Tag: Peloton

Looking Back at Spotify’s Greatest Hits in 2021

December 13, 2021

In an all-around unforgettable year, 2021 was an especially notable one for Spotify. We’re excited about what we’ve delivered for creators and listeners alike across new features, innovations, and collaborations. As the year comes to a close, we are taking a moment to look back on some of the advances we’ve made over the past 365 days. 

More listeners in more places

We have more listeners than ever. As we announced in our Q3 2021 earnings, as of September 2021, Spotify had increased the number of monthly active users and subscribers on the platform by 19% compared to 2020*. This year, we also doubled our global footprint by expanding into 92 new markets, bringing our total to 184 markets globally. New countries on our roster include South Korea, Bangladesh, Pakistan, and many more across Asia, Africa, the Caribbean, Europe, and Latin America. This continued expansion means that the music and voices of more people, places, and cultures can be shared with listeners around the world.

Podcasting for all

At Spotify, we believe that podcasting provides a massive opportunity for creators to entertain, inspire, and inform people across the globe. According to Edison Research and our own internal data, we recently surpassed both Apple and YouTube in the U.S.—the largest podcast market globally—to become the number one podcast platform listeners say they use the most.

The appetite for podcasts has grown among listeners, and we are answering that demand with a catalog that includes 3.2 million titles*. That’s 68% more podcasts (as of September 2021) than were on the platform in 2020. Through November of this year, we launched over 400 new O&E podcasts globally, and throughout the year we signed numerous podcast deals and entered into podcast partnerships with some of the world’s biggest creators and beloved entertainment brands like Dax Shepard’s Armchair Expert, The Joe Rogan Experience (the number one podcast in the world), and Bad Robot. But our passion for podcasts isn’t limited to the U.S. This year, we expanded podcasts into more than 80 markets, including Russia, Egypt, and Saudi Arabia.

Expanding the possibilities for advertising

When we reported earnings in October, we announced that ad revenue had increased 75% year over year. And in November, we surpassed 1 billion euro in annual ad revenue for the first time. New opportunities were created for advertisers with the launch of the Spotify Audience Network, our first-of-its-kind audio advertising marketplace that enables advertisers to connect with listeners enjoying a broad range of music and podcast content. Advertisers now have a way to reach and target audiences listening to Spotify Original & Exclusive podcasts, as well as third-party podcasts from enterprise publishers via Megaphone and Anchor creators. We’ve also introduced podcast ad buying to Spotify Ad Studio, our self-serve ad channel that makes it easy for advertisers of all sizes to reach podcast listeners.

Supporting both established and breakthrough artists

With over 380 million listeners on the platform, there’s a large audience for artists to share their new releases with. The increase in subscribers has led to many major artists, like Drake and Adele, across various genres breaking Spotify records throughout the year. 

Spotify has also continued efforts to support up-and-coming artists. We expanded our exclusive offerings with Spotify Singles (including Pride, BNA, Latinx Heritage Month, Are & Be, mint, and Holiday programs) and Spotify x Electric Lady live EPs. We’re supporting artists at all levels through programs like Fresh Finds (for independent artists), RADAR (for global emerging artists), EQUAL (which fosters equity for women in music globally) and Billions Club.

But those aren’t the only ways we are pushing the industry when it comes to artists. We also launched Loud & Clear to increase transparency by sharing new data on the global streaming economy. And we expanded our Charts feature to include artist, genre, and local charts. This allows artists and listeners to dive even deeper into the data.

Inspiring and enabling creation

In order to be the best audio network, we know we need to provide the best-in-class experience and content for our listeners. This means new features and new opportunities for creators to connect with their fans. We launched Spotify Greenroom, adding live audio as part of Spotify’s ecosystem and providing yet another opportunity for creators of all types to connect with their fans more deeply and meaningfully. In November we announced the acquisition of Findaway, the global leader in digital audiobook distribution, to accelerate our presence in the audiobook space. We also introduced Spotify Open Access, which allows listeners to hear third-party content on Spotify. Finally, we partnered with beloved brands like Peloton, Netflix, and Delta to bring exclusive experiences and curated playlists to our listeners.

Spotify and Peloton Partner to Help You Break a Sweat Without Missing a Beat

November 3, 2021

Whether you’re just warming up or at the peak of your fitness routine, the right song can change your entire workout—as can the right instructor. This is something both Spotify and Peloton know well: Working out is one of the top listening moments on Spotify, and music is vital to the Peloton experience. 

We saw this last year when Peloton Instructors Olivia Amato and Kendall Toole introduced two new guided musical fitness experiences on Peloton that were paired to the sounds of Spotify’s Power Hour playlist. We also introduced the Track Love feature, which allows fitness buffs to save their favorite Spotify tunes as they sweat. Now Spotify and Peloton are taking their partnership to the next level, combining their strengths to bring fans the very best of fitness and audio.

Starting today, Peloton is taking center stage on Spotify’s Workout Hub. The fitness brand now has a dedicated Curated by Peloton shelf within the hub that showcases seven playlists from their world-class Instructors and popular fitness disciplines. They include Running by Peloton, Tunde Oyeneyin’s Playlist, Strength by Peloton, and more. These curated playlists offer an inside look into the songs featured in class, as well as the Instructors who teach with music that’s perfect for any workout. In addition to Tunde, this month we showcase the playlists of a diverse group of superstar Peloton Instructors, including Peloton’s VP of Fitness Programming, Robin Arzón, Tread and Strength Instructor Adrian Wiliams, Yoga Instructor Mariana Fernández, and Cycling and Strength Instructor Ally Love. 

To celebrate, we curated co-branded workout classes with Peloton featuring songs from some of our most popular playlists, like Today’s Top Hits, Door Knockers, Lofi Beats, Indigo, and Baila Reggaeton, to play across their programming. Whether you’re gearing up for Cycling, Tread, Strength, or Yoga, you can work out to the top tunes through these new classes on Peloton. 

Not sure where to start? Try signing into your Spotify account and then taking the new “Find Your Instructor” quiz. Based on a few quick questions and listening behavior, listeners can find out which Peloton Instructor’s music tastes best matches their own. The personalized pairings make a harmonious connection based on a listener’s workout goals and favorite beats.

And speaking of Instructors, For the Record had a conversation that will get your heart racing. We spoke with one of Peloton’s most challenging and motivating Cycling and Bike Bootcamp Instructors, Tunde Oyeneyin, about the music that keeps her energized.

For newcomers to Peloton, how would you describe your class and the experience?

I like to say, “I will always push you, but I will never let you fall.” I love teaching challenging classes because I love being the vessel that provides people with access to an even greater version of themselves. When people unclip after a class with me, they feel like they just achieved more than they thought they were capable of.

How does music fit into your classes and your approach to teaching?

What makes a class is the structure, the sound, the music. Saying the right thing at the right moment. All of it is what builds the show. 

Who I am musically—my taste, my choice, my love for music—I think that is part of what I’m known for at Peloton. People come to me for a couple of different reasons: If they want somebody to motivate the hell out of them, if they’re looking to be challenged, and if they want a really great playlist. The music on my playlist is definitely a factor that draws people in. And I think sometimes people may not necessarily want the challenge, but they’re so addicted to the playlist that that usually pulls them in. I’m very intentional. In order to do what I am requiring of you, what I’m asking of you, you have to have a soundtrack that propels you. 

Music is the drive. My hope is always that I pulled songs and arranged them in an order that allows you to untap and reach for that day’s best.

Can you walk us through how you pick the music for your classes?

I spend a lot of time on the music front. I’m definitely an Instructor that leads with music. I think the music creates the tone. The best classes are like a really great book—there’s a beginning, a middle, and an end. There are ebbs and flows. Every moment can’t be the highest moment, the hardest moment. There needs to be balance. So I use the music to not only balance, but also to tell a story.

And then the BPM, or beats per minute, of a track really helps to create the program, whether we’re on a flat road or the biggest hill of our lives. Life isn’t flat, meaning there are highs and lows, there are peaks and valleys. I try to use music to illustrate that as I program the class.

Do you have a go-to artist or song to bring an energy boost at the end of class?

Beyoncé, Drake, and Ariana Grande are among my list of go-to artists. People who ride with me know that if I play “Lose My Breath” by Destiny’s Child and then anything by Outkast, Missy Elliot, or DMX—if you see that as a finisher—it’s probably a crazy class.

What are you listening to outside of the Peloton studio?

I think people would be shocked to know how much house music I love outside of my Peloton playlist. I’m also a big fan of alternative music, like I love The Killers. I love Coldplay. I’ve got a wildly eclectic taste in music. I think it does come across on the bike. I play a pretty vast amount of artists. Everything from hip-hop and pop to rock, Latin, and dance. But in my personal world, it becomes even more eclectic. House is my go-to a lot—and good ’90s R&B, like Ms. Lauryn Hill and Brandy.

When did you begin to love music?

I’ve always loved sound. I’ve always loved dancing. I think that movement is a celebration of life. And if movement is the celebration of life, then music is the vessel that brings that celebration. I grew up in a Nigerian household. My parents are Nigerian, so the drum is like my spirit.

Do you have any advice for people who might be a little intimidated jumping into a class or getting on a bike?

Do it! Do it anyway! Don’t allow your fear to steer. The beauty of uncertainty is infinite possibility. Embrace the uncertainty.

What are you waiting for? Jump, ride, or stretch your way into a new fitness routine. Explore the Curated by Peloton shelf for musical inspiration, and find out if you and Tunde share the same eclectic taste by taking our quiz at https://www.onepeloton.com/spotify. 

*Take our quiz from Canada here, Australia here, and the U.K. here.

Join Peloton Instructors Olivia Amato and Kendall Toole for Their Power Hour Workout Co-Created With deadmau5

August 28, 2020

Throughout their lives and early careers, Peloton instructors Olivia Amato and Kendall Toole always had a love for fitness. Olivia started out working on Wall Street but quickly noticed that taking her clients out for exercise classes and green juices was her favorite part of the job. Kendall was in theater and tech in Los Angeles before becoming a boxing instructor and eventually moving east to New York for her role at Peloton. And they agree there’s one genre that’s perfect for getting in the zone and breaking a sweat: dance and electronic.

Starting today, Olivia and Kendall will be introducing two new Peloton classes to the sound of one of Spotify’s big dance playlists: Power Hour. Peloton members can stream Kendall’s Power Hour Ride on August 30 or Olivia’s Power Hour Run on August 31 for a guided musical fitness experience on the Peloton Tread, Bike or App. What’s more, electronic music producer deadmau5 will be joining the instructors and Spotify for a takeover of our Power Hour playlist, complete with a new single from the producer himself.

“It’s a cool track and was a total wild card of a collaboration,” says deadmau5 about his new single, “Pomegranate – Jay Robinson Remix.” “I’m glad people got to enjoy it this summer and I’m looking forward to having it be a part of people’s workouts. I think they are going to dig getting to experience it with Jay Robinson’s remix.”

We caught up with each instructor for a few minutes between classes to get to know them and learn how they incorporate music into their routines. 

How do you pick the music that goes with your workouts? What elements do you take into consideration? 

Olivia: It depends on what the workout is and what type of mood I’m in. If I’m going to do a HIIT run, I want to do 30 seconds on, 30 seconds off, and then build from there. I’ll think back to songs I know with three drops that are 30 seconds each. That’s obviously not always possible, and it definitely takes longer to program that, but I think it’s worth being that specific, because music is the most important thing during a workout. It also depends on the cadence of the song, so the beats per minute, or BPM. A lot of electronic songs can be used while climbing up a hill or on a flat road because they’re usually around 128 BPM, which is good for sprints and pushes. And then you can use a different type of music to get a different vibe for cooldowns. 

Kendall: When I am programming a class, I usually start with what’s inspiring me music-wise, what I feel would be energetic to ride to, or even down to something as simple as the energy and vibe of the song. If there are lyrics in a song that I know I can pick up on or use as a jumping-off point for motivation, it always helps. I think a proper ride and a wonderful workout should have a beginning, middle, and end. It should be no different than if you’re at an incredible concert or listening to an album where every piece of music, every moment, has its place, and it’s building into that story. When a beat drops and builds, I want riders to drop it and go into an effort. 

Tell us about the experience of working with Spotify to create playlists for your class.

Olivia: I have worked with a couple of the people who work on Spotify’s mint playlist in the past. We went through the different songs and different playlists to collaborate on what we thought would mix well together and what would fit the vibe of the class. So similarly for Power Hour, we looked at high-energy, fun music that pushes you forward. So just making sure they all flow nicely into each other, that it tells a good story of starting out.

How did deadmau5’s curation of Power Hour inform the workout you put together?

Kendall: First off, there’s nothing better than seeing an artist that you admire put together a playlist. It’s almost like getting movie commentary from a director’s cut. Where you have someone who’s such a pro at what they do and has such a unique perspective, and is just so committed to their craft, almost giving you a behind-the-scenes piece of what they like and what they’re into and what connects to them. What he’s curated for Power Hour are suggestions for what gets him moving. Then we can put fitness into it. It’s cool because I feel like I get to bring my fitness expertise and marry it with his ability to create and craft incredible music.

How does music help bring the runners and riders together, especially when they’re all doing the workout on their separate treads, bikes, and screens? 

Olivia: I think music is a global unifier, which is exactly what we need, especially right now. It evokes memories and creates memories. So it can create or evoke strength, passion, encouragement. And as it’s doing that, it’s bringing people from all around the world together. It’s a universal language that anybody can understand just based on feeling. For example, I don’t just use music for inspiration when working out. When I need courage or motivation, I put on music. It’s really for everything, and I think a lot of people feel that way.

Kendall: What I love about Peloton is transitioning that love of riding on beat with learning something new. That cadence, that BPM is so important in the way that I structure and program my classes because of this ability to be a unifying factor, especially when you’re teaching people from the comfort of their own home. At times, it’s challenging because you’re not present with them to be able to make corrections or adjustments, so you know you can always rely on that beat, on that BPM to be almost an assistant or an assistant coach, if you will, to what you’re creating and wanting to help people take through in a story of a ride. 

Did you know you can connect your Spotify account to Peloton to save songs from class via the Track Love feature? Simply tap the heart icon on Peloton Bikes & Treads next to the song title, then look for your saved tracks under “My Peloton Music by OnePeloton.”

Check out our previous co-curated Peloton classes inspired by mint & Housewerk, available on demand via Peloton, and look forward to more rides inspired by Spotify’s owned and operated playlists coming soon.