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Spotify Is Making International Music A Bigger Priority

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The music streaming company wants to advance and promote more culturally diverse music, including music from the Arab, African, Indian and Latino diasporas
Jennifer Velez
GRAMMYs
Oct 3, 2018 - 6:09 pm

We live in a digitally connected world and our music should be as eclectic and available as what we're craving for lunch—whether it be Mexican, Italian or Chinese—Spotify argues. The streaming company's latest initiative is to not only spotlight more international artists on the platform, but to advance and promote more culturally diverse music, including music from the Arab, African, Indian and Latino diasporas.

The initiative emphasizes the people who live outside their homelands and continue to consume music from their culture. The Global Cultures initiative will feature expert-curated playlists with popular songs, new and old, from diasporic communities around the globe, beginning with some of the biggest diasporas around the world: Latino, Arab, African and Indian. Listeners can currently find the "LatinX" and "Desi" music "hubs" on Spotify. The Arab and African sections are coming soon.

"We have launched numerous high-profile playlists and programs in the recent past, but Global Cultures is poised to become one of the most important things we are doing as a leader in the field of streaming audio," said Spotify's Head of Global Cultures Rocio Guerrero in a blog post on the company's site.

While you can already browse artists from foreign countries on the streaming platform—as long as they have a profile—Guerrero, who is from Spain, wants to bring more attention to international music to the highly English-language, "American made" saturated top-ranked hits in the U.S.

Spotify is on to something. According to YouGov, an internet-based marking research and data analytics company, about half of Americans listen to music outside of the English language, with 52 percent of people saying that the music they listen to has lyrics in Spanish in it. At a global scale, Spotify states that 1 in 4 Spotify users around the world actively listen to an artist from outside their culture or country.

"Diaspora people have different political views, different hobbies, different mindsets that come out in their music," Guerrero said. "But they're still connected to their communities. People are becoming more and more proud of their origins, and I think music might be one of the best ways to help them express that."

FAKE LOVE- BTS

One of the best current examples of music breaking barriers regardless of language in and out of diasporas is K-pop's BTS. The South Korean band outlined how they feel when American audiences know the lyrics to every word of their songs during their visit to the GRAMMY Museum.

"We have a lot of foreign artists, American pop stars, coming to Korea, and Korean audiences will sing along, but it's very hard for them to sing along with all the lyrics and all the songs," BTS' Jungkook said. "So, when I see American audiences singing along to all of our songs, all of our lyrics, we can feel that they try really hard to learn our music, learn our lyrics, and we feel really thankful."

BTS is featured in Spotify's Global X playlist, which they have launched with the initiative. The playlist features international, multicultural crossovers and can be found under the pop category. Guerrero defined a crossover as "a mix of different genres, a mix of languages, or it could be a song like 'Despacito Remix' that crosses over to the rest of the world." Along with the playlist, is a vertical video for "Taki Taki," featuring Selena Gomez, Cardi B, Ozuna and DJ Snake. 

Other than BTS, the playlist currently also features Luis Fonsi, Becky G and Iranian-Danish rapper Sivas. Artists like these contribute to a "multicultural array set to inspire listeners around the world," the company wrote. The playlist will be regularly updated to expose listeners to new music overtime.

READ: Dua Lipa To Zedd: International Artists Takeover Lollapalooza

Stream the Global X playlist here:

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Waze Audio Player Will Give You More Music Options To Travel Safe With Sound

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The app known for its shortcuts and neighborhood routes is integrating music and radio apps, to make your commute easier and safer
Jennifer Velez
GRAMMYs
Oct 30, 2018 - 3:37 pm

Any driver that uses an app to get through rush hour traffic knows it can be a drag trying to get directions and find the one song that will get you through the drive. To ease the danger that can come while navigating between apps, Waze is collaborating with several audio apps to make driving easier and safer.

Waze is partnering with Pandora, Deezer, TuneIn, podcast platform Stitcher, NPR and Spotify, the first music app integrated into Waze. The Waze Audio Player will let users listen to music or podcasts without ever leaving the app by simply clicking a pink audio button on the main screen. A beta version has been has rolled out to testers and will be available for all Waze users Nov. 14.

Head of Global Partnerships at Waze, Adam Fried told Digital Music News that the integration would allow for an even better navigation experience.

"We're dedicated to giving our users the best possible experience in the car," said Fried. "Now we're able to make their drives even more enjoyable by seamlessly and safely delivering their favorite audio content while they're on the road."

Earlier this year, Google Maps also incorporated a music streaming function into its app. Google has owned Waze since 2013 yet still operates both as separate apps with somewhat different functionalities. To get started with Waze music streaming before the official rollout, you can join their Beta Community and follow  these instuctions  by Waze:

  1. Make sure you have the latest version of your 3rd party audio app of choice (Pandora, Deezer, iHeartRadio, NPR One, Scribd, Stitcher, Spotify or TuneIn) installed.
  2. Sync Waze and your 3rd party audio app (just once!). Simply tap the icon of your audio app in the Waze Audio Player and select connect.

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Music Festival AUS

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Australia's Pill Testing Debate Heats Up Following Music Festival Deaths

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Authorities have threatened to cancel future music fests in order to decrease accidental on-site deaths, but others say pill testing could do more
Jennifer Velez
GRAMMYs
Jan 2, 2019 - 1:19 pm

The conversation over whether pills should be tested at Australian music festivals is intensifying after two recent deaths.

A man died on Dec. 30 of a suspected overdose at the Lost Paradise music festival in New South Wales, and another man died on Jan 1. of a suspected drug overdose after attending the Beyond The Valley festival in Victoria.

Pill testing is one possible solution to the overdose deaths continuing to happen at music festivals in Australia, according to medical experts. But the option has been met with resistance.

Although the Australian Bureau Of Statistics can provide date on the number of people who have died from drug-related cases, the data does not show how many occurred "at large scale public events," according to the Sydney Morning Herald.

In 2016, there were 1,808 drug induced deaths in the country, according to the Australian Bureau Of Statistics. Illicit drugs increased that year, with the death rate from Psychostimulants quadrupling since 1999.

Authorities have threatened to cancel music festival events; the New South Wales Premier Gladys Berejiklian said she would do "everything we can" to shut down the Defqon.1 festival after two people died in Sept.

READ: Music Fans Traveled The World For Live Events In 2018

But some say shutting down festivals is not a realistic way of keeping people from taking illicit drugs and welcome pill testing as a way to decrease deaths.

In the past, Berejikian has had a zero tolerance stance on pill testing, stating: "Anyone who advocates pill testing is giving the green light to drugs. That is absolutely unacceptable."

But as other leaders in parts of Australia rule out pill testing at music festivals, following the recent deaths, the Premier is warming to the idea.

"If there was a way in which we could ensure that lives were saved through pill testing, we would consider it—but there is no evidence provided to the government on that," Berejiklian said, according to the Guardian.

READ: Hearing Clinics Help Make Summer Festivals Rock

The country held its first pill test trial at the Groovin the Moo festival in Canberra in April. Participants were able to provide a small sample of their pill(s) or powder to volunteers, who then analyzed the m in a mobile laboratory.

Former Australian Federal Police commissioner has said that the governments have to consider all available evidence to save people's lives, including pill testing.

"Pill testing is not a silver bullet, but it's a proven and positive way to help prevent this kind of tragedy, has majority support from Australians and must be at least trialed on a pilot basis —if it doesn't work, then stop it," Palmer told the Australian.

After the death of the man in New South Wales, Brisbane Water Police district commander Acting Superintendent Rod Peet said, "the best safety message is don't take drugs."

ABC Triple J conducted a survey of 11,000 young people that showed 55% have brought drugs to a festival and 83% would use pill testing, if available.

2019 Music Festival Preview: Noise Pop, Ultra & More

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Jimi Hendrix

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New Bill Seeks To Name Post Office In Washington State After Jimi Hendrix

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The bill is supported unanimously and proposes the post office on the street Hendrix grew up on be renamed in his honor
Jennifer Velez
GRAMMYs
Nov 27, 2018 - 5:38 pm

Legendary GRAMMY-nominated guitarist Jimi Hendrix's legacy lives on long after he's gone. Now, Rep. Adam Smith (D-WA) has introduced a bill that would bring his rock and roll spirit to a post office in his hometown of Renton, Wash.

If the bill passes, the post office located at 4301 Northeast 4th Street would be renamed to "James Marshall 'Jimi' Hendrix Post Office Building. Smith introduced Bill H.R.6628 in July, which has gained the support of all eight Washington representatives in Congress and has since moved on from its initial review by the House Committee On Oversight And Government Reform, according to Consequence Of Sound. The street, as the music site notes, is the one Hendrix grew up on. It is also close to the cemetery where he is buried.

"The Puget Sound region is home to a museum that showcases Hendrix's life and work, a park dedicated to his memory, and several memorials visited by thousands every year, " Smith said. "This designation will further honor this iconic artist and his Seattle roots."

READ: Jimi Hendrix's 'Electric Ladyland' Turns 50

The iconic guitarist's legacy lives on outside of Seattle too. In 2015, his 1966 Fender Stratocaster was one of the instruments featured in the GRAMMY Museum at L.A. Lives' Rare Guitar Exhibit. Hendrix's iconic interpretation of "The Star-Spangled Banner" during the 1969 Woodstock Festival earned him a GRAMMY nomination for Best Contemporary Instrumental Performance. 

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Giving Tuesday: The GRAMMY Museum Needs Your Help Supporting Music Education

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The GRAMMY Museum provides K-12 students the opportunity to dive deep into music with its programs and camp. This Giving Tuesday, the Museum is asking for your help to continue bringing these resources to them
Jennifer Velez
GRAMMYs
Nov 27, 2018 - 5:00 am

The GRAMMY Museum is home to one-of-a-kind music exhibitions and experiences that bring its visitors closer to the artists and music they love. On Giving Tuesday the museum is asking for your help to support the music education programs they provide, in order to continue bringing music access to students in and out of the classroom.

Throughout the year, the museum seeks to give underprivileged communities access to music education and prepare K-12 educators with resources to show the power of bringing music to the classroom. Over the next 24 hours, the GRAMMY Museum has set out to raise $50,000 to continue providing students with tools and resources they need to explore music education.

Past programs include a workshop on the how music has been a catalyst for change throughout wars, including the Civil War and World Wars I and II, as well as lyric writing workshops. The museum also offers tours for local schools and organizes a camp for young aspiring musicians in high school. These student-centered programs help support the museum's mission of using "music as a gateway to learning; inspiring and cultivating creativity, critical thinking and self-expression."

Teachers and parents have seen students positively engage with the programs. Larchmont Charter School teacher Dave DuMonde shared how excited his students were after their visit to the museum.

"They were fully inspired—a new passion has been sparked in our music program," DuMonde said. "I received a resounding response from parents saying how cool and unique of a trip it was. Thank you, thank you for accommodating our group of 5th and 6th graders!"

"As I looked around during the performance, the children were all engaged and paid close attention to the action on the stage," said one teacher who would like to remain anonymous. "In this day and age of budget cutbacks in the Arts Programs in our school systems, programs such as this are MUCH NEEDED."

According to the museum, a donation of $500  provides a whole class of students bus transportation for a visit to the museum in downtown Los Angeles. A visit to the museum deeply shaped Janet L. Jackson's daughter's musical aspirations.

"My daughter left the GRAMMY Museum after her first visit and declared she wanted to be a rock guitarist," Jackson said. "That year she got a guitar for Christmas and has been taking lessons ever since."

The GRAMMY Museum also puts on a GRAMMY Camp in which high school students learn more about careers in the music industry, including songwriting, audio engineering, music journalism, instrumental performance and more.

"Attending camp really pushed me to work harder and study more about production. I've just finished producing a five track EP, and I'm now learning about licensing, distribution, and advertising. I don't think any of this would have happened if I hadn't been given this opportunity and attended GRAMMY Camp," GRAMMY Camp alum Markus said.

For more information on how you can support the music education the GRAMMY Museum brings to students visit the GRAMMY Museum's donation page.

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