October 10, 2024 | 5:40pm
MANILA, Philippines — Music streaming platform Spotify is eyeing an even larger increase in the growth of Filipino artists following a stellar year-on-year progress.
Spotify Philippines recently marked its 10th anniversary by hosting the country’s first-ever Spotify Lounge last October 8 at the Samsung Hall in Taguig City.
Prior to the event proper, Spotify’s Head of Music for Southeast Asia Kossy Ng sat down with members of the media, including Philstar.com, to talk about the development of the platform in the past decade and how it has helped promote local musicians.
Ng presented a calendar of Spotify Philippines’ milestones over the years, including its launch in 2014, the introduction of 150 localized editorial playlists the following year, the “Spotify Jams: OPM Love Song” campaign and first “Holiday Singles” in 2018, and the nationwide hip-hop-driven “Kalye X” last year.
She noted that Filipino content increased globally, specifically four times as much in the last five years. She attributed it to acts like Moira Dela Torre and Up Dharma Down.
As a part of the platform’s RADAR Philippines effort, streams for P-pop group BINI grew by 500% since the Nation’s Girl Group joined the program in 2022.
In fact, Spotify Philippines’ Top 50 Charts is now 75% local after previously being dominated by international artists, though Ng confirmed that the Philippines is among the biggest markets for Taylor Swift and K-pop.
There has been a 600% increased in global daily streams from Filipino hip-hop artists in 2018 to 2023, and a 138% year-on-year growth for P-pop as driven by fandoms.
Filipino music even saw streams in different countries like the United States, the United Kingdom, Canada, Indonesia, Australia, Poland, Germany, Mexico, and Brazil. The Singapore-based Ng even quipped Zack Tabudlo made it to her wedding playlist.
Among the upcoming plans to further promote Filipino music on Spotify is a new Pinoy Music Hub, home to 50 playlists that drive culture and shape local moments trends.
Ng shared that the platform is aiming for an 80% increase in Filipino artist export globally year-on-year through more interactivity and diversity in consumption, fostering deeper artist-fan connections, and building a vibrant and dynamic music industry as a collective.
This includes planning for genre-specific events like “Kalye,” and for P-pop being open to partnering with local musical labels both leading and independent.
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