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Ten years ago, Spotify launched in Italy and Poland, embarking on an effort to reach out to local creative talent and communities through Spotify’s programs, festivals and events. Since then, creators in both markets have seen a significant increase in local and international listener numbers.whether it robe and moonlight Italy or Marissa and Sarah James In Poland, artists from both markets represent their homeland on the local and world stage. And I can’t help but raise my glass to a decade of solid performance.
As local music grows, so does the appetite for talk. Since we launched our podcasts in Italy in 2015, the number of creator-made shows in the market has increased by an average of 20% year-over-year. Over 50,000 titles are available today, including hits like: wild moss, essentialand urban demons.
To celebrate this milestone birthday in Poland and Italy, for the record caught up with Melanie ParejoSpotify’s Head of Music for Southern and Eastern Europe, and Mateus SmolkaSpotify Music Team Leads for Eastern and Southern Europe and Eastern Europe discuss the hits, hot trends and growth experienced in both markets over the past decade.
Italy
When Spotify Italy launched in 2013, the platform had 26,000 Italian artists with 180 million streams worldwide. How have you seen their numbers grow?
Melanie Parejo: Italy has always had a strong love for local talent, and with 196,000 Italian artists available on Spotify as of 2022, the strength of local music in the Italian market is evident. In terms of global listener numbers, in his first five years on the market, the Italian artist has had 800% more plays on his Spotify editorial playlists outside Italy than he did at launch. Ten years later, that number has increased to 1,000% of hers, with Måneskin being the largest export.
What are Spotify Italy’s biggest musical achievements in the last decade?
24 Italian Artists Participate Spotify’s RADAR program Since its launch in 2020. Swing, Rondo Dasosaand Aries BLANCO CONTINUES TO WIN, WITH STRONG GROWTH ON PLATFORMS Last year’s San Remo Festival Breaking the Italian record for most streamed song in a day, Mahmoud.
Emerging artists included in RADAR have also found great mainstream success.Mr. Rhove who appeared RADAR Global Artist, is the second most streamed song in Italy in 2022, with “Shakerando“
By genre, what are the most exciting changes in Italian music since 2013?
Looking at the younger generation’s streaming habits, they have a more fluid relationship with the genre. They don’t often stick to one genre and dedicate themselves to identifying with it. Instead, they are seen streaming songs that span different eras and styles.
That said, Italians’ overall musical tastes have evolved considerably over the years.In 2013, rock was the most streamed genre in Italy, with Italian rap not even making the top 10. bottom. But in 2022, Italian rap was the most streamed genre in Italy. When it comes to rap from other countries, quite a few Generation Z artists have shifted their main point of reference from the US to the UK and France. They tend to blend language and culture into their songs, drawing on identity and culture in more ways than when rap first broke here in 2016.
Summer hits have always been an integral part of Italian music consumption, but in recent years we have found the sound to be more diverse. Latin-influenced pop tracks with summer-related clichés), it was a melting pot of sounds, artists and moods.from the swing fedes To capo square For Rhove, what we saw and heard in the last year was a creative freedom we weren’t used to.
Spotify Italy was first launched at the Festival di Sanremo. What impact will this festival have on Spotify?
Spotify truly coexists with Sanremo. As the lights go out after the final day of the festival, the Italian keeps in the San Remo spirit by listening to her favorite tunes on her Spotify. This year was a great example of that. San Remo 2023 The playlist is the 2nd most streamed playlist in the world in a single week. Locally, Sanremo’s songs dominated the Italian Top 10 and Top 20 charts for the duration of the festival, while her six songs from the festival made it onto the global debut song his charts.
Poland
Ten years after Spotify Poland launched, how have Polish music tastes changed?
Mateusz Smolka: A lot! When we launched our service in Poland, the top 10 Polish artists were international artists. There were only five Polish artists on the entire Top 100 list that year. Looking back, until around 2017, international artists occupied the top three spots. But 2018 saw the rise of Polish artists. Octopus Hemingway and Kebonafide collaboration, taconafideand David Poziadwo took the top spot. Since then, the Polish artist has made it into the top 10 every year, and in 2022 her 76 Polish songs will be in the local top 100.
The number of streams of Polish artists on Spotify’s editorial playlists outside of Poland has also increased by over 700% over the past decade. for example, Rnbstylerz has over 2.8 million monthly listeners, mostly from Germany, the US and Mexico.and cats and dogsis part of glowhas a major chunk of listeners from the US and UK tribus has over 2 million monthly listeners and works with producers around the world to reach listeners in Brazil and Germany.
In your opinion, what is Spotify Poland’s biggest achievement in the music field?
Spotify’s RADAR program will launch in Poland in 2021 and has since joined 15 local artists.The program has seen talents such as Zaria and Julia stone As well as incremental growth on the platform, peak and odd number spring Nominated for the 2022 Fryderyk Awards.
Spotify’s EQUAL program will also launch in Poland in 2021. Youngest ever EQUAL Ambassador This program and the first Polish artist to become a global ambassador.artists such as Casca Sochaca and Luna Since joining, there has been notable growth on the platform, with LUNA more than tripling their monthly listeners in the months they joined the program.
moreover, fresh discovery has been on the market for a year and has helped many independent Polish artists take the next step in their careers. It’s also proven to be a way to identify the next big talent.
What are the most surprising listener trends in Poland?
In 2013, international rock bands were the most streamed, but Polish rap and hip-hop now dominate, as evidenced by the popularity of local hip-hop flagship playlists. rap generation, Since its release, it has been the number one playlist in Poland every year.
When it comes to the younger generation, we know that they choose music according to their mood and the world they live in. They don’t really care when a song was made or what genre it is. They approach music more fluidly.
Celebrate Spotify’s 10th anniversary in Italy and Poland by listening to our Anniversary playlist.
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