Spotify top9/14/2023 ![]() ![]() ![]() There is clearly plenty of crossover: at the time of writing the current hits from Olivia Rodrigo, Rauw Alejandro, Lil Nas X, Bad Bunny, Doja Cat and SZA, BTS, Dua Lipa, and Justin Bieber feature in the top 10 of both. But Spotify already has its Top 50 Global chart for that – which is effectively a playlist. It’s more: we’re telling the story of it in an outward way.”įrom the outside, curating a playlist promising the biggest current hits sounds like an easy job: get the data on the 50 top tracks slap them into a playlist job done. “Nothing is changing about the curation and what type of songs we include in the playlist as a virtue of this rebrand. That suggests the high stakes in making any changes to such a key playlist for a streaming service, although Monahan stressed that the revamp focused on external perceptions of Today’s Top Hits. The marketing team, the social team, branding creative, artist and label partnerships, personalisation, content promotion… Literally any department you can imagine at Spotify has gotten involved in this.” “The campaign has been a truly cross-functional collaborative effort across so many different teams at Spotify. “As our largest, most internationally representative global playlist, we identified the opportunity to position TTH as our global music brand,” said Monahan. Spotify’s head of global hits Ned Monahan talked to Music Ally ahead of the rebranding announcement, and we took the opportunity to pick his brains on how Today’s Top Hits is curated, and how Spotify balances inclusions between big stars and emerging artists.įirst, that rebrand. The streaming service has recently given it a rebrand, with a new design, increased use of the ‘TTH’ acronym, and a glossy video featuring Billie Eilish, Travis Scott, Dua Lipa, Bad Bunny and Blackpink. With more than 28.6 million followers, Today’s Top Hits is Spotify’s biggest playlist by some distance. It has generated more than 1.4bn hours of listening and 27.3bn streams to date according to Spotify, having playlisted more than 600 artists. ![]()
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