Spotify empowering Pinoy creators

I always get a big kick out of checking the daily Spotify hit list. I’ve been covering the music business for many years and one of my dreams back then was to find a local chart dominated by Filipino artists, not foreign acts.

This finally happened about five or six years ago when I saw Moira dela Torre, the harana boys Zack Tabudlo, Arthur Nery and others leaving the foreigners on the wayside. And with Dionela, Bini and Hev Abi on top these days, it has been so ever since.

Gustav Back, managing director for Spotify SEA (Southeast Asia), said that the present ratio between foreign and local acts as far as streaming is concerned is 75 percent to 25 percent in favor of the Pinoys. That is quite a number not to mention the fact that our artists also most of the time occupy the top rungs.

Back, who like Spotify comes from Sweden, wants it to stay that way. He was in town a few weeks ago to meet and greet our artists and to hand out Spotify S trophies to the most streamed music. The task was a happy one.

“We at Spotify are very proud of how we have been able to help put Filipino music in the charts,” he said.

In fact, he said Spotify has come up with a lot of ways to keep Pinoys busy creating big streamers and enjoying the experience.

Spotify is an audio and media streaming platform established in 2006. That was a downtime for the music industry with piracy at an all-time high. Spotify offered a legit alternative to the peer to peer sharing of content that was popular during the late ‘90s and a way to make music more accessible to everybody.

It was music available in a convenient manner. On demand and anywhere you are with a wifi. No more players. No talkative DJs. No skipping cuts in an LP. It was just the music you like when you want it. Aside from that Spotify also royalties to copyright owners.

Spotify is now the largest provider of music all over the world. It is home to over a hundred million music tracks. It has also branched out to podcasts and now has six million podcast shows. And in the near future, there will be videos, movies, games and even DJs to simulate old-time radio shows.

Back mentioned several ways by which artists and content creators can take advantage of what Spotify has to offer.  “Spotify champions hyperlocal genres,” he says.

“We make it easy for artists to pitch their music to listeners. We have data available so they will know how their music is doing. We give them the opportunity to connect with fans and even sell merchandise.

“Now that the podcast market is growing fast, Spotify has creator tools available for podcasters who need to create, manage and grow shows. We have also introduced interaction among artists through master classes and creative partnerships.”

And then there is RADAR, which I think, up and coming talents should aspire to get into. “RADAR is Spotify’s commitment and partnership with emerging artists to grow their careers and cross borders. It is the global home for what’s next and what’s new in sound, uplifting rising artists as they expand their global reach.”

Take a look at the names which entered RADAR last year. I am sure that Spotify must be very proud that they are all doing very well in their careers. Maki, Cup of Joe, Dionela, Hev Abi, Illest Morena, Jason Dhakal, Denise Julia, dwta, Ysanygo and BINI. The only hitch I see here is that the artists are recommended by labels they are signed with.  This puts the indies at a disadvantage.

Of course, while empowering creators of all types Spotify also makes sure that it is the go-to place for listeners.  Why not? It has all sorts of playlists available — from my favorite Daily Chart to the Viral50 to Rap Caviar to Discover Weekly, etc., etc.