Spotify has announced a new scheme that will focus on music from the Middle East, Africa, India and Latin America. It’s called the Global Cultures Initiative, which Spotify describes as “promoting and advancing culturally diverse music, surfacing hits from different countries around the world and spotlighting popular songs that cross cultures”.
There’s a new flagship playlist to go along with all this, called Global X, which will focus on collaborations and genre-crossover tracks from around the world. Spotify is certainly talking up the initiative. “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,” said Rocio Guerrero, head of global cultures at Spotify – a position created last August, with Guerrero having previously worked as Spotify’s head of Latin music culture, shows and editorial.
One point: the territories covered by the new initiative are also among the key expansion points for Spotify. While it’s available in Latin America and in one African country, South Africa, the rest of Africa, the Middle East and India remain on Spotify’s to-do list.