Spotify Head of Music Alicia Sbrugnera talks Listen Local: Exclusive

With every cloud, there’s a silver lining. And the dark cloud that is the lockdown has presented a few solid-gold opportunities.  

As we gradually emerge from isolation, the artist community has retooled and reconnected with fans through streaming channels.

Today, Spotify is giving homegrown talent another push through Listen Local, a new microsite where Australian and New Zealand artists can connect their accounts or music fans can take a quiz which generates a personalised playlist of local artists.

It’s all part of Spotify’s commitment to music discovery, of “surfacing, supporting and encouraging streaming of homegrown creators,” reads a statement unveiling the project.

Spotify, which recently announced 286 million users worldwide with 130 million “paid” subscribers, has been actively reaching out and stepping up during the Coronavirus pandemic. 

The streaming giant recently launched its Spotify COVID-19 Music Relief fundraising platform and, separately, its Artist Fundraising Pick, a new feature which allows local artists to raise money via their Spotify artist profile, via GoFundMe and PayPal.me links.

The new initiative follows the launch last month of the Listen Local playlist, which shines a light on your new favourite act. 

TIO caught up with Alicia Sbrugnera, Head of Music at Spotify AUNZ, for a look under the hood of the streamer’s #ListenLocal launch.

Firstly, congrats. Would you say the effect COVID-19 has had on the artist community has inspired the Listen Local campaign?

At Spotify, we have a fundamental and ongoing commitment to supporting and representing local artists, and we are extremely proud that this has resulted in the discovery of some incredible talent. These artists have grown beyond their local borders and are truly global exports of Australia and New Zealand.

Local talent such as Tones And I and BENEE have catapulted onto the world stage whilst artists coming up in the local hip hop communities, like Youngn Lipz are starting to pick up international traction.

Listen Local is a fully coordinated movement that aims to continue to amplify and promote local music consumption ever further.

Spotify has made local talent a focus over the last few years. How will Listen Local feed into the overarching goal of Spotify?

Our core mission at Spotify is to unlock the potential of human creativity, by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.

Listen Local is just another way for us to launch innovative programs in Australia and New Zealand, support local and connect creators with audiences, both existing and new.

Last November Spotify Australia publicly disclosed its stance on allyship. Has the algorithm in Australia and New Zealand been updated to showcase more local music on popular playlists?

Spotify is passionate about supporting local talent, both emerging and established. We have dedicated local Editorial teams who have a strong understanding of local nuances.

Our Music Team supports Australian and New Zealand artists in playlists that are curated both locally and globally. Notably, our weekly Listen Local playlist, which features 30 songs handpicked by a different artist every week, reflects some of the best local talent.

What’s your favourite feature of the Listen Local campaign?

What I love most about our Listen Local campaign is that we have engaged the artist community to share their own personal favourites by local artists that they love, by taking over the weekly Listen Local playlist.

Through our microsite, Aussies and Kiwis can also generate a personalised playlist packed with Australian and New Zealand artists. This gives fans yet another platform where they can celebrate the local music they know and love – and maybe even discover new local gems along the way.

This article originally appeared on The Industry Observer, which is now part of The Music Network.