Tag: queer

Spotify Debuts GLOW, an Equity Program for LGBTQIA+ Creators

January 24, 2023

Glow header

The LGBTQIA+ community has greatly influenced music, and both music and culture have long been moved by the community in return. As more and more artists feel empowered to share their authentic selves onstage and off, the power and influence of queer creators grow as guiding forces across culture.

Today, Spotify introduces GLOW, a new global music program celebrating and amplifying LGBTQIA+ artists and creators. It’s our latest initiative 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.  

Putting LGBTQIA+ artists front and center

GLOW is supported by an on- and off-platform ecosystem where LGBTQIA+ artists and users are authentically represented and meaningfully included. 

All in, GLOW will streamline and heighten the support Spotify has provided through our annual global Pride activations. It will be available in 50+ markets across Europe, India, Asia, Africa, North America, Latin America, the Nordics, and Southeast Asia. 

To launch, we’re hosting LGBTQIA+ artists and songwriters at the Spotify At Mateo office in LA, including jesse saint john, who has written for Britney Spears, Lizzo, and Kim Petras; JHart, who has written for Troye Sivan, 5SOS, and Little Mix; Ilsey, who has written for Panic! at the Disco, Miley Cyrus, Mark Ronson, and Harry Styles); and INK, who has written for Beyoncé, Leon Bridges, and Lil Nas X. The attendees will participate in three days of writing sessions aimed at celebrating and inspiring collaboration among creators in the LGBTQIA+ community. 

We recognize the power of our platform to elevate, uplift, and spotlight voices that have been historically marginalized, and we’re committed to using it to drive cultural change. GLOW is supported by Spotify’s Creator Equity Fund as the latest part of our ongoing commitment to fostering equity in the audio space. By providing equitable resources to queer artists on a global level, GLOW is another way we’re working to create greater equity, empathy, and representation for the LGBTQIA+ community. We work closely with our partners at GLAAD and others to ensure GLOW best represents LGBTQIA+ artists and listeners in authentic and meaningful ways.

Meet the team behind GLOW

The backbone of GLOW is Spotify employees who are passionate about music, artist empowerment, and above all else, their queer community. 

Lisa Ritchey, she/her, Manager, Artist Partnership Team

Lisa Ritchey

What is your role in bringing GLOW to life?

I am a manager on our newly formed Artist Partnerships Team, but I’ve been in this type of role for the past three years. I currently work across pop, dance, and indie, finding ways that we can bring Spotify into the entirety of an artist’s career outside of a record cycle—touring, festivals, merchandise, integrating artists into campaigns within those genres and our playlists—finding new and creative ways to partner together with artists. 

I’ve worked on Spotify’s Pride campaign for the past three years. I came in and was very, very passionate about LGBTQIA+ artists and how we can better serve that community and the fan base. After working on Pride, I started working on what would be an evergreen program very similar to Frequency or EQUAL with a colleague (the Head of Rock on our Editorial Team, Laura Ohls). We started working on this probably two years ago and in that time, the team has grown exponentially, become more robust, and received a lot of support company-wide.

Why is GLOW important to you?

I, along with the majority of the community, am very weary and skeptical of corporatized Pride. If a company is going to show up in June, they have to show up throughout the year. Where this program is amazing is that its sole purpose is to support the community on- and off-platform year-round. The way that we are showing up in this program also feels different—we’re supporting these artists because of who they are holistically. These are artists who are doing incredible things and they just so happen to be queer.

Who are some queer artists or cultural icons who have inspired you?

In the ’90s it was hard to find robust queer representation, and you had icons like Elton John and George Michael, so when The xx showed up and I found out that Romy and Oliver from The xx were both queer, it kinda blew my mind and it was the first time that I felt seen. St. Vincent was pretty huge for me and really made me understand myself more in college. Frank Ocean—truly, his tumblr coming-out letter, I want to get it framed and put it up in my house because that was so huge not only to me, but to music and culture in general—I think that was around the time that I was truly figuring myself out, so it meant a lot.

And the beautiful thing that we’re seeing now is just, more. The floodgates have opened and we have so many artists to choose from. 

 

Cahleb Derry, he/him, Associate Manager, Music Marketing

Cahleb Derry

What would you say is the ethos of GLOW?

We always go back to this commitment to amplify LGBTQIA+ artists. So while there’s a lot of other flashy aspects of GLOW, and there’s billboards and there’s editorial support, behind all of that, the question we go back to is, ‘How do we tangibly influence the resources that LGBTQIA+ artists have?’ We know in the industry that there are hurdles that marginalized artists face in creating and putting out music that other artists don’t face. 

We know that a lot of artists only get hit up in June during Pride to do campaigns. And then July 1 hits and there’s no work to be found again. Performative support wittles down an artist to their identity. If you only ask artists to activate during Pride, you ask them to give this boxed-in, performative version of themselves. For some artists, their identity is crucial to their work, right? It drives their writing, their artistry. For other artists, they’re just artists who happen to be LGBTQIA+ and they still should receive the support that LGBTQIA+ artists need. And we know that we, at Spotify, have a responsibility as the largest music audio platform in the world to fill in these gaps.

Why is GLOW important to you?

I am gay, so as someone who’s in the community, this program means so much to me. For example, Sam Smith, one of our 11 launch artists, their sophomore album, The Thrill Of It All, was my coming-out album and it saved my life in so many ways. I know firsthand how important LGBTQIA+ artists are for representation, but also for validation, and it just means a lot to see a company like Spotify really doing the amplification work. And to be helping lead the charge? I kind of have to pinch myself a lot and realize like, yeah, this isn’t just a campaign.

LGBTQIA+ culture is the culture. LGBTQIA+ artists, since the beginning of time, have shaped  some of the biggest genres that we have—from disco to jazz to pop—and unfortunately, with the way our industry functions, artists aren’t given the proper tribute, support, or platform that matches the effect and impact of LGBTQIA+ artists’ contributions. 

How does music empower queer communities? 

To me, it’s survival. Literally, “I Will Survive” by Gloria Gaynor being a gay anthem is an example, but it’s about connecting people, and it’s about safe space. We know that in New York and Chicago and Detroit and LA, the ballroom space was where Black and Latine queer folks who were shunned were able to go and shine. And music was the soundtrack to this. Even when queer culture and queer people were relegated to basements, to spaces deemed “unused” or in “disarray,” music kept those spaces alive.

Music is how I made sense of my emotions growing up. It gave me language to describe how I felt and gave me validation to feel confident in those emotions. Music is the soundtrack to our lives and to our survival, and it’s the soundtrack to our joy. Music is this creative playground where you’re allowed to imagine anything. Music is the most tangible thing we have to imagine queer futures that are happier and brighter and better and freer. 

Bel Aztiria, she/her, Equity Global Music Programs Lead

Bel A

What is your role in bringing GLOW to life?

I lead our Equity Global Music Programs, such as GLOW and EQUAL. I am in charge of bringing our equity principles to life within Spotify’s 360 programs, which elevate and celebrate artists for who they are, around the world. I lead the go-to-market strategy through ideation, launch, and adoption. My role is focused on the vision of contributing to a music industry where everyone is fairly represented and included for who they are, and wherever they are from. 

Within GLOW, my role is to take the program from ideation to launch and beyond, setting the overall strategy towards the mission of celebrating and elevating LGBTQIA+ creators and serving users all year round and beyond cultural moments. By bringing together my expertise in equity programs and in international strategy and in music, I have the privilege of being the connector of experts in over 20 different company functions and music representatives for the 50+ countries where GLOW is live, to ensure that this program utilizes Spotify’s resources as best as possible to serve the community and honor its immense contribution to music and culture. 

Why is GLOW important to you?

I grew up in a small town in rural Argentina, where I didn’t have any positive examples of people being accepted, included, and celebrated for who they were. I migrated at a young age, which exposed me to more expansive experiences around sexual orientation and identity, but also to a new way of feeling different, of living within another culture. When I started working in music, which was always my passion, I had more positive experiences of inclusion through seeing colleagues from the community thrive and be inspired by the music itself, and I made it my mission to contribute to a world where we can all feel included and valued for who we are.

Today, I feel safe to be who I am in most places I inhabit, and I have the chance to put my experience, resources, and skills back in service, for more people to hopefully feel included and represented, too. To me, GLOW represents the opportunity and privilege to work within a company that is well positioned to drive social change, where people are passionate about equity and gather to take steps in that direction.

What do you see as the future of the program?

I know we live in a world that is far away from equity for all of us, that the issue is bigger than music, and that we can’t do it alone. But I also believe in the power of music, and I hope that GLOW can inspire and uplift more of our voices to the narrative, contributing to a future world where people are free to be.

Tune into GLOW to hear the latest, hottest songs coming from LGBTQIA+ artists around the world.

How Spotify, Anchor, and Queer-Owned Plant Store Savereign Are Bringing LGBTQIA+ Stories to the Podcasting Mic

October 19, 2022

AJ shot by Will Crooks

Photo credit: Will Crooks

Greenville-based Savereign is more than a plant store in South Carolina. There’s plenty of potted and hanging greenery for sale, but the space also doubles as a community gathering place, with tables and chairs for coworking and a comfy couch to lounge on. The storefront was developed with a lot of intention by its owner, AJ, a queer Filipino-American who wants everybody to feel welcomed and loved.   

AJ moved to Greenville from Chicago with an ex-partner, but remained there following the breakup. “As I was starting my business and getting to know the community, I started to make individual connections with all these beautiful people who didn’t feel seen or heard at all,” AJ told For the Record. “The universe gifted me with a loud freaking voice. I felt there was a gap in queer representation, in people who were up and out and could speak up and stand up, in my area. So I decided to stay.”

He also set out to bring the community together through virtual spaces as well as his physical store. He started interviewing the people who made up his community, and in 2020, he created a podcast to highlight those individuals using Spotify’s podcasting tool, Anchor. 

“It’s very DIY. I’m not the most digitally inclined human. It was great to run into Anchor because it allows you to do everything all at once and it’s very intuitive and easy. It allowed me to just be able to go and not think about having to get equipment and materials.” 

Although podcasting is increasingly accessible, finding time and space to record, acquiring gear, and developing editing skills is still an involved process that can be even more unattainable for individuals with marginalized identities. So Spotify and Anchor’s latest podcasting initiative, Making Space, helps elevate underrepresented voices by creating accessible podcasting spaces within the LGBTQIA+ community. Through the program, we’re setting queer businesses up with the tools and resources they need to make podcasts. Savereign is the first stop. 

As the inaugural Making Space participant, AJ will receive a comprehensive podcast tool kit that includes a microphone, recording equipment, and educational resources—effectively giving him everything needed to create his own in-house recording studio at Savereign. Other creators in his community will also be able to access this space for free to begin recording their own shows. 

“I’m so excited because it’s all the things I didn’t know I could ever have or use,” said AJ. “Now we’ve got mics, a mixer board thing—there’s one or two other podcasters that I know here and they’re like, this is crazy and this is perfect. I’m excited to learn how to use that gear and record with them.” 

For AJ, bringing this studio to the community is a natural transition as he’s already been using Savereign’s Instagram to amplify local businesses and creators. 

“I see my work in retail as an art form,” explained AJ. “It’s something that is going to be seen and something that has the capacity to change perspectives. So for my ‘marketing,’ I wanted it to be personal to me. So you’ll see shots of me in there, but it’s mostly people within the community: people with businesses, queer individuals who are also making their mark here, and leaders. I wanted to get those people to also be seen through whatever form of voice or visuals I have on me. I’m one of those people who when I’m on the up, want to raise up everyone else around me because I wouldn’t be where I am without a lot of the people you see on my Instagram.”

Spotify is always looking for ways to help nurture new and emerging voices, and Making Space is an example of how we’re making podcasting possible for anyone, anywhere. By making professional-quality podcast equipment more accessible across community spaces, we can give creators a safe, inclusive place to have their voices heard, and can help drive a more diverse podcaster ecosystem. 

“The concept of ‘making space’ is to barrel down a lot of walls that are put up for a lot of us who are ‘different’” says AJ. “It allows us to make room for everyone who is making a difference and everyone who wants to cheer on those who are making a difference. The store’s intention from the beginning has always been a space for people to come in, to breathe in some fresh freaking air, and to feel at peace. And to feel loved. That’s what I feel whenever I’m around plants and it’s what got me into them. Taking care of plants allowed me to love myself. It gave me calmness; it gave me natural positive energy. That’s what I wanted for people. And that’s why I stayed. And that’s why we’re here.”

Pride Month Kicks Off on Spotify With Custom Podcasts, Playlists, Passion, and Purpose

June 1, 2022

Raise Your Voice pride logo on yellow background

Representation of LGBTQIA+ individuals in audio continues to increase and improve. Stories once considered taboo now play out in podcasts around the world, and LGBTQIA+ musicians continue to light up listeners’ playlists. However, this progress is not universal, and many queer stories still go untold around the world. 

Pride Month, which kicks off in select markets in June, is an annual opportunity to shine a light on those untold stories and increase knowledge of the issues LGBTQIA+ communities still face globally. On Spotify, we aim to use the power of our platform to provide a source for LGBTQIA+ storytelling, solidarity, and inspiration, and to increase awareness of the pressing issues—during Pride Month and year-round. This Pride Month, we’re celebrating these voices.

At the heart of this campaign is the desire to tell new stories from within the LGBTQIA+ community and to leverage our platform to uplift and shine a light on historically marginalized communities. We’ll center conversations around the importance of community, particularly for mental health and well-being, by focusing on a diverse group of traditionally underrepresented queer activists from the U.S., Sweden, the U.K., Japan, and Mexico. On our platform, we’ll be elevating, uplifting, and spotlighting these voices in an effort to drive cultural change. And we’ll be putting our money where our mouth is by donating directly to key partners that are focused on supporting the LGBTQIA+ community. 

The activists you’ll hear from Spotify

Head to our refreshed Pride Hub to hear from a diverse group of historically underrepresented activists, including Jonathan Lykes, Phyll Opoku-Gyimah (aka Lady Phyll), Karolyna Pollorena, and Fumino Sugiyama. Each one has curated a playlist that celebrates their work and their community, and they’ll be sharing short-form “a day in the life” videos across social. We’ll also be unveiling an audio series entitled RAISE YOUR VOICE from these activists, who are using sound, voice, and music as part of their work.

Jonathan Lykes

LGBTQIA+ Spotify Employees Share How They Claim Their Space

June 30, 2021

Spotify kicked off June by announcing this year’s Pride campaign, CLAIM YOUR SPACE. The experience, complete with playlists, podcasts, and permanent in-person murals, served to celebrate the commitment and resilience of LGBTQIA+ creators. It also recognized the ways audio and art have always been avenues for LGBTQIA+ expression. We encouraged the queer community of creators and listeners to continue to make noise, make their presence known, and make their own rules. 

We also used Pride Month as a time to encourage, empower, and amplify the voices of LGBTQIA+ Spotifiers within our own community. So as Pride Month comes to a close, our Life at Spotify social channels shared how several queer employees “claim their space” in the workplace, as well as the songs and aritsts that help them live their identities loud and proud. 

Jordan (he/him)

Spotify’s Latest U.S. RADAR Artist girl in red Turns the Volume Up Ahead of Her First Album Release

March 3, 2021

Marie Ulven, the 22-year-old Norwegian singer-songwriter better known as girl in red, was walking her dog Luna in her Oslo neighborhood when a group of teenage girls started singing at her. Marie started dancing while continuing to walk—they were singing her 2018 song “i wanna be your girlfriend,” one of her two standout tracks that have now accumulated over 150 million streams on Spotify. “I’m in love with you!” one called. 

Since the release of “i wanna be your girlfriend” and “we fell in love in october,” girl in red has continued putting out melodic, dreamy tracks about mental health and romance at a rapid pace, with several singles and two EPs over the last two years. Fans have flocked to her Spotify profile by way of social media, where she’s become something of a queer icon. Her music has landed on several Spotify playlists, including Lorem, Bedroom Pop, New Music Friday, and Out Now. And now, as Spotify’s fifth U.S. RADAR artist, girl in red will also be discoverable to new fans through the genre- and globe-crossing emerging artists program. 

Spotify created RADAR to help artists across all stages of their careers use the strength of our platform to deepen connections to their audiences. As Spotify’s latest RADAR artist, girl in red will be featured in the RADAR playlist, create a Spotify Singles recording, and release a forthcoming biographical mini documentary. She’ll also receive promotional support for her upcoming releases, including today’s billboards in NYC and Oslo, plus a full suite of marketing  and social promotion. 

“We’ve been closely watching girl in red’s steady ascent over the past few years—she’s built a tight-knit community of devoted fans in a remarkably organic way, based on her self-assured songwriting and deeply personal lyrics—all as an independent artist,” says Ned Monahan, Spotify’s Head of Global Hits. “We’re beyond excited for her debut full-length, and look forward to helping with her global ascent via RADAR.”

girl in red’s RADAR spotlight comes at an opportune time. As she announced today, girl in red will release her first full-length studio album, if i could make it go quiet, on April 30. After several years of bedroom production, the songwriter is now looking forward to the beginnings of a lifelong career in music. “I’ve had a little bit of a realization making this record. I just gained so much respect for people who’ve dropped their eighth studio album. I want to be like that artist—one day—who has eight records because they just love making music.” 

For the Record caught up with Marie after a busy day in which she reviewed the music video for her newest single (and FINNEAS collaboration), “Serotonin.” Read on to hear her thoughts on dabbling in rap, covering Maggie Rogers for Spotify’s Studio Oyster program, and Spotify Canvases. 

This June, Celebrate Black Creators of Past and Present on Spotify

June 16, 2020

When it comes to music, the Black community stands unique in defining the sound of the times and influencing society. Black artists have inspired music for generations across all genres, from hip-hop, R&B, soul, pop, rock, country, jazz, and more. That’s why all year round, Spotify is dedicated to elevating audio from the Black community—and especially so during June, which is Black Music Month. During this time, we’re encouraging listeners to learn about and celebrate the Black musicians, artists, activists, and creators of past and present who gifted us with their work.

Streaming on Spotify often reflects events and happenings in culture and the world at large, and the past two weeks have been no different. Spotify’s Black Lives Matter playlist has seen over a 1,900% increase in followers and a 130,000% increase in streams. A few songs in particular from the playlist are especially resonating with listeners, including “This is America” by Childish Gambino (351% increase), “Alright” by Kendrick Lamar (8,253%), “Freedom” by Beyoncé featuring Kendrick Lamar (371% increase), “Self” by Noname (289% increase), and “Mad” by Solange featuring Lil Wayne (854% increase). 

As we continue to mark Black Music Month, we’ll highlight the musical and cultural contributions of Black creators through new content, including dedicated playlists, guest-curated playlist takeovers, podcasting playlists, and more. Read on for some of the ways we’re amplifying Black voices this month. 

Honoring Juneteenth

To commemorate, celebrate, and recognize the day that slavery ended in the United States, Spotify has made Juneteenth a permanent company holiday for all U.S. employees. To underscore the importance of Juneteenth this year, Spotify’s flagship playlist New Music Friday will exclusively feature Black artists from Friday, June 19, through June 26. Additionally, Spotify’s New Music Friday billboards in Times Square will be dedicated only to Black artists on June 19.

Curated Playlists

Multiple playlists, many of which will be featured in the Black History Is Now hub, will roll out through the month. For Father’s Day, we’ll be launching our KING playlist celebrating Black men and their roles as dads. Kirk Franklin will be taking over the playlist and is featured on the cover. Additionally, look out for Throwback Thursday, which will highlight Black music across genres throughout the decades from the 1950s to now; Black to the Future, a new and improved playlist featuring up and coming Black artists; Black History Salute, which honors the lives of Black music legends lost this year, including Manu Dibango, Little Richard, Tony Allen, Bill Withers, and Betty Wright; and Black, Queer, & Proud, featuring American singer-songwriter Brittany Howard in honor of Pride month. 

Playlist Takeovers

Black Music Month will also include influential playlist takeovers, featuring a deep well of notable Black curators, celebrities, creatives, and more. Tracee Ellis Ross kicked off June by curating Black Girl Magic, and Gabrielle Union-Wade will be taking over to round out the month. Plus, as dance has been influenced by Black youth across generations, our dance playlist 8 Count will be taken over by Black creators of today’s hottest dance trends.

Spotify is elevating this content during Black Music Month to celebrate the individuals who gifted us with their talents and to encourage people everywhere to take the time to listen and to learn.
 

Check out the ever-updating Black History Is Now hub for all the new content, as well as old favorites like Are & Be.

Berlin Hip-Hop Duo Hoe__mies Creates Space for Marginalized Voices with New Podcast ‘Realitäter*innen’

February 13, 2020

Photo credit © Marlen Stahlhuth

Gizem Adiyaman and Lúcia Luciano party for more than just a good time. In 2017, the German artists formed Hoe__mies, a hip-hop group known for hosting rousing get-togethers where female and queer artists could make a name for themselves in a space that had traditionally excluded them.

“We started our parties as a form of protest against a male-dominated hip-hop scene that placed women and queer people at the margins,” the pair told For the Record. “Before we started [DJing] in 2017, the line-ups very seldomly included female DJs, and if they did, it was mostly in the context of a lady’s night special.”

Now, this outspoken duo is amplifying marginalized voices in a different way—with their new Spotify original podcast, Realitäter*innen. Over the course of 12 initial episodes, Gizem and Lúcia will discuss the intricacies of socially relevant topics ranging from sexuality to principles of feminist thought. Plus, each episode will feature enlightening conversations with special guests from marginalized backgrounds.

The first two episodes of the German-language series, released on February 13, explore dating in 2020 and masculinity, respectively. The first, on dating, includes perspectives on polyamorous relationships. The second examines masculinity, mental health, and how racism affects the constructs of masculinity for black men and queer men of color. Later in the season, listeners can expect episodes dedicated to sex work as well as body positivity.

The pair took some learnings from their party hosting. Today, Gizem and Lúcia’s parties are inclusive environments where women, queer people, and people of color are represented at every level of the experience. They even enlisted an “Awareness Team” to ensure that guests feel safe and respected. But getting to this place wasn’t easy, they said. “It takes a lot of effort to identify and address everyone’s needs, but if you put in the work, people will actually show up and appreciate the space you’ve created for them.”

As for working with a new medium, Hoe__mies will always have an affinity for hip-hop, but the duo is excited for the possibilities that podcasting has to offer. “Music is a great vehicle to reach people, criticize oppressive structures, and spread your message,” they explained, “But with podcasting we can actually pass the mic and listen to other people’s perspectives. We hope that this podcast can foster an understanding and openness for different concepts of love, sex, and identity.”

Tune in every other week for a new episode of Gizem and Lúcia’s debut podcast Realitäter*innen.