Spotify’s announcement that foreign-language music genres are progressively upending the dominance of English-language music has sent shockwaves across the globe. Plays of songs recorded in regional languages have increased dramatically, largely due to the influence of K-Pop, Afrobeats, Latin, and Indian music. Nearly half of the 66,000 musicians who earned at least $10,000 on the platform the year before were from non-English speaking countries.
According to Spotify’s Loud & Clear report, which also included the information, independent music is nearly overtaking major labels in terms of streaming revenue for the first time.
In an exclusive interview with the Riz Khan show, Bryan Johnson, Head of International Artists and Industry Partnerships at Spotify, disclosed that the company awarded a record $9 billion in royalties to rights holders last year. Johnson also praised the site for the growing range of music that it offers.
“Fans can easily connect with like-minded communities all over the world with the increasing freedom of choice that they now possess. Tastes are expanding and changing,” Johnson added. “In that sense, the globe seems more integrated, and the languages that are most in demand right now are Spanish, German, Portuguese, French, and Korean. Subsequently, there were significant increases in Hindi (growing by over 61 percent in 2023), Indonesian (growing by over 58 percent), and Punjabi (growing by over 57 percent).
Afrobeats, K-Pop and Reggaeton have been making significant inroads into the Western, English-language music market, challenging the long-held dominance of English-language pop music. According to Luminate’s 2023 Year-End Music Report, the share of English-language music consumed globally has declined by nearly 11% since 2021 among the top 10,000 most streamed songs. This trend is particularly evident in the United States, the world’s largest music streaming market.
The Rise of Afrobeats:
Afrobeats, a genre that blends West African musical styles with contemporary influences, has experienced a remarkable 26.2% growth in on-demand audio streaming activity in the United States. This surge in popularity is not limited to the US, as the report highlights Afrobeats’ strong performance in Europe, with Luxembourg, the Netherlands, the UK, France, and Portugal leading global streams of the genre.
K-Pop’s Global Reach:
K-Pop, the vibrant and highly choreographed music genre from South Korea, has found a dedicated fanbase outside of its traditional home region. The report reveals that K-Pop proved popular with music fans in Peru, Turkey, Bolivia, Romania, and Ecuador. This global appeal is further reflected in Spotify’s data, where the “Arab X” playlist, featuring global crossovers by or with Arab artists, has amassed over 133,000 followers.
Reggaeton’s Crossover Success:
Reggaeton, a genre that originated in Puerto Rico and fuses Latin and Caribbean rhythms with hip-hop and rap influences, has also made significant strides in the Western music market. The report notes that Regional Mexican music, which includes genres like corridos and norteño, saw a staggering 60% increase in U.S. on-demand audio streams. This growth aligns with demographic trends showing higher concentrations of Hispanic populations in the western and southwestern regions of the United States.
Generational Shift and Cultural Exploration:
The report highlights that Gen Z and Millennial listeners are driving the interest in non-English-language music, with 63% of Gen Z and 65% of Millennials agreeing that they “listen to new music to experience new cultures and perspectives.” This openness to exploring diverse musical genres and languages is facilitated by the accessibility of streaming platforms and social media, which have decentralized music consumption and discovery.
The rise of K-Pop, Afrobeats, and Reggaeton in the Western, English-language music market reflects a broader cultural shift towards embracing diverse musical expressions and a growing appreciation for non-English-language content. As streaming platforms continue to expand their global reach, the influence of these genres is likely to grow, further challenging the traditional dominance of English-language pop music.
