Spotify Launches Global Cultures Initiative That “Promotes And Advances Culturally Diverse Music”

Spotify wants its users to expand their musical horizons. The goal of the new Global Cultures Initiative is for “playlists to be as eclectic as our palates” and encourage listeners to choose music the way they choose a restaurant: “Depending on the day, you may have a taste for Mexican, Chinese, or Italian cuisine.”

In a recent blog post on the Spotify site, research stated about 1 in 4 Spotify users around the world listen to music by artists from a culture (or country) different from their own. 

Spotify Global Cultures leader Rocio Guerrero said, “Why is food from other countries so embedded in our culture and yet music isn’t? Because streaming didn’t exist. But now it’s happening.” He adds, “We have launched numerous high-profile playlists and programs in the recent past but Global Cultures is poised to become one of the most important things we are doing as a leader in the field of streaming audio.”

Arab and African hubs will join already launched playlists devoted to Desi and Latino music, with playlists featuring “top songs, both old and new, from diasporic

communities around the world.”