How Spotify is trying to connect with Rap and Trap cultureEnglish 

How Spotify is trying to connect with Rap and Trap culture

The platform has invested in creating some initiatives to promote artists of the genre

Spotify saw an urban scene represented by rap and trap as a way to invest in expanding touchpoints with the youth of Generation Z. The platform sees a 22% increase in Brazilian trap flows in 2022 as the no. continues to grow. Until May of this year, the sector registered an 11 percent growth.

Consumption is led by states such as São Paulo, Rio de Janeiro, Minas Gerais, Rio Grande do Sul and Paraná. But the style has also conquered listeners in the northern and northeastern states of the country, with growth in Amapa (29%), Para (26%), Piau (17%) and Amazonas (16%).

Today, the two editorial playlists of the genre, “Creme” and “Trapperz Brasil”, have more than 800 thousand followers and occupy the top 10 of the country’s platform.

To accompany the scene, Spotify invested in building some initiatives, sometimes on its own or with partners. “Through campaigns, special projects and collaborations with events such as Red Bull FrancaMente and the Cena 2k22 festival, the marketing strategy is also integrated with the discovery of new artists and the support of the trap and rap scene in Brazil, in addition to simple sponsorship,” says Spotify Brazil. Marketing Manager Ellen Rochan.

The goal, he says, is for the platform to be increasingly closer to artists and participate in collaborative creations “at different points in their careers.”

Some examples of these efforts are the marketing campaign with the artists of Festival Cena, the first in Brazil about the trap universe and sponsored by a platform created for social networks and home media. and the release of Lume by Filipe Retti, who became the first national trap artist to have an Enhanced Album, a project that offers a more immersive digital experience with audio and video content. Additionally, Radar, a global program that supports emerging artists on the platform, has tapped rappers NINA and Tiago Wei.

Ramalho: Generation Z has shown an exponential increase in rap and trope consumption (Photo: Disclosure)

“With initiatives to support urban culture in Brazil, we strengthen our position not only as the best partner for the country’s music artist community, but also to anticipate consumer trends and connect with different audiences, in this case Generation Z, which has; has shown exponential growth in rap and trap consumption,” explains Manuela Ramalho, head of marketing for Spotify Brazil.

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