Mexico City Has Been Chosen To Host The First Ever Spotify Music Awards And We Can’t Wait
A lot of people in Mexico City use Spotify which is why it made sense for the company to launch their new annual awards show there. The inaugural event will take place on March 5, 2020. Unlike other music award shows, where a select group of members decides the winners, the platform will allow fans to dictate the victors using streaming data — and it appears to be centered around Mexico and Latin America.
Having the awards show obviously will encourage users to stream their favorite artists more often but launching the show in Mexico City will cement the brand as one that can recognize the importance of musical audiences outside of the United States. The Spotify Awards will be aired live on TNT and will be aimed at Spanish-speakers in Latin America.
Mexico City is a Spotify City.
Spotify released a video to promote the award show and it is entirely in Spanish and filmed in Mexico.
“A multicultural mecca of nearly 22 million residents, the greater Mexico City metropolitan area is more populous than both the greater Los Angeles and greater New York City areas, respectively,” the streaming service declared.
According to Variety, Mexico City has the highest concentration of users in the world, more than any other city including New York, Paris, Chile, Santiago, and London. In 2018, Spotify declared the city the “streaming music capital” just five years after launching the service in Mexico.
“Mexico City has evolved in a few short years from being Spotify’s first-ever Latin American market, in 2013, to our largest listener base worldwide today. Since we launched in Mexico City, Spotify has opened international artists’ eyes to this global music epicenter as a place to expand their reach and connect with new audiences,” Spotify said 2018.
Artists appear to be flocking to Mexico City because they know they have a solid fanbase there.
The brand seems certain that Mexico City a trendsetting cultural mecca. It noted that the diverse population and their tastes made the city an epicenter for both established and new artists. The company noted the headliners for the 2018 Corona Capital music festival, like Imagine Dragons, Robbie Williams, and Nine Inch Nails, had their music streamed the most in Mexico City.
The devotion of chilangos, seems to be pulling in aspiring artists to the city to broaden their audience.
“We’re seeing a wave of touring artists, like genre-bending singer-songwriter Mon Laferte from Chile and alt-rock band Diamante Eléctrico from Colombia, flock to Mexico City to connect with fans and make their mark,” Spotify said.
Users don’t just decide the awards, they decide the categories.
Spotify has 248 million users worldwide, and the fate of their inaugural award show depends on them. At the Spotify Awards, user-generated data will determine the finalists, winners and the categories.
“Thanks to streaming and the true audience size of Mexico, users are in the front seat like never before. We decided to celebrate this by recognizing what users love based entirely on their listening. The Spotify Awards is all about this, giving everyone an opportunity to be part of the show,“ Mia Nygren, Spotify’s Managing Director for Latin America, said in a statement.
It will be interesting to see how this all plays out considering Latinx artists have been dominating streaming services for the last few years and Spotify included some of those genres in their press release.
“That’s right: your streaming choices — whether hip-hop or rock, reggaeton, band, or cumbia — matter,” they wrote. “Your plays, patterns, and habits will help determine the award categories, finalists, and winners, for the Spotify Awards by providing a true reflection of what fans are listening to.”
This could mean far more interesting categories that just “Best Rock” or “Best Rap” — Latinx streamers could possibly be establishing more diverse awards categories like “Best Reggaeton” or “Best Cumbia,” with their listening habits alone. Moreover, the show is airing in Spanish which has to mean that the Spotify Awards are going to look a whole lot different than the 2020 Grammy Awards, and perhaps even the 2019 Latin Grammy Awards, where many reggaeton artists felt snubbed. We’ll just have to find out on March 5.