Spotify Unveils Radar Punjabi & Fresh Finds Punjabi

EE News Desk Apr 19, 2024

As Punjabi music continues its global expansion on Spotify, the streaming service has introduced Radar Punjabi and Fresh Finds Punjabi, initiatives that are designed to promote emerging Punjabi talent. Radar is Spotify's worldwide program aimed at helping budding artists strengthen their relationships with both new and existing audiences globally. On the other hand, Fresh Finds is geared towards nurturing developing artists at the onset of their musical careers.

With the increasing prominence of non-film music, including tracks from independent artists and labels, Spotify recognises a significant opportunity to assist artists in expanding their fan bases not only in India but worldwide. Every month, the Radar program will highlight one Punjabi artist, and Fresh Finds will feature four. This month, Raf Saperra graces the cover of Radar Punjabi, and Fresh Finds Punjabi kicks off with Basant Kur.

Dhruvank Vaidya, Head of Music and Podcast, Spotify India said, “Punjabi music listeners are amongst those who spend the most amount of time on Spotify in India, and we have seen tremendous growth in the consumption of this language, year-on-year. With dedicated emerging artists programs for Punjabi artists, including Radar and Fresh Finds, our intent is to provide these artists with a platform, help them grow, and put a spotlight on Punjabi music.”

He added, “We’re also celebrating four years of Radar in India this year, and hope to enable more artists to find their audience and showcase their talent through this program.”

From its inception in 2020 to the present, Radar India has showcased 40 emerging artists, offering them playlist curation and marketing assistance. Over the past year, the program has facilitated 2.4 million new interactions between users and artists. In 2023 alone, the most popular artists on the playlist experienced an average increase in their listenership of more than 700 per cent on Spotify. Since its launch in 2021, Fresh Finds India has highlighted over 120 artists on its cover, and the playlist has included selections from more than 1500 additional artists.