Following the launch of its Johannesburg space, Spotify used its Loud & Clear sessions to give artists and creators a clearer roadmap on how to build sustainable, global careers. From playlist pitching to AI transparency, the message was simple: success today is about strategy, ownership and authenticity.
The New Rules: Integrity Over Everything
One of the biggest shifts discussed was how Spotify is redefining credibility on the platform. Bryan Johnson, Head of Artist & Industry Partnerships, outlined a move away from the traditional “blue tick” toward a new verification system focused on real artistry.
To qualify, artists need consistent engagement, including at least 10,000 monthly listeners, alongside genuine activity like live performances or merchandise sales.
Importantly, AI-generated artists are currently excluded from verification, reinforcing the platform’s stance on human-led creativity. Spotify is also introducing features like AI Credits, allowing artists to disclose responsible AI use, and expanding SongDNA credits to properly recognise producers, songwriters and engineers.
Creative Control Is the Real Power Move
Beyond the platform, artists were encouraged to rethink how they create. Singer and songwriter Rolene emphasised the importance of self-sufficiency, urging artists to learn production tools like Ableton, Logic and Cubase. The goal is simple: own your sound before anyone else touches it. By developing ideas independently, artists can move faster, collaborate better and maintain control over their creative direction.
The Playlist Playbook Artists Needed
Breaking into Spotify’s editorial playlists remains one of the biggest drivers of discovery and the sessions made one thing clear: it is not luck, it is process.
Spotify editors Athandiwe Ntshinga and Benewaah Boateng shared key rules:
- Use Spotify for Artists and complete every detail when pitching
- Submit music at least two weeks before release
- Treat your pitch like a story, not just a song
These small steps can determine whether a track reaches global audiences or gets lost in the algorithm.
Building Beyond Music
The sessions also reflected Spotify’s broader vision for creators. From podcasts to audiobooks and live experiences, the platform is pushing artists to think beyond just streaming and build deeper audience connections. A mural by artist Yay Abe at the Johannesburg office served as a visual reminder of this cultural moment, celebrating African creativity in a bold, public way.
A More Inclusive Industry
The day closed with “The Honest Hour”, a conversation focused on supporting women in the music industry and creating a more inclusive ecosystem. It reinforced a key theme running through the sessions: growth means nothing if it is not sustainable and accessible.