In a bid to promote and showcase the rich cultural heritage of Indian classical music, Spotify, the music streaming giant, has introduced “Echo.” This new initiative by Spotify aims to highlight the significance of Indian classical instrumental music, which is widely consumed in India and around the world by people of all age groups. Recent data reveals that in the past 24 months, India’s classical music consumption on Spotify has witnessed a remarkable growth of nearly 500 percent.
Younger Listeners Driving the Trend
The surge in Indian classical music consumption on Spotify can be attributed largely to younger listeners. More than 45 percent of the Indian classical music listeners on Spotify are under the age of 25. This indicates the growing popularity of this genre among the youth and their increasing interest in exploring traditional Indian musical forms.
Spotify Echo Celebrates Indian Musical Instruments
To commemorate World Music Day, Spotify Echo introduces three new playlists that focus on iconic Indian musical instruments. Each playlist showcases a specific instrument and features renowned artists like flutist Naveen Kumar, tabla player and multi-percussionist Anuradha Pal, and sitar player Rishab Sharma. Through these playlists, Spotify aims to delve into the rich cultural heritage of each instrument, including conversations with artists and insights into the instrument’s legacy. This initiative serves the purpose of introducing Indian classical music to a new generation of listeners on the Spotify platform.
Desktop App Visual Facelift
In addition to the Echo initiative, Spotify has also announced a visual facelift for its desktop app. The new design brings the “Your library” and “Now playing” sections in line with the mobile app interface. This update enhances the user experience and provides a consistent look and feel across different devices.
Spotify’s Growing User Base
Spotify continues to witness substantial growth in its user base. In the first quarter (Q1) of the year, Spotify reported that half a billion people, or 515 million individuals, were using the platform on a monthly basis. This marked Spotify’s strongest quarter since its launch in 2018, demonstrating its popularity among music enthusiasts worldwide.
With its Echo initiative and the visual revamp of the desktop app, Spotify is actively contributing to the promotion and preservation of Indian classical music. By leveraging its platform and engaging with younger audiences, Spotify is not only facilitating the accessibility of this traditional genre but also ensuring its relevance and sustainability in the digital age.
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