Spotify’s much-heralded 2018 program to elevate music from outside of Western markets suddenly changed direction, leading to confusion
“Global Cultures Initiative,” hoping to increase intercontinental musical exchange, and, ideally, transform more local non-Western hits into global phenomena. “We have launched numerous high-profile playlists and programs in the recent past,” Rocio Guerrero, then Head of Global Cultures at Spotify, said
Playlists like Dancehall Official and African Heat have been untouched for 13 days in a row — just one song was added to African Heat on Wednesday — while Desi Hits has also languished for 11 days. Others worried that Spotify’s shift was indicative of the platform’s lack of concern about several styles of international music.Julian Jones Griffith, who manages multiple Jamaican dancehall acts.
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