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Anthony VasquezSpotify’s chief Latin editor for the US, is the mastermind behind Fuego. for the record Chat with Antonio to learn more about playlists and this groundbreaking collaboration opportunity.
What does it mean for Spotify to open up the experience to fans and introduce new types of collaboration?
Creating space for playlist innovation is Fuego’s ultimate mission. Last year, we decided to break the traditional playlist mold by introducing Fuego Mixtapes, the weekly heartbeat of Latino youth culture.
This time, we’re launching the next step in Fuego’s evolution: interactivity. We believe music plays a big role in how people experience music, and making them feel part of Fuego is important to us.
With a growing need for self-expression, especially among younger viewers, we wanted Fuego to be a place where they could speak up and explore their creativity and taste.
Finally, we are about to build the first community playlistlets fans, cultural influencers, and Spotify editors talk to each other, engage, and share common interests. All of this is done by Fuego.
How is the Fuego playlist curation process going?
We follow a simple Fuego recipe. This is also what users asked us to consider when submitting mixtapes on our microsite.
It consists of:
- Short and easy track list (20-25 songs)
- Variety of artists old and new, classic and fresh
- Various Latin genres, from reggaeton to electronic to trap — always showcasing the range of Latin music
- Vision—Bringing curation and theme together
We use this recipe every week to make sure we get something unique and different each time to surprise and delight our listeners.
What are some of the factors that keep your mixtapes fresh?
The idea to refresh the entire playlist came from the insight that thousands of people return to their favorite editorial playlists each week. To reward that loyalty, we wanted to give you an experience that lets you discover a whole new set of songs every time.
The richness of Latin music allows us to perform different genres and themes each week. Most of the mixtapes contain rhythmic and urban elements, but they also explore fusion with Latin electronic, indie, and most recently, Musica and his Mexicana. These receptions have been excellent.
Staying up to date with new releases and great music is an important part of your job. What role do fans play in this?
As music editors, it’s our job to keep up to date with the latest trends in Latin culture. Not only do we sift through tons of new releases each week, we’re also rediscovering catalog music that resurfaces and creates new connections with music fans.
Since launching the Fuego Mixtapes campaign and microsite a few weeks ago, the response has been overwhelming, with thousands of submissions. This allowed us to discover songs and up-and-coming artists we hadn’t heard before. That’s why it’s important to involve users in the conversation. There are some incredible trend makers out there!
What first inspired Fuego? Did you hear that games played a role?
We wanted to create a playlist brand that would allow Spotify to innovate and think outside the box.So the short form, weekly updates, and Archived content that users can return toWe also wanted to add a new layer of interactivity (users and guest curators).
The people in the gaming industry are absolute pros at building communities of the most passionate fans. From the creation of , to the way we roll out new features and content to our playlists, Fuego was a huge inspiration.
What opportunities does Fuego offer brands that other types of playlists may not offer?
Fuego resonates strongly with the younger Gen Z audience, a segment many brands are always trying to grasp. The playlist’s branding and positioning is unpredictable as it seeks to deliver novel experiences.
I’m not afraid to fail, even if things don’t go my way. Because that’s how we will continue to push the boundaries of future playlists. Brands can tap into Fuego for cool ideas that other, more rigid, established playlists can’t enjoy.
Check out the Fuego playlist for new takeovers debuting each week.
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