In the grand tradition of music and culture, the LGBTQIA+ community has long been a force to be reckoned with, shaping and influencing the world of music and entertainment. Recognising the power and influence of these creators, Spotify has announced GLOW, a new global music programme celebrating and amplifying LGBTQIA+ artists and creators.
GLOW is supported by an on- and off-platform ecosystem that Spotify says authentically represents and meaningfully includes LGBTQIA+ artists and users. The GLOW hub will serve as a dedicated space on Spotify to highlight audio offerings of LGBTQIA+ voices for queer listeners and allies. The Global flagship playlist, GLOW, will refresh monthly and highlight tracks by LGBTQIA+ artists, and throughout the year the brand says they’ll amplify 11 artists from around the world within the GLOW hub, on billboards across the US, and in even more ways. There is also a 360 programme that provides editorial and partnership capabilities, marketing support, and charitable giving to organisations like QORDS, Astrea, Black Trans Femmes In The Arts, ChamberQueer, Allgo, It Gets Better, Youth Music, and Casa Chama.
At launch, Spotify will be working with 11 amazing artists: Bruses, Jean Seizure, Leland, Liniker, Natalia Lacunza, Arlo Parks, Joesef, Pabllo Vittar, Sam Smith, Tove Lo, and Villano Antillano. GLOW will be available in 50+ markets across Europe, India, Asia, Africa, North America, Latin America, the Nordics, and Southeast Asia. To launch, the streaming service is hosting LGBTQIA+ artists and songwriters at the Spotify At Mateo office in LA, including Jesse Saint John, JHart, Ilsey, and INK, who will participate in three days of writing sessions aimed at celebrating and inspiring collaboration among creators in the LGBTQIA+ community.
GLOW is supported by Spotify’s Creator Equity Fund as the “latest part of our ongoing commitment to fostering equity in the audio space. By providing equitable resources to queer artists on a global level, GLOW is another way we’re working to create greater equity, empathy, and representation for the LGBTQIA+ community.”
Spotify says that they have worked closely with partners at GLAAD and others to ensure that GLOW best represents LGBTQIA+ artists and listeners in authentic and meaningful ways. The streaming brand says that they are committed to using their platform to elevate, uplift, and spotlight voices that have been historically marginalised. As a member of the LGBTQIA+ community, until Spotify does meaningful work to not allow people like Joe Rogan to spread misinformation and disinformation, as well as transphobic statements which puts people from the LGBTQIA+ community in danger, on his Spotify exclusive podcast, this move while welcome is more a PR distraction stunt than anything that will bring true value and change.
