(CelebrityAccess) – Spotify announced in a blog post late last week that it has launched something called the Global Cultures Initiative aimed at breaking more regionally popular artists globally.
The new initiative revolves around specifically curated playlists that combine globally recognized artists with artists that are popular within specific cultural communities. The idea is to help promote and advance culturally diverse music, surfacing hits from different countries around the world, and spotlighting popular songs that cross cultures.
Citing the global impact of a song like “Despacito,” Rocio Guerrero, Spotify Head of Global Cultures explained: “Now people listen to ‘Despacito’ whether they are Latino or not. We are going to do the same with other cultures. Initially, you will see a lot of pop mainstream crossovers in the playlist, and while the point is to bring to the surface new sounds, cultures, and languages, we need to do so slowly but surely.”
Guerrero added: “Once you’re in the playlist, you’ll see Arab songs, African songs, Latin songs, songs from a lot of cultures, which is awesome.”
Also part of the initiative is Spotify’s newly launched Global X playlist, which features international and multicultural crossovers.
“We have launched numerous high-profile playlists and programs in the recent past, but Global Cultures is poised to become one of the most important things we are doing as a leader in the field of streaming audio,” continued Guerrero.
“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. 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.”
The first song on the Global X playlist is Taki Taki, featuring Selena Gomez, Cardi B, Ozuna, and DJ Snake. The playlist will also feature songs like “Come Closer” from WizKid and Drake, which combines African artists with North American artists, as well as “Zooted” by French Montana, who is Moroccan, and Becky G, who is Mexican-American.