Spotify is spicing up its users’ playlist with its new Global Culture Initiative, which plans to promote and advance culturally diverse music.
Rocio Guerrero, Head of Global Cultures at Spotify, called the initiative one of the most important things that the company has ever done.
“People are becoming more and more proud of their origins, and I think music might be one of the best ways to help them express that,” said Guerrero.
Spotify’s Global Culture Initiative features expertly curated playlists that feature songs from the Arab, African, Indian (Desi) and Latino diasporas.
“Diaspora people have different political views, different hobbies, different mindsets that come out in their music. But they’re still connected to their communities,” said Guerrero.
Spotify’s Desi and LatinX hubs are currently available and the Arab and African hubs will be ready in a few weeks.
Spotify is also launching GlobalX, a playlist of international and multicultural crossovers.
Guerrero said GlobalX represents a new era of music and that Spotify is bringing big changes.
“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,” said Guerrero.
According to Spotify, 1-4 users on its platform listens to music from a country they are not native to.