Before proud LGBTQIA+ artists today, like Lil Nas X and Sam Smith, saw huge success in the music industry, they faced backlash and even cancelation for their sexuality and gender presentation, just like the artists before them, who helped pave the way for queer voices to be heard.
In an effort to celebrate and platform several LGBTQIA+ artists year-round, Spotify has debuted a playlist and strategy to uplift their careers. The company has already assembled teams to help with marketing, lyric writing, and more.
Continue reading to learn more about the highlighted artists, goals for the playlist, LQBTQIA+ visibility, and combatting performance activism.
Spotify Glow Playlist Cover Art. | Photo by Spotify.
GLOW Helps LGBTQIA+ Artists Shine
Luckily today, sexuality is celebrated, and many artists are proudly announcing their identity. Because of their openness, it has helped fans, and listeners feel seen. However, that doesn’t mean all obstacles have vanished for LGBTQIA+ artists everywhere. Here is what Spotify is doing to promote change and acceptance in music culture.
Combatting Performance Activism
It is no secret that some corporations like to profit off of performative activism under the guise of platforming LGBTQIA+ creators only when it’s “relevant” to them. For instance, many businesses only debut queer-coded commercials or items with LGBTQIA+ visibility during June. However, true impact will come from more than a holiday-like recognition. Spotify understands this and has employed many people who want to make a difference in how companies approach support for the LQBTQIA+ community.
Lisa Ritchey, who has worked on Spotify’s Pride campaign for the past three years, wanted to find a way to better serve the LGBTQIA+ community and the fan base. She did this by becoming a manager on the Artist Partnerships Team for GLOW, a group that finds new and creative ways to work together with artists to bolster their careers outside of just promoting their music on Spotify’s platform.
“I, along with the majority of the community, am very weary and skeptical of corporatized Pride. If a company is going to show up in June, they have to show up throughout the year. Where this program is amazing is that its sole purpose is to support the community on, and off-platform year-round.”
Lisa Ritchey, she/her, Manager, Artist Partnership Team
Spotify Artist Partnership Team Manager, Lisa Ritchey. | Photo by Spotify.
Cahleb Derry, an Associate Manager in Music Marketing, agrees saying, “We know that a lot of artists only get hit up in June during Pride to do campaigns. And then July 1st hits, and there’s no work to be found again.”
Get With The Playlist & Program
Looking to listen to the LGBTQIA+ community’s hottest talent from around the world? You can find the jams in the GLOW Spotify playlist, currently containing 82 songs and depicting the artist, producer, and social activist MOONGA K on the cover. Additionally, the playlist is available in 50+ markets, specifically Europe, India, Asia, Africa, North America, Latin America, the Nordics, and Southeast Asia. Furthermore, it will update monthly and amplify artists such as Sam Smith, Tove Lo, Arolo Parks, among others. The playlist currently has 82 songs, amounting to over 4 hours of listening. This month you can listen to “Unholy” by Sam Smith and “Flowers” by Miley Cyrus, among others.
Currently, Spotify is working closely with Bruses, Jean Seizure, Arlo Parks, Pabllo Vittar, Sam Smith, and Tove Lo, among others. Through the program, the artists have the opportunity to work with legendary songwriters jesse saint john, JHart, Ilsey, and INK; who have worked with the likes of Beyoncé, Miley Cyrus, Little Mix, Britney Spears, Lizzo, and many more huge artists. Additionally, Spotify will help with editorial and partnership capabilities and marketing support.
Listen To The GLOW Playlist Here
glow spotify
