Platform has invested in building some initiatives to boost artists of the genre
Spotify has seen in the urban scene, represented by rap and trap, a way to invest in expanding the points of contact with young people of generation Z. On the platform, there was a 22% increase in Brazilian trap streams throughout 2022, number that continues to grow. Until May of this year, the segment registered an 11% increase.
Consumption is led by states such as São Paulo, Rio de Janeiro, Minas Gerais, Rio Grande do Sul and Paraná. But the style has also conquered listeners from the North and Northeast states of the country, with growth in Amapá (29%), Pará (26%), Piauí (17%) and Amazonas (16%).
Today, two editorial playlists of the genre, “Creme” and “Trapperz Brasil”, have more than 800 thousand followers and occupy the top 10 of the platform in the country.
To accompany the scene, Spotify invested in the construction of some initiatives, sometimes its own or with partners. “Through campaigns, special projects and the partnership with events such as Red Bull FrancaMente and the Cena 2k22 Festival, the marketing strategy is also integrated with the discovery of new artists and the support of the trap and rap scene in Brazil, in addition to a simple sponsorship”, says Ellen Rocha, marketing manager at Spotify in Brazil.
The goal, according to her, is for the platform to be increasingly closer to artists and to participate in co-creations at “different moments in their careers”.
Some examples of these efforts are the marketing campaign with artists from Festival Cena, the first in Brazil about the trap universe and sponsored by the platform, created for social networks and out of home media; and the release of the album “Lume” by Filipe Ret, who became the first national trap artist to have an “Enhanced Album”, a project that offers a more immersive digital experience with audio and video content. Additionally, Radar, a global program to support up-and-coming artists on the platform, selected rappers NINA and Thiago Veigh.
“With initiatives to support urban culture in Brazil, we reinforce our position not only as the best partner for the music artist community in the country, but also in anticipating consumer trends and connecting with different audiences, in this case, Generation Z, which has shown an exponential growth in the consumption of rap and trap”, explains Manuela Ramalho, marketing leader at Spotify in Brazil.
