Sony Pixel Power calrec Sony

Spotify's 10-Year Journey Elevating Latin Creators

18/12/2023

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 m sica 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.
LINK: https://newsroom.spotify.com/2023-12-18/spotifys-10-year-journey-eleva...
See more stories from spotify

Most recent headlines

06/10/2025

France Tlvisions Wins Prestigious 2025 EBU Technology & Innovation Award in Groundbreaking Collaboration with Dalet

France T l visions, France's leading broadcaster, has received the 2025 EBU ...

04/09/2025

Monumental Sports & Entertainment and Dalet Win Prestigious 2025 NAB Show Project of the Year Award

Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...

04/07/2025

NESN Gives Red Sox-Reds Matchup a Retro Makeover

Watching live sports on TV these days is a delicate balance for broadcasters how much information is too much?...

04/07/2025

FCC Announces Tentative Agenda for July Open Meeting

WASHINGTON As Federal Communications Commission Chair Brendan Carr works to achieve his goal of a very busy, productive summer at the FCC, the agency has rele...

04/07/2025

Other World Computing Launches OWC Guardian USB-C Hardware-Encrypted Portable SSD

Other World Computing Launches OWC Guardian USB-C Hardware-Encrypted Portable SS...

04/07/2025

CANAL+ Brings MotoGP to Vision Pro with Blackmagic URSA Cine Immersive

CANAL Brings MotoGP to Vision Pro with Blackmagic URSA Cine Immersive Brie Clayton July 3, 2025 0 Comments Experience MotoGP like never before as CA...

03/07/2025

Introducing: New Carts

For our Vario-Jib, as well as for a repertoire of weights, we now have carts that make transport easier...

03/07/2025

Introducing: Slider Drive Unit

One of our latest innovations: Slider Drive Unit! Our Vario Slider not only comes with improvements and new features, but also with its own drive unit! Our i...

03/07/2025

Introducing: ARRI EVO 360

The 360 EVO lives up to its name: 360-degree rotation not only on the pan axis, but also on the roll axis, enables filmmakers to take their creative visions eve...

03/07/2025

Panther at BSC EXPO 2025

What a buzzing few days at BSCExpo in London! We were thrilled to connect with so many talented professionals from the world of cinematography. A huge thank ...

03/07/2025

"The whole rig had to be detachable mid-episode

ADOLESCENCE - Shot with Panther Tower"The whole rig had to be detachable mid-episode Netflix limited drama series Adolescence has been gaining attentio...

03/07/2025

Advanced Communication Systems Unleash a Tactical Advantage in Modern Combat Operations

To achieve a true level of decisive overmatch, communication systems must be as ...

03/07/2025

Paramount's Ray Hopkins Joins Broadcasters Foundation Board

The Broadcasters Foundation of America has named Ray Hopkins, president of U.S. distribution at Paramount Global, to its board of directors....

03/07/2025

FCC Chair Carr Lays Out Infrastructure Policy Agenda

SIOUX FALLS, S.D. In his first major policy speech, Federal Communications Commission chair Brendan Carr outlined his Build America Agenda for the agency'...

03/07/2025

TV Tech's Top NextGen TV Stories of 2025

As the industry is making a major push to transition to NextGen TV and develop new businesses that will fund the next generation of broadcasting, TV Tech's ...

03/07/2025

Netflix Rolls Out AV1 Film Grain Synthesis Streams for Film Content

Despite enabling its subscribers to watch films and TV shows in the highest possible resolution, Netflix has revealed it is taking things old school with the in...

03/07/2025

FCC's Gomez, Sen. Markey, Critics Blast Paramount-Trump Settlement

WASHINGTON In response to news that Paramount Global has agreed to pay $16 million to settle a lawsuit by President Donald Trump, Democrats and other administra...

03/07/2025

Riedel Communications Unveils RefSuite Sports Ecosystem

WUPPERTAL, Germany Riedel Communications today launched RefSuite for professional sports workflows....

03/07/2025

LYNX Technik Appoints New Executive Leadership Team

WEITERSTADT, Germany LYNX Technik, a provider of modular signal processing solutions, has announced that founder and longtime CEO Winfried Deckelmann is steppin...

03/07/2025

CTA, NCTA, LPTVBA Meet With FCC to Oppose NAB's ATSC 3.0 Petition

WASHINGTON Representatives from six trade groups representing tech, pay TV, broadband, LPTV and other sectors recently met with Federal Communications Commissio...

03/07/2025

Dan Whealy Acquires Heartland Video Systems

PLYMOUTH, Wis. Dan Whealy has acquired Heartland Video Systems and will be its new owner and president, the systems integrator said....

03/07/2025

Filmmaker Jay Holben Releases The Directors Guide to Ever...

Acclaimed filmmaker, educator, and industry veteran Jay Holben has released his most ambitious work to date: The Director's Guide to Everything a sweeping...

03/07/2025

Capturing the Moment - Pruski Photographs Dyke Day LA wit...

For Los Angeles-based photographer Scout Pruski, documenting the annual Dyke Day LA is a way to honor and give back to the city's legacy queer community and...

03/07/2025

New Reinvented Chimera V-Flat Panel Frame Kit

Modular, Travel-Ready Solution Matthews Studio Equipment launches the new Chimera V-Flat Panel Frame Kit, the lightweight and modular, ultra-durable alternativ...

03/07/2025

Dalet Flex LTS Release Elevates Content Workflows with Ne...

Dalet, a leading technology and service provider for media-rich organizations, today announced the release of Dalet Flex 2025.6 LTS (long-term support), introdu...

03/07/2025

Lightware launches LARA Wizard to help integrators simpli...

Lightware's LARA Wizard makes it quicker and easier than ever to set up audio-visual (AV) room automation and control configurations, ensuring anyone, from ...

03/07/2025

Alfalite obtains NCAGE and TAA certifications strengtheni...

Alfalite, the only European manufacturer of LED screens, has obtained both the NCAGE Code (NATO Commercial and Government Entity) and TAA (Trade Agreements Act)...

03/07/2025

WIN streamlines complex live production with nxtedition

nxtedition is implementing a new solution for WIN Network, based in its headquarters in Wollongong, New South Wales, Australia. The nxtedition integrated platfo...

03/07/2025

ORS Group and Insys Video Technologies unite under one br...

ORS Group and Insys Video Technologies today announce the launch of a new joint brand identity: Big Blue Marble. The move reflects the evolution of a long-stand...

03/07/2025

Evergent Proves Cross-Industry Power of AI for Japanese G...

Evergent, a global leader in customer lifecycle management and monetization solutions for subscription-based businesses, today announced the successful results ...

03/07/2025

LYNX Technik Appoints New Executive Leadership Team to Dr...

LYNX Technik, provider of modular signal processing solutions today announces an executive leadership transition, effective July 1, 2025. Markus Motzko has been...

03/07/2025

Chaos Releases V-Ray for Blender

Chaos Releases V-Ray for Blender Brie Clayton July 2, 2025 0 Comments Production-Proven Renderer V-Ray Arrives Natively in Blender for the First Time;...

03/07/2025

Calvin University Adds Blackmagic Replay to Broadcasts and Streams

Calvin University Adds Blackmagic Replay to Broadcasts and Streams Brie Clayton July 2, 2025 0 Comments Replay workflow joins 14 Blackmagic Design cam...

03/07/2025

Berklee's Gospel Performance Program Welcomes Jonathan Nelson as the Herb Alpert Visiting Artist

Berklee's Gospel Performance Program Welcomes Jonathan Nelson as the Herb Al...

03/07/2025

Centralized Cross-Platform Campaigns and Unified Sales Workflows with WO Fusion

In today's fragmented media landscape, advertisers expect more than just reach - they want seamless cross-platform campaigns that deliver measurable results...

03/07/2025

** MEDIA ALERT ** Shonen Jump Store Hosting Los Angeles Pop-up During Anime Expo 2025

** MEDIA ALERT ** Shonen Jump Store Hosting Los Angeles Pop-up During Anime Exp...

03/07/2025

Sky Arts Unveils New Mozart Season, Celebrating the Legacy of Classicals Greatest Maestro

Thursday 3 July 2025 David Harewood and Matthew Broome in Mozart: Genius for Hi...

03/07/2025

Sky announces 2025 Sky WNT Fund Recipients

The Sky WNT Fund supports Womens National Team players with a 30,000 bursaryThursday 3 July 2025 Sky Ireland has announced the four recipients of the 2025 Sky...

03/07/2025

GeForce NOW's 20 July Games Bring the Heat to the Cloud

The forecast this month is showing a 100% chance of epic gaming. Catch the scorching lineup of 20 titles coming to the cloud, which gamers can play whether indo...

02/07/2025

Release Rundown: What to Watch in July, From FOLKTALES to Oh, Hi!

Hege Wik and Odin appear in FOLKTALES by Heidi Ewing and Rachel Grady, an official selection of the 2025 Sundance Film Festival. Courtesy of Sundance Institut...

02/07/2025

IGUALADA Beats the Odds in the Ultimate Underdog Tale

(Stephen Lovekin/Shutterstock for Sundance Film Festival) By Patty Consolazio This one's for any person who's ever felt put down, left out, marginaliz...

02/07/2025

NAB 2025: Calrec expands ecosystem providing ultimate flexibility

Calrec expands ecosystem at NAB 2025 giving broadcasters access to dynamic workflows and ultimate flexibility Helping broadcasters meet the shifting needs of me...

02/07/2025

Paramount Settles Trump Lawsuit for $16 Million

NEW YORK Paramount Global has agreed to pay $16 million to settle a lawsuit by President Donald Trump, ending a long-running legal saga that could clear the way...

02/07/2025

FCC Approves Sale of Sinclair Stations to Rincon

WASHINGTON The Federal Communications Commission has approved the transfer of licenses for five TV stations from Sinclair to Rincon Broadcasting, which announce...

02/07/2025

TV Tech's Top Stories of 2025

As the media industry faces an uncertain business climate and rapidly changing consumer habits, TV Tech's most popular stories from the first six months of ...

02/07/2025

Average U.S. Home Now Has Two Smart TVs

PORTSMOUTH, N.H. New data shows that U.S. homes now own an average of two smart TVs, with Samsung and LG dominating the market but Roku and FireTV continue to g...

02/07/2025

Oaktree Acquires FilmRise

LOS ANGELES Funds managed by Oaktree Capital Management have acquired FilmRise, an independent digital streaming content distributor, and merged it with Shout! ...

02/07/2025

ATSC Names Luiz Fausto Vice President of Standards Development

WASHINGTON The Advanced Television Systems Committee named Luiz Fausto vice president of standards development, succeeding ATSC vice president Jerry Whitaker, w...

02/07/2025

Boston Conservatory and the Sphinx Organization Join Forces to Make Classical Education Accessible

Boston Conservatory and the Sphinx Organization Join Forces to Make Classical Ed...