'We're creating a global brand': Spotify launches Afro Hub

'We're creating a global brand': Spotify launches Afro Hub

Despite its absence in some key territories, Spotify has global ambitions - and now its backing of culturally diverse music is driving that plan for streaming domination.

The Global Cultures initiative, which raises the profile of international music, has now launched a new Afro Hub. The streaming giant’s Global Cultures editorial team has already initiated Latin and Desi (India, Pakistan, Bangladesh) hubs.

Afro Hub will include multiple tiers of content featuring news, podcasts and playlists, including African Heat (Top Hits), Peppeh (Early Bets), Gold Mine (Classics) and We Everywhere (X-Overs/Diaspora Hits). Other playlists will highlight the continent’s best tracks by region.

The hub will also offer playlist takeovers from artists like Major Lazer, Wizkid, Jacob Banks, Burna Boy and Bas & Mereba. It’s an opportunity for Spotify to further tap into the Afrobeat genre.

Spotify has also unveiled Global X, a new playlist of international and multicultural crossovers under the Pop category.

Rocio Guerrero, head of global cultures at Spotify, said: "Global X is the sound of a new era: rhythmic crossover hits from all cultures around the world, all in one place. We’re creating a global brand that's going to represent hits from all countries around the world.”


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