Spotify has launched RISE, a program "designed to identify and break the next wave of music superstars." Two common denominators underpinning he first four artists chosen are a decidedly DIY/indie ethos and a smart use of social media to build a committed fanbase.
Spotify's new RISE emerging artist program hopes harness the cultural influence of its 140 million users to launch new artists through a combination of multi-tiered marketing and editorial programming on Spotify.
RISE includes on platform, mobile, digital and social promotion in addition to special, mixed-media RISE playlists. In the coming months, Spotify will a,lso create one-of-a-kind experiential events for each RISE artist and release audio and video that tells the story behind each artist.
Spotify is launching RISE with four diverse artists; transgender pop-sensation Kim Petras, pop/rock artist Lauv; country singer Russell Dickerson and hip hop artist Trippie Redd.
Launching in the U.S, Canada and the U.K., the program will add 4 new artists every few months, supporting a total of 16 emerging artists per year. Delta Air Lines is also supporting Rise on aircraft seatbacks through their Delta Artist Spotlight program.
“Spotify is committed to supporting the careers of artists of every level, including the next generation of global superstars” said Troy Carter, Spotify’s Global Head of Creator Services. “RISE is a powerful platform and an investment towards the future of emerging artists and the fans who discovered them first.”