Becky G Among the Artists Featured as Part of Spotify’s Global Cultures Initiative & Global X Playlist

Becky G is going Global X

Spotify is urging listeners to “discover hits from around the world” with a new Global Cultures Initiative that “promotes and advances culturally diverse music,” with the 21-year-old Mexican American singer/rapper among the featured artists.

Becky G

About 1 in 4 Spotify users around the world listens to music by artists from a culture (or country) different from their own, according to a post on the Spotify blog about new content features that will include diverse international music playlists.

The post points to the initiative’s relevance in “an age where many communities and cultures live in countries far away from their homelands. For example, 15 million [people of Lebanese descent] live in Brazil—more than in Lebanon itself.”

A goal of the new initiative is for “playlists to be as eclectic as our palates” and encourage listeners choose music the way they choose a restaurant: “Depending on the day, you may have a taste for Mexican, Chinese, or Italian cuisine.”

“Why is food from other countries so embedded in our culture and yet music isn’t?” Spotify Global Cultures head Rocio Guerrero is quoted as saying. “Because streaming didn’t exist. But now it’s happening.”

“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,” Guerrero adds.

Arab and African hubs will join already launched playlists devoted to the Desi and LatinX music in the coming weeks, with playlists featuring “top songs, both old and new, from diasporic communities around the world.”

Following the huge success of “Despacito” and other international crossover hits, Spotify has also just launched a “Global X” playlist featuring more than 50 songs.

It currently includes collaborative tracks featuring Becky G, Major Lazor, J BalvinCardi B and other names found on the Billboard charts.

“The playlist speaks to the global nature and allure of music, featuring hits from L.A. to Lagos,” according to the Spotify blog post.

Spotify Enhanching Its ¡Viva Latino! Playlist with Exclusive, Original Content from Daddy Yankee & More

Spotify is upping it’s Latin Music game…

Spotify’s ¡Viva Latino! Playlist, which launched in 2014, has been connecting music lovers with some of the most established voices en el mundo Latino and giving a platform to emerging acts, all the while bridging cultural gaps regardless of language or origin.

Spotify x Daddy Yankee

But Spotify knows there’s more to music than just the finished product, and there’s more to an artist than what we hear on a single track. That’s why Spotify is upping the ante every Friday with a constantly refreshing playlist that brings fans even closer to their favorite Latin artists like J BalvinShakira or Daddy Yankee.

Starting this week, the new ¡Viva Latino! feed comes equipped with exclusive, original content, including videos from artists of all genres, behind-the-scenes tracks, and more.

According to Rocio Guerrero, head of global cultures at Spotify, the new enhanced playlist is poised to change the game, giving fans unparalleled access to the movers and shakers making a name for Latin music around the world.

“It’s a new playlist that we believe will take Latin culture to the next level. I don’t think there’s anything like it. It will have its own identity, original music videos and cover stories. We are relaunching [Viva Latino] with original music videos and audios. Every week we are going to have editorial content.”

Spotify isn’t stopping at behind-the-scenes exclusives, video premieres and original editorial content. They’re simultaneously introducing ¡Viva Latino! A Spotify Original Podcast, where every two weeks Latin music’s megastars contextualize their latest global hits charting on the Viva Latino playlist. The podcast is scheduled to feature luminaries like Jennifer LopezJesse & JoyBecky GBad BunnyCarlos Vives and Bomba Estéreo, among many others.

Guerrero looks no further than this year in Latin music as an indicator of the genre’s promising future in pop culture.

“The recent successes of Latin artists such as Luis Fonsi, Daddy Yankee and J Balvin have shown us that music today knows no geographic boundary or language. Latin music has truly become a universal language. We want to not only celebrate, but continue to foster that growth by bringing fans one step closer to their favorite Latin artists, while giving emerging artists a platform to reach new ears.”

To get things started properly, Spotify has recruited some of the biggest names in music to help celebrate their first week:

11/14: Daddy Yankee ft. Bad Bunny “Vuelve”
11/15: Bomba Estereo “Química”
11/16: J Balvin “Mi Gente”
11/17: Luis Fonsi’s new single featuring Demi Lovato.
11/18: Carlos Vives “Nuestro Secreto”
11/19: Anittas new single “Downtown” featuring J Balvin.

The new ¡Viva Latino! is available in the U.S. and Latin America on both mobile (iOS & Android) and desktop for free and premium users. Check it out here.

Daddy Yankee Becomes First Latino Artist to Lead Spotify’s Global Artist List

Daddy Yankee is the latest Spotify sensation…

The 40-year-old Puerto Rican rapper, known as the King of Reggaetón, has ousted Ed Sheeran from the No. 1 spot on Spotify to become the first Latino artist to lead the music platform.

Daddy Yankee

Daddy Yankee has hits that include “Gasolina,” ”Shaky Shaky” and “Despacito,” a song co-written with Luis Fonsi.

He’s surpassed 44,735,586 monthly listeners to reach the first global spot, Spotify announced on Sunday in an email sent to the Associated Press.

“Being the first Latin artist to reach #1 in Spotify marks a precedent not only for my career but for the industry in general,” Daddy Yankee, whose real name is Ramón Luis Ayala Rodríguez, said in an email. “The musical digital revolution has unified the world and this is the proof. We are all in the same boat with no labels or stereotypes.”

He recalled that when he started his career in 1992 in Puerto Rico, many didn’t believe he would last more than three years, much less that he would become an international sensation.

“But I never stopped,” he said. “I had to keep fighting. I had to make big sacrifices, to miss important moments with my family, to feel the prejudice of many people that didn’t open the doors for me.”

Rocio Guerrero, Spotify’s head of Latin culture, shows and editorial says: “Spotify has been supporting Latin music for many years, and this is the moment that shows our passion and love for the genre are equally supported by our audience. We are grateful for all of our artists, and specifically for Daddy Yankee’s influence in bringing global appreciation to Latin music.”

The remix to “Despacito,” featuring additional vocals by Justin Bieber, is No. 1 on Spotify’s global charts.

More than a decade after Daddy Yankee’s best-selling album Barrio Fino and the single “Gasolina” that made him a global star, the Latin Grammy winner is still one of the most influential and recognizable names in reggaeton.

“Today, this genre is the most listened to in the world,” Daddy Yankee said. “Thanks to all the fans and colleagues that gave me the opportunity to collaborate with them. We did it!”