ortiz and Alex Favela, who will delve into the trends and artistry shaping the genre.

Up next: presentations on strategic partnerships and music sales promotion. We’ll discuss how artists combine Spotify tools with their own marketing strategies to build successful album release cycles, followed by how to leverage tools like Showcase and Marquee to promote new music to your most likely listeners.

We’ll also hear from leading Música Mexicana experts on the evolution of the genre, as well as changes within the industry itself. Last but not least, the day will conclude with performances from Oscar Ortiz, Clave Especial, Octavio Cuadras, Adriana Ríos, and Adrian L Santos.

Friday, September 13

To close out “La Tierra de Música Mexicana,” Spotify is extending a special invite to our Música Mexicana Top Fans in Los Angeles for an evening of unmissable performances. Both established and emerging artists will take the stage, including Gabito Ballesteros, DannyLux, Oscar Maydon, Los Primos del Este, Alex Favela, Estevie, and Ivonne Galaz.

“Música Mexicana means so much to me because it truly changed my life,” says DannyLux. “From growing up listening to it with my family to being able to perform it onstage is something I’ll always be grateful for. I love how much people have embraced it in the past few years, and it’s cool to see it being mixed with different genres along the way. It’s a very collaborative genre and I think that’s why it lends itself to growth, because all the artists are willing to make magic together.”

Stream our Los Que Mandan playlist to hear the next generation of hitmakers, then head to our La Tierra de Música Mexicana hub to explore the genre in all its glory.

250,000 Video Podcasts and Counting: Creators and Audiences Are Embracing Video Content on Spotify

June 28, 2024

As one of the most powerful forms of human expression today, video ​​is becoming core to the global Spotify experience. We have been steadily investing in the format to connect creators and fans in new, deeper ways on our platform, from the recent launch of music videos in beta to testing video-based learning courses in the U.K. But the medium has seen the most growth in the podcasting space, where video is truly changing the game—in fact, more than 170 million users have watched a video podcast on Spotify.

Spotify introduced video podcasts for a select number of shows in 2020, and we’ve since made the format available for creators in nearly every market. We recently made it possible for non-hosted podcast creators to upload video to Spotify for the first time, opening up yet another avenue for their engagement and success.

All the while, video podcasts have been growing in popularity, with creators around the world leaning into the format to deepen engagement with their fans. More than half of the top 20 podcasts on Spotify have video, including heavy hitters like The Joe Rogan Experience and Call Her Daddy. The format is resonating with audiences, who want to be able to choose how to engage with their favorite content. Globally on Spotify, the average daily streams of video podcasts have increased by more than 39% year-over-year. In the U.S., nearly two-thirds of podcast listeners say they prefer shows with video, according to a recent Cumulus Media survey.

“Spotify is always evolving to better serve our users and drive success for creators,” said Jordan Newman, Head of Content Partnerships at Spotify. “With podcasts, the video format can add an additional layer of authenticity and connection for fans. That’s why we continue to hear that audiences want the ability to not only listen, but also watch their favorite shows. And we see that in the data: Audience retention increases when creators add video—and every creator wants a loyal, highly engaged fan base that keeps coming back.”

“We continue to see demand for video from both creators and their audiences,” Newman continued. “The number of creators publishing video each month keeps growing, and more and more of our users are watching. As demand continues to rise, we will keep enhancing our video capabilities.”

The rise of video content on Spotify

Globally, video consumption hours on Spotify have grown faster than audio-only consumption hours year-over-year, and audiences retain video podcasts at higher rates than audio podcasts. But what exactly does that growth look like? During VidCon 2024 this week, Spotify revealed new stats around the popularity of video as a medium on our platform.

  • There are now more than 250,000 video podcast shows on Spotify—up from 100,000 in 2023.
  • More than 170 million users have watched a video podcast on Spotify.
  • More than 70% of users consuming video podcasts watch them in the foreground. 
  • On Spotify, nearly 1 in 3 U.S. podcast monthly active users (MAUs) engage with video, while nearly 1 in 4 global podcast MAUs engage with video. Globally, the number of video podcast MAUs has grown by 40% year-over-year.
  • The number of creators actively publishing video each month has grown nearly 70% year-over-year.
  • The largest markets by creators publishing video are the U.S., Brazil, and Mexico.
  • In Brazil and the Philippines, roughly 20% of all monthly active podcast creators are publishing video. This share has nearly doubled since last year.
  • At the market level, especially in Chile and Brazil, we are seeing video grow its share of total podcast consumption hours. In Chile, video hours make up a quarter of total podcast consumption hours. In Brazil, video hours make up more than 15% of total podcast consumption hours.

For creators on Spotify, video offers a huge opportunity to deliver content to new global audiences. For the Record spoke with Jon Youshaei, host of the popular weekly podcast Created with Jon Youshaei, about the medium and its impact.

What are the benefits of video for creators?

Video has been our edge, especially when it comes to our intros. A lot of viewers comment on how our podcast intros feel like mini movie trailers. We spend a lot of time picking the right sound bites, using sound design, and adding graphics to draw you in. During the actual interview, we create a lot of custom visuals, which often get shared on social media afterwards to help draw even more people back to our Spotify page.

What are some of the content trends you’re seeing right now?

We’re living in the super-long-form era. The pendulum is swinging from short form back to longer viewing sessions as creators start to rival traditional Hollywood shows when it comes to consumption. Video plays a huge role in this, especially as more people start to watch creator content on their TVs.

You’ve been called “The Creators’ Creator.” What words of wisdom do you have for aspiring video content creators?

There are three phases to the creator journey: Upload, upgrade, and upscale. If you’re starting out, just focus on uploading. Get your reps in. Learn the craft. After that, it’s time to start upgrading your gear: Get a better microphone, camera, and think more about your production quality. After that, it’s important to upscale your team, hire, and create processes to sustain your business. Most creators get overwhelmed because they try to upgrade before they upload. Or they think they have to upscale their team on day one. The order of the phases—and what you do during each phase—matters a lot.

How have Spotify’s different creator tools and resources helped you?

Spotify has been essential to building our show—and the community around it. One of my favorite features is the audience polling. We use it to ask whom we should interview next, get insights on episodes, or ask for feedback. Spotify has also been helpful in providing the support and analytics so we can double down on what’s working.

At Spotify, we’re committed to building the best podcast and video tools for creators to make great content, find new audiences, and grow. To that end, our Spotify for Podcasters platform will host a video-related Masterclass on July 25. Led by Jordan, it will feature two masters of the video format: Colin and Samir, cohosts of The Colin and Samir Show. Click here to register.

Unlock Your Podcast Potential With Spotify for Podcasters Masterclass

June 8, 2023

Coming up with a great idea for a podcast might feel like striking gold. But taking those next steps to create and host the show, build an audience, and even grow your brand can be daunting. Even once you’ve gotten started, it’s hard to know where to go from there. 

Spotify for Podcasters enables creators to record, publish, manage, and track their shows—a one-stop-shop platform for podcasters, regardless of where they’re hosted. Whether you’re aiming to use fan engagement features like Q&A and polls, find tips for publishing your first video podcast, or switch to Spotify from another platform, Spotify for Podcasters is here to help.

Today we’re helping podcasters grow and make the most of Spotify tools with Spotify for Podcasters Masterclass. This educational video series is our latest offering to help empower creators to make the most of the entire Spotify ecosystem. Each inspirational and engaging episode will feature Spotify experts and creators alike, with a focus on developing the capabilities of new and existing creators. 

“Spotify for Podcasters Masterclass is our new education series that gives creators a peek behind the curtain at our tools for podcast creators,” Jordan Newman, Spotify’s Head of Podcast Partner Management and host of the series, shared. “Like the platform itself, these videos are a resource for creators in realizing their full potential—they get to hear directly from experts, the people behind the product, and some of our most established creators to learn how to use our tools to grow their show and, ultimately, be more successful.”

The first episode, “Unlocking your podcast potential,” will teach podcasters how to navigate their home bases, grow their shows, and deepen their connections with fans. It features Jordan Newman in conversation with Gael Aitor of “Teenager Therapy,” as well as Maya Prohovnik, VP of Podcast Product at Spotify and a creator herself, who walks viewers through the tools they need to step up their podcast game. 

It’s being held live on June 14 at noon eastern, and interested attendees can RSVP here. If you missed it, no worries—the live broadcast will live on our Resource hub as a video, and as a video podcast on Spotify. Live attendees will have the opportunity to connect with Gael and ask Jordan questions.

We’ll continue with several more episodes debuting throughout 2023 on topics like interactivity, understanding and growing your audience, and video podcasts. Each will debut with a live broadcast—so make sure to RSVP—or catch them on-demand after the livestream.

Spotify Turns Up the Volume in Pakistan With Events and Music Campaigns

April 6, 2023

an artist performs on stage at a concert event

Two years ago, we introduced Spotify to listeners in Pakistan. Since the launch, we’ve worked with the country’s artists to expand their reach and share their music with new fans worldwide—and now we’re taking things to a new level.

March marked the first anniversary of our EQUAL women’s empowerment program in Pakistan, with singer Tina Sani as the Ambassador of the Month. RADAR, which highlights emerging artists from all around the world, also recently made its debut in Pakistan, featuring Taha G up first. He’s at the top of the RADAR Pakistan playlist, and Spotify worked with the singer to create a mini-documentary that spotlights his life and career.

In addition to bringing these programs to the region, we’re finding unique ways—from Masterclasses to cricket campaigns to local playlists—to connect with artists. 

Lending artists support with a Masterclass in Lahore

Our music industry experts were ready to share their knowledge during a Spotify for Artists Masterclass event in Lahore, PK. “We hosted at the historical Haveli Barood Khana mansion, and used this opportunity to educate and share information on music streaming trends and new product features with the burgeoning music industry in the region,” shared Khan FM, Artist and Label Partnerships Manager for Pakistan, Sri Lanka, and Bangladesh. Renowned Coke Studio music producer, curator and artist Zulfiqar Jabbar Khan shared his perspective on the Pakistani music industry with an audience that included more than 150 artists and their teams. 

‘See You Again’: Charlie Puth’s Musical Homecoming

July 30, 2018

Most people visit their alma maters excited to see their old dorms or to catch the homecoming tailgate and football game. But when Grammy-nominated singer/songwriter/producer Charlie Puth stopped by his old stomping grounds at Berklee College of Music in July, it was for slightly more academic reasons: to be a frank, off-the-cuff guest lecturer for students looking to perfect their music and pursue their passion, just as he did.

The Berklee grad (class of 2013) walked away from college with a degree in music production and engineering, as well as knowledge and experience that helped him land his first major label deal, with Atlantic, in 2015. From there, he collaborated with Meghan Trainor on their hit single “Marvin Gaye,” and Wiz Khalifa on the Grammy-nominated number “See You Again.” He released his debut album, Nine Track Mind, in January 2016.

Yet throughout his burgeoning fame he hasn’t forgotten his roots. On July 12, Puth joined up with Spotify and one of his former Berklee teachers, Grammy-nominated hit songwriter and former “American Idol” judge Kara DioGuardi, to host a special workshop and live performance for current top-performing upperclassmen at campus hot spot Cafe 939. He reflected on his time at the school and launching his career, workshopped with students, provided tips for improvement, and even performed some of his hits, including “Done for Me,” “How Long,” “Attention,” “The Way I Am,” and “See You Again.”

“I’m on cloud nine right now, you know why?” Charlie asked the class. “I played a show in front of 15,000 people last night. But my first show ever was in this room. It’s come full circle.”

Listen to Charlie Puth’s newest, self-produced album, Voicenotes.