Then things went quiet, with reports suggesting that Rise might have been abandoned following the departure of Spotify’s global head of creator services Troy Carter. The plan was to support a new group of artists every quarter, with Lanco, Jorja Smith, Karol G and Rex Orange Country ( in April 2018) and King Princess, Joji and Lil Baby ( in October 2018) following. Then, in 2017, Spotify replaced Spotlight with a new program called Rise, which kicked off with Kim Petras, Lauv, Russell Dickerson and Trippie Redd. MØ and Foster the People were its first two global artists alongside Frankie Ballard and G-Eazy in the US, As Animals in France and Marteria in Germany. Back in 2014, the company launched a program called Spotlight, offering marketing and promotional support.
This is not the first time Spotify has tried this kind of initiative for emerging artists. Most of the artists chosen for Radar have monthly listeners in the low hundreds of thousands on Spotify, although some (like Young T + Bugsey with 2.9 million and Indonesian artist Mahen with 1.8m) have more. Other artists among the initial list of 36 include Young T + Bugsey from the UK Agnes Nunes from Brazil Dora, Aleesha, María José Llergo, Guitarricadelafuente and Paranoid 1966 from Spain and Fujii Kaze, Vaundy and Rina Sawayama from Japan (where the program will be called Early Noise rather than Radar). (Strangely, this is one of the few recent Spotify announcements not to mention podcasts, but you’d think there will be scope for those to be part of Radar too, at some point.) Those musicians will get slots on Spotify’s programmed playlists – including a dedicated ‘ On Our Radar’ playlist – as well as other types of marketing support and editorial content on the streaming service.įor example, Alaina Castillo is the first Radar artist in the US, and will get a documentary distributed through Spotify support with music videos a set of ‘Spotify Singles’ and will be part of an event called ‘A Colors Show’, in partnership with music firm Colors Studios. Actually, it’s 19 ‘sister’ programs across the world, which will feature 36 artists for 2020. Spotify is launching a new program called Radar to promote emerging artists.
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