
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.
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
21/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/08/2026
Avid will unveil how it is transforming production to help media organizations unite content, agentic workflows, and business insights at IBC2026 (RAI Amsterda...
21/08/2026
New routing, modular processing, orchestration and monitoring capabilities bridge dedicated hardware and software-based processing as part of the Dynamic Media ...
21/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/08/2026
When hundreds of thousands of people gather to hear a single voice, there is no room for compromise. Every word must be delivered clearly, every wireless transm...
21/08/2026
Telestream, a global leader in media workflow technologies, today announced a strategic partnership with ScorePlay, the AI-powered media infrastructure that spo...
21/08/2026
NUGEN Audio announces the launch of its new Post Plan and Producer Plan, two flexible subscription offerings designed to give audio professionals short term acc...
21/08/2026
Join the Screen Currency 2026 Ask Me Anything (AMA) Online 20 August 2026
(L-R): Adrian Coates, Grainne Brunsdon, Deirdre Brennan, Rachael Perkins
Got questio...
21/08/2026
Beat The Lotto dives into the plot behind the 1980s National Lottery scandal
24 August 2026 at 9:35pm on RT One and RT Player
Beat The Lotto is the story o...
21/08/2026
The countdown to the most wonderful night of the year has officially begun!
Host Patrick Kielty is gearing up for another unforgettable Late Late Toy Show nig...
21/08/2026
Meet puppet duo Bellie and Whizz, who are about to explore all the big feelings ...
20/08/2026
From host-broadcaster and rightsholder support in June and July to MLS, NWSL, US...
20/08/2026
In-venue and creative video staffers at the professional and collegiate level ha...
20/08/2026
At IBC this year, Veritone (14.A56) is bringing two connected themes to the booth: architectural independence in enterprise AI, and the automation of the media ...
20/08/2026
Telestream and ScorePlay have announced a partnership combining Telestream's...
20/08/2026
The Grand Slam of Curling and Rock League have announced a three-year agreement with ESPN, bringing more than 300 hours of live curling coverage to U.S. audienc...
20/08/2026
Nielsen has announced a series of enhancements to its Big Data + Panel currency measurement methodology, taking effect August 31. The updates were developed in ...
20/08/2026
Net Insight has been selected by service provider Big Blue Marble (formerly ORS Group) to provide its Nimbra platform as the core media transport solution for a...
20/08/2026
The 2026 US Open will bring a series of free fan activations across New York City ahead of and during the tournament, which runs August 23-September 13.
We...
20/08/2026
Bridge Technologies will announce a transport stream (TS) playout feature for its VB330 and VB220 compressed monitoring probes at IBC2026 (Booth 1.A71).
The fe...
20/08/2026
ENCO will demonstrate solutions across captioning, translation, AI production tools, automation, and virtual production at IBC2026 (Stand 7.A34, Amsterdam RAI, ...
20/08/2026
MultiDyne Video and Fiber Optic Systems will demonstrate camera robotics and mot...
20/08/2026
Chyron will demonstrate news workflow solutions at IBC2026 (Stand 7.A23), marking the company's 60th anniversary. Highlights include updates to PRIME HTML, ...
20/08/2026
Spectrum SportsNet LA, the exclusive television home of the Los Angeles Dodgers, is now available to Spectrum customers in former Cox markets following the clos...
20/08/2026
swXtch.io will unveil expanded Global SRT Distribution and native multicast tran...
20/08/2026
Riedel Communications has announced that Transformation Church in the United States has deployed a communications system built around the Artist intercom ecosys...
20/08/2026
The bestselling author and longtime Apple observer explores how product launches...
20/08/2026
The Orlando Magic entered last season with a dramatically upgraded in-venue prod...
20/08/2026
Pacers Sports and Entertainment has announced a partnership with DAZN, making it the exclusive streaming home of Indiana Pacers basketball. A team-branded strea...
20/08/2026
Ratings Roundup is a rundown of recent ratings news and is derived from press re...
20/08/2026
The NHL has announced two major developments tied to its Germany growth strategy...
20/08/2026
Set up your own private remote collaboration infrastructure
SoundBridge have recently put together a tutorial video that provides users with a step-by-step ...
20/08/2026
New V-Control Pro features restore basic functionality
Neyrinck's V-Control software has long been keeping older Avid control surfaces compatible with n...
20/08/2026
TV, BritBox and Mammoth Screen have announced that filming is now underway on th...
20/08/2026
New York August 19, 2026 Nielsen today shared a number of key enhancements t...
20/08/2026
New Gracenote Data Hub analysis finds sports program titles up 31.2% and individ...
20/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
20/08/2026
At IBC, Profuz Digital will showcase at stand 8.A88 the SubtitleNEXT platform delivering innovative AI transcription integrations and stunning new features boos...
20/08/2026
Riedel Communications today announced that Transformation Church, one of the fastest-growing and most influential digital ministries in the United States, has d...
20/08/2026
QuickLink Showcases New 4K Capabilities Across StudioEdge and StudioCall at IBC ...