Spotify Loud and Clear Archives

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. ...

South African music is not just growing, it is scaling globally at a serious pace. New data from Spotify reveals that local artists generated over R504 million in royalties in 2025, marking a 28% increase year-on-year and nearly doubling earnings since 2023. Local Talent, Global Demand The numbers tell a clear story. South African artists are no longer just dominating locally, they are reaching audiences across the world. Nearly 74% of all royalties earned by local artists on Spotify in 2025 came from listeners outside South Africa, showing just how far the sound is travelling. At the same time, discovery is accelerating. South African artists were found by first-time listeners over 1.6 billion times, a 40% jump from 2024. The Rise of Independent Artists One of the most...

Tag: Spotify Loud and Clear

Spotify Shares the Blueprint for Creator Success at Johannesburg Sessions

South African Artists Earn Over R504 Million on Spotify in 2025