Tag: South Asia

Akshat Harbola, Spotify’s MENA Managing Director, on the Creative Vibrancy of the Region

November 14, 2023

Akshat Harbola, Spotify’s Managing Director of Middle East, North Africa (MENA), and South Asia is a massive rock music fan. Egyptian indie-rock band Cairokee, Abdul Hannan from Pakistan, and Jadal from Jordan top his playlists—showcasing a captivating blend of talents from the markets he oversees. The Middle East and North Africa is a vast, rapidly changing region that is categorized in particular by its young demographics, increasing digital landscape, and fast-growing music market. And all that was set to hyperspeed when Spotify first entered the region five years ago. 

Akshat Harbola

“At the heart of MENA’s digital landscape is its youthful, tech-savvy demographic, who hold a profound appreciation for both global and local content,” Akshat told For the Record. “Platforms like Spotify act as catalysts for this cultural exchange, enabling users to discover and share new music genres and podcasts. Countries like Egypt, Saudi, UAE, Morocco, Iraq, and Algeria are at the forefront of content sharing on Spotify, showcasing a community-driven digital culture.”

In honor of Spotify’s five-year anniversary in the region, For the Record chatted with Akshat about his auditory observations. 

What are some notable similarities and differences around music listening across MENA? 

The musical preferences across the region are as diverse as they are interconnected, especially when venturing beyond local genres. While Khaleeji music finds a strong foothold in Saudi, Egyptian pop, local indie, and local rap are favored in Egypt. This local appreciation also meets a growing affinity for global genres like K-Pop, U.S. rap, and Afrobeats, painting an eclectic musical canvas.

Having high rates of internet penetration have been pivotal in catalyzing this engagement. Saudi Arabia is at 99% and Egypt is nearing 80%. Consumers’ preference for mobile Spotify streaming really illustrates this digital savvy and hyper-connected MENA demographic. The popularity of streaming Spotify on gaming consoles in Saudi Arabia, a market where 80-90% of the population identifies as gamers, also indicates the hyper digital culture in the region.

MENA’s music market is on an upward trajectory, with IFPI statistics spotlighting it as the world’s fastest-growing music market in 2021, and ranking third in 2022, with 23.8% year-on-year growth. Streaming dominates the market, holding a 95.5% share, the highest globally. 

The region’s incredible music and artists are streamed in huge numbers abroad. What does this tell you about MENA’s global impact? 

On Spotify, music genres from MENA have grown by over 170% between 2019 and 2022. Some of the most exported genres we are seeing include Egyptian pop from Egypt, Amazigh from Morocco, and Khaleeji from Saudi Arabia, thus reflecting the rich diversity of the sounds emanating from the region. The rising international streaming of MENA music reflects the region’s creative vibrancy and the evolving tastes of today’s young Arab listeners. 

There’s also been a surge of new creators and a rising popularity of local hip-hop and indie music, driven largely by Gen-Z listeners and young artists. They blend local and global sounds, moving towards a more fluid musical narrative that doesn’t box them into a singular identity. This shift towards experimentation in musical expression is gaining traction in the wider music scene, with increased cross-border collaborations among artists. More artists are embracing multilingualism in their music, and diaspora artists like Saint Levant and Elyanna are reconnecting with their home cultures. Artists like Issam Al Najjar and kouz1 are also finding audiences beyond MENA, with tracks like “Hadal Ahbek” resonating in Indonesia and kouz1 gaining fans in the Netherlands. 

The growing global interest in MENA music, as seen by the nearly 40% yearly increase in MENA artists streaming outside the region from 2019 to 2023 on Spotify, signals a promising outlook for the Arabic music scene on the global stage.

What streaming trends are you noticing? 

We are really pleased with the evolution of local consumption that has been taking place on Spotify. Earlier this year, we welcomed Saudi Arabia’s music production label Rotana with its full catalog on our platform, encompassing over 10,000 songs by a variety of over 100 legendary Arab artists from across the region. With that, we are seeing more Khaleej music being consumed in Saudi. And when we look at our Spotify Charts and our annual Wrapped results in markets like Egypt and Morocco, we see predominantly local songs and artists being streamed the most. 

How about podcasting? 

Podcasting in MENA is witnessing an exciting momentum, with a notable surge of 223% in average daily podcast listening hours from November 1, 2021 to September 10, 2023. A particular highlight is the popularity of long-form interviews in Saudi Arabia. According to a recent YouGov study, MENA markets boast the highest percentage of heavy podcast listeners, with Saudi Arabia leading, as an impressive 67% of adults tune into podcasts for an hour or more weekly.

This burgeoning interest is further fueled by the creativity of independent creators, who bring unique shows like the Karohat comedy podcast in Egypt and Al Salfa in Saudi. Additionally, mainstream media entities like The National and CNN Business Arabic are embracing this trend by incorporating podcasts into their content strategies, thereby expanding the podcasting realm.

The podcast genres resonating most with listeners include society and culture, comedy, and mental health and self improvement, as seen in popular shows Kanbet El Sabit in Saudi and Eshtrey Menny in Egypt. The diversity in content is exemplified by top shows like Finjan with Abdul Rahman Abu Maleh, Jinaya, #ABtalks, and Droos Podcast, each offering a unique narrative, contributing to a rich and evolving podcast culture in the region.

Looking forward, what are some of the continued opportunities for creators? 

It’s exciting. Our RADAR and EQUAL Arabia programs are close to our hearts, and the impact they’re having is pretty incredible. Artists in these programs are not just seeing their streams skyrocket—which is awesome—but they’re also getting some amazing opportunities that go way beyond our platform. Our Saudi EQUAL Arabia Ambassador, Zena Emad, has recently collaborated with Alan Walker on a new version of his single “Land Of The Heroes,” featuring Sophie Stray. Having Zena on the record was like a nod to Saudi’s influential gaming culture and a celebration of the Arabic music scene. Another movement we are particularly excited about is the growing scene of women artists in indie music, and we are excited to see this continue to grow into 2024.

Catch the biggest hits from the Arab world on Yalla.

Broadcasting Desi Music to New Homes Around the World

August 7, 2023

Bollywood dance music, chill Sufi songs, hot Punjabi hits—all of these sounds make up the diverse and varied world of Desi music. They also represent artists and genres coming out of India, Pakistan, Bangladesh, Sri Lanka, Nepal, Bhutan, and the Maldives. Listeners across the region flock to Spotify to celebrate their culture and its music. And no matter where they go, their heritage moves with them. 

This South Asian Heritage Month, Spotify is celebrating the music of the region locally and across the South Asian diaspora. Listeners in the U.S., UK, and Canada remain the leading countries that stream Desi music, followed by Australia and Germany. Desi music is growing rapidly in the UAE, Australia, and Canada—and shows the largest increase in streams of the South Asian music genre—recording year-on-year growth of 72%, 54%, and 50% respectively. 

In Pakistan, too, 2023 has seen a phenomenal rise in the production and appreciation of Punjabi music. Compared to 2021, the total number of Punjabi track releases has nearly doubled, showcasing the industry’s vibrant growth and creative evolution. Punjabi pop, with its catchy tunes, has witnessed a remarkable 99% year-on-year increase in listener consumption in the market. Meanwhile, Punjabi Hip Hop has seen an astounding 106% growth in its listenership in Pakistan. This surge in popularity reflects the genre’s universal appeal, which then transcends borders and cultures.

“With Spotify significantly strengthening its position in South Asian markets, we are able to connect artists to their fans and communities across the globe, and have witnessed a growing love for South Asian artists and Desi music that reflects in the exponential growth of streams of our Desi playlists,” says Rutaba Yaqub, Spotify Senior Editor in Pakistan, Sri Lanka, and Bangladesh. 

“Millions in the South Asian diaspora long for a connection to home. Music keeps them in touch and Spotify wants to celebrate and enable that connection. So we’re celebrating South Asian Heritage Month this year by building a strong cultural connection between Desi music and its listeners through our South Asian Music Hub, where listeners can find and enjoy popular Desi playlists and more,” she added. 

That connection was felt especially this year with Ali Sethi and Shae Gill’s track “Pasoori.” After its release, “Pasoori” became a phenomenon that took its place on the global Viral 50 chart, the first Pakistani song to achieve this feat. It continues to be the most-streamed Pakistani track globally. This month, we also spotlight Ali Sethi and the influential Irfan Junejo in a Spotlight series on our platform.

Indian music preferences are a little more varied. The most-streamed songs from India in a majority of the largest diaspora markets, including the U.S., UK, UAE, and Australia, feature Bollywood hits like “Kesariya (from ‘Brahmastra’),” followed by “Besharam Rang,” and “Jhoome Jo Pathaan” (both from Pathaan). In Canada, however, the top 10-streamed Desi songs from the past year prominently feature Punjabi pop and hip-hop. “52 Bars” by Karan Aujla and Ikky was the most listened-to track. 

“South Asian music is undoubtedly here to stay, and India is one of the largest contributors to the export of artists from this region,” says Rahul Balyan, Head of Music, Spotify India. “With Spotify, sounds from across the world have become easier to discover and share, and for the Indian diaspora, which happens to be the largest in the world, music is an integral part of how they stay connected to their roots. All our data indicates that film, as well as pop music, appeals the most to those listeners, and Indian artists performing at international music festivals is testament to the impact that they are making even beyond the diaspora.” 

For the best of South Asian music, stream Desi Hits. 

Listeners in Pakistan Turn to Sufi on Spotify for Spiritual Connection and Reflection During Ramzan

April 13, 2023

a photo of an artist staring at the camera with graphic illustrations around the photo that represent south asian heritage

In Pakistan, during the Holy Month of Ramadan—or Ramzan, as it’s called in the country—people alter their eating, drinking, praying, and even listening habits. During this time of reflection, we see a notable rise in one specific genre on Spotify: Sufi. 

Those who observe Ramzan appreciate the devotional qualities of the tracks, which are inspired by the works of Sufi poets. These lyrical pieces reflect the concept of being close with God, making them a compelling listen for those seeking audio of a more spiritual nature.

For the Record sat down with Spotify Senior Music Editor for Pakistan, Sri Lanka, and Bangladesh Rutaba Yaqub to learn more about Sufi listening in Pakistan during the Holy Month. 

In Pakistan, how do listening habits change during Ramzan?

About a week before Ramzan, we start seeing a slow uptick in tracks that are kind of devotional in nature, and then it takes over the charts once Ramzan begins. This content isn’t music, but rather Islamic and religious spoken word—sort of like a capella that may feature an instrument similar to a frame drum. This kind of devotional content is really popular in the beginning of Ramzan as people focus on fasting and reflecting.

And then, as the month progresses, we see people in the country start to stream Sufi music, which is more spiritual in nature. 

How would you describe the sounds of Sufi?

Sufism, in itself, is the concept of being super close to God by being close to yourself and to your spirit. It’s a way to connect with God. Many Sufis were also poets who wrote about their connection to God, how they achieved it, and what their journey was like to get to that point. The poems are very spiritual and have been adapted into musical songs by different artists.

A popular type of Sufi music is Qawwali. It features instruments like the tabla, which is a pair of hand drums, and a harmonium, which is similar to the accordion. When artists perform this music, they are always sitting on the ground. Usually it’s a group of people performing the vocals together.

Why do you think listeners in Pakistan are drawn to this genre during Ramzan? 

This genre is listened to year-round in Pakistan, but I think it becomes even more popular during Ramzan because listeners want to feel closer to God. Because the lyrics of Sufi tracks revolve around peace, finding contentment, and full trust in the divine power, these tracks have a very calming and uplifting effect.   

Are more mainstream artists dabbling in the Sufi genre?

Over the years, more mainstream Pakistani artists have released Sufi tracks for Ramzan because they know that’s the type of content their listeners are wanting during this time. Some popular artists include Atif Aslam, Ali Zafar, and Bilal Saeed. Their Sufi tracks are melodic and feature a lot of stringed instruments. It’s perfect for listeners who are searching for peaceful and calming music during this time.

Hear some top tracks from the genre in our playlist below.

South Asian Creators Share Their Sounds and Culture on Spotify

July 21, 2022

a graphic design of things native to south asian like a butterfly, elephant and lion

July 18 marked the start of South Asian Heritage Month, which celebrates the history and culture of eight countries in South Asia: Afghanistan, Bangladesh, Bhutan, India, Nepal, Pakistan, the Maldives, and Sri Lanka. This year marks a particularly monumental milestone: the 75th anniversary of India’s and Pakistan’s independence.

On Spotify, we’re using this occasion to celebrate the wide breadth of talent in and inspired by these countries. Through a revamped on-platform hub, listeners can find popular Desi playlists, exclusive playlist takeovers from noteworthy community members, a curation of podcasts from South Asian podcasters, and more.

To kick off the month, For the Record asked a collection of artists, podcasters, and creators about how their South Asian culture has influenced their work. 

 DIVINE, Indian hip-hop artist

DIVINE looking straight at the camera with his hands in a prayer gesture

“I feel like the spirit of South Asia, at its very core, is about hustling and overcoming circumstances where the odds are stacked against us. Throughout my career, I have tried to pen down lyrics that represent this very undying spirit. Musically, while I draw a lot of my influences from the West, I often try to pick up nuggets from more traditional South Asian music—whether it be interpolation of lyrics from an iconic Bollywood hit/film or picking up samples from classic Indian melodies. Music from film has been a shared heritage and a connecting thread for all of us who call South Asia our home or have roots going back here.”

Trisha Sakhuja-Walia, CEO and cofounder of Brown Girl Magazine 

Trisha Sakhuja Walia posting in front of the camera wearing a pink dress and holding pink roses

“Born out of the lack of minority representation in mainstream media, Brown Girl Magazine was created by and for South Asian women who believe in the power of storytelling as a vehicle for community building and empowerment. Over the past decade, we’ve continued to serve as an anchor for South Asians by remaining steadfast in publishing premium, multimedia content so that it uplifts, creates deeper understanding and connection, and cultivates meaningful dialogue in communities around the globe. It’s more important than ever before to continue telling our stories from our mouths so the next generation has a piece of our lives, hyphenated identity, and our blended cultures.”

Asim Azhar, Pakistani singer-songwriter

Asim Azhar standing in front of a car with its headlights on at night.

“I started doing music in 2012 because I felt like there was a void in our South Asian music scene where there wasn’t enough culture crossing. That was my main aim. What I do now is incorporate and try to blend Eastern sounds and instruments in my pop-oriented songs, which usually have a Western arrangement—whether it’s melodically or lyrically representing my South Asian culture. For instance, we added qawali in one of my really popular songs, and I feel like a lot of people resonated with it because it brought them back to their culture as soon as the chorus hit and the qawali started. I try my best to slip in South Asian themes and sounds in my music and make a modernized version out of it. Also, I’m really happy how it’s being done more often and so well in our side of the world now. We’ve come a long way, but a lot more to go!”

Hasan Raheem, Pakistani singer-songwriter

Hasan Raheem wearing sunglasses and posing in front of the camera

“I’ve grown up listening to South Asian music, so melodically I’ve been influenced and inspired by a lot of other artists and their songs without losing my own essence and originality. Sampling old classical songs and experimenting pop, R&B, hip-hop with those samples has been very helpful in setting the sound that I have now. Musically, I was inclined to incorporate the sounds of instruments such as shehnai, tabla, and sarangi in my songs, which are a huge part of Pakistani classical and North Indian music.”

 Raja Kumari, Indian American rapper 

Raja Kumari wearing sunglasses and posing in front of the camera in the desert

 “My South Asian heritage is integral to everything I do as an artist. Whether it be the sounds or visuals, my culture is just a part of who I am.”

Mumzy Stranger, British Bangladeshi rapper and producer

Mumzy Stranger wearing sunglasses and looking off in the distance standing in front of a palm tree

 

“As a British Bangladeshi, I have grown up listening to Western and Eastern music, especially Bollywood music. I have picked up instruments and melodies from South Asian culture and fused this with Western genres to create a unique sound, which I am championing currently.”

Ahsun Zafar, Brown History podcast

“It is important to me to use my platform to tell South Asian stories because not only does it provide a source of strength and self-love for other South Asians, an opportunity to build and fortify communities, and a medium to promote respect and empathy for each other, but it is also a support system that can provide us with courage and help us in the fight against any false narratives, racism, and different systems of oppression that we encounter in our lives.” Photo credit: Oumayma B. Tanfous

 

Find more voices to listen to and learn from on our South Asian Heritage Month hub.

Get To Know the Sounds of Ramadan Around the World

April 13, 2022

Ramadan is a month dedicated to spiritual rejuvenation, tranquility, and contemplation by those celebrating across the globe. Many Muslims come together with their families and communities for suhoor, the predawn meal, iftar, the post-sunset meal, and everything in between. For some, audio also plays a large role in setting the tone of the holiday. 

And just as Holy Month traditions play out differently in communities around the world, so does the audio people listen to for reflection or celebration. In the Arab world, observers will mostly play traditional instrumental nasheeds; Turkish celebrants may stream tracks from their favorite Ramadan television series; and in Indonesia, the top tracks played during Ramadan have a pop feel—all while guiding listeners to self-reflection.

Some tracks are universal—Lebanese Swedish R&B singer Maher Zain’s song “Ramadan – English version” is one of the most popular during Ramadan, with listeners tuning in from the United Arab Emirates, Egypt, Jordan, Australia, Canada, Germany, the U.K., and the U.S. last year. Depending on where you’re listening from, you can find plenty of options throughout the month on Spotify’s Ramadan destination. 

For the Record asked five of our music editors celebrating Ramadan around the world to share some of the themed playlists they curated during the Holy Month and what makes the playlists unique to their communities. 

Middle East and North Africa

Curation: Ramadan Series مسلسلات رمضان and Ramadan Spirit by Alaa Ismail and Naoufal El Amrani

What is one element or tradition during Ramadan that is unique to your market? 

The Holy Month is a rich and diverse experience. People across the Arab world are very disciplined in fasting and praying in Ramadan; they decorate their homes with Ramadan lanterns and organize iftar banquets for families. Arabs tend to listen to spiritual hymns (nasheeds), especially during fasting times. After iftar, family and friends gather to watch their favorite Ramadan series, and therefore Ramadan series songs have a distinctive mark during the Holy Month. Ramadan Spirit and Ramadan Series playlists are inspired by the culture, customs, and traditions of the region. 

What are some consistent themes behind the songs or artists you’ll program during Ramadan?

Ramadan is very special and has its own charm; it is like a guest who comes to the house once a year and is welcomed with pleasure. Reflecting the spirit of the month in our Ramadan playlists with relaxing, spiritual, and instrumental tunes is key to our curation process. 

Pakistan

Curation: South Asian Sufi by Rutaba Yaqub

What is one element or tradition during Ramadan that is unique to your market? 

Pakistan is a family- and community-oriented nation. And in the month of Ramadan that feeling of togetherness grows even stronger. Families spend more time together for suhoor, iftar, and in between. Pakistanis love to host big iftar feasts for their families as well as for the needy. Thousands of people are fed on the streets with langar (a communal free kitchen). 

How does that come through in the audio played during the month? 

Because of the busy nature of Ramadan and Pakistan being a majority Muslim nation, the consumption of music, specially in the first 10 days of Ramadan, drops significantly. Most of the consumption happens before suhoor. After the 10 days, audiences ease into consumption of music with more Sufi/devotional content, which is musical content of mystical nature. “Tajdar-e-Haram,” a track performed by Atif Aslam, jumps to the top of charts as soon as Ramadan starts. That’s a very clear indication of listeners’ inclination to Sufi content. 

Turkey 

Curations: Ramazan and İftar by Nazlı Yırtar

What is one element or tradition during Ramadan that is unique to your market? How does that come through in the audio played during the month? 

Gathering with family, neighbors around the iftar table; hosting visitors for big iftar dinners. Also the Ramadan-themed TV shows starting before iftar, where conversations around Ramadan are had and music reflecting the theme of the month is played between conversations. Our Ramazan and İftar playlists are definitely inspired by the music I used to hear on TV and radio during the Ramadans of my childhood.

What are some consistent themes behind the songs or artists you’ll program during Ramadan?

I try to reflect the calm spirit of the month in our Ramadan playlists with instrumental music or Turkish classical songs that would bring our users the experience around those feelings of peace and serenity.

Singapore and Malaysia

Curations: Penenang Hati, Satu, MendekatiNya, Lagu Raya, Salam Raya by Nurul Husniyah

What is one element or tradition during Ramadan that is unique to your market? How does that come through in the music played during the month? 

Ramadan is a time for connecting and reconnecting with loved ones, so one of the top priorities for most people is coming home to buka puasa or iftar with their families and to also spend time with their friends. Singapore saw the return of two really popular annual Ramadan bazaars at Geylang Serai and Kampong Glam after a two-year hiatus. Even though they are scaled down, these events definitely add festive cheer to this year’s celebrations. Raya (the South Asian way to address Eid al-Fitr) songs will also be soundtracking homes and bazaars as early as the first couple of days to the first week of Ramadan.

What are some consistent themes behind the audio or artists you’ll program during Ramadan?

Indonesian artist Opick’s “Ramadan Tiba” (Ramadan is here) and Anuar & Ellina’s “Suasana Di Hari Raya” both start showing up in our viral charts as early as the first day of Ramadan. You can find both of these on Lagu Raya, the quintessential playlist for familiar tracks that dominates the charts throughout the month of Ramadan leading up to Eid al-Fitr. 

Penenang Hati and Satu are usually updated weekly due to the steady stream of artists releasing Ramadan-themed and spiritual tracks throughout the month. Penenang Hati features tracks that are more mellow, and nasyid (nasheed) tracks as well. Satu features more modern-sounding and upbeat Islamic and spiritual tracks.

Indonesia 

Curations: Refleksi Diri, Ketupat Lebaran by Dyah Paramita Saraswati  

What is one element or tradition during Ramadan that is unique to your market? How does that come through in the audio played during the month? 

The unique element in Indonesia during Ramadan is people here usually hang out together or do something unusual in the evening while waiting for iftar. We call the activity “ngabuburit.” That is why Spotify in Indonesia launched a campaign titled #NgabuburitDiSpotify for the second year in a row! Since Ramadan is a big cultural moment in Indonesia, television and radio stations tend to play Islamic songs that are related to Ramadan. Also, some artists launch Ramadan-themed songs during this period, mainly around self-reflection. 

What are some consistent themes behind the audio or artists you’ll program during Ramadan?

For Refleksi Diri, on top of Islamic songs, I also program pop songs themed around wellness, self-reflection, and life contemplation. That is why one of the two music playlists I have programmed is named Refleksi Diri, which means self-reflection in English. As for Ketupat Lebaran, which loosely relates to “The Best of the Festival of Breaking Fast” in reference to the local delicacy ketupat that is served during this period, I program songs that are centered around the celebration of Lebaran or Eid (a period which marks the end of the month of fasting and celebrations over the control over one’s desires).

 

Stream one of the most popular songs during Ramadan—Lebanese Swedish R&B singer Maher Zain’s “Ramadan – English version.”