Spotify announces a program to ‘identify and break’ new music superstars

Spotify just announced a new program called RISE, intended to “identify and break the next wave of music superstars.”

The promises of the program are a little vague, but Spotify says its hand-picked artists will be aided with “multi-tiered marketing” and “editorial programming,” including social promotion, a special “mixed-media” RISE playlist, “bespoke” videos about their life stories, and some kind of platform-sponsored “experiential” events.

Reached for comment, a Spotify representative clarified that the experiential events will be similar to the Fan First events that the platform already organizes, using its data to identify an artist’s biggest fans and give them exclusive or early access to tickets. The mixed-media playlist will…

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