Spotify, the world’s leading audio streaming platform, has transformed the way Filipinos discover and engage with music over the past decade. The impact is undeniable—local music streams in the Philippines have surpassed 71 billion, an impressive fourfold increase in just the past five years. With the refreshed Pinoy Music Hub, featuring 50 editorial playlists, Spotify continues to revolutionize the Philippine music scene, placing Filipino artists front and center and cementing its role in shaping the country’s evolving musical landscape.
Speaking at the Spotify Lounge: Philippine Edition, Kossy Ng, Head of Music for Spotify Southeast Asia, emphasized the platform’s commitment to nurturing and growing the Pinoy music scene. “Pinoy music continues to reach new fans across genres and borders,” she said. “Spotify not only delivers an unparalleled, personalized music experience for listeners, but also serves as the platform for artists to grow their audience and build deep connections with their fans.”
Together with Billboard Philippines, this dedication to amplifying Filipino music was further celebrated at the Spotify Lounge, where artists and industry leaders came together to reflect on a decade of growth and collaboration.
A Platform That Propels Growth
Spotify has evolved into more than just a streaming service — it’s a platform that amplifies fan-driven music culture and accelerates artist discovery. With 75% of the songs on the Philippines’ Top 50 chart being local tracks, and Pinoy hip-hop experiencing a whopping 600% increase in global streams over the past five years, the numbers speak for themselves. Meanwhile, P-pop’s year-on-year growth on Spotify has soared by 138%, spotlighting the rise of this genre on both local and international stages.
The recent Spotiify Lounge event marked a significant moment for the industry, showcasing live performances from the nation’s most beloved artists like Ben&Ben and RADAR musicians Illest Morena and Maki. Ben&Ben, alongside Moira Dela Torre, were honored as decade definers — artists who have consistently delivered record-breaking hits, shaping the very fabric of OPM.
Reflecting on the past decade, Ben&Ben shared, “Spotify played a big role in spreading our music and reaching our audience. As a nine-piece band, each member has their own unique way of contributing to our sound. It’s important to let our music speak for us. Today, there’s an abundance of great music in the Philippine industry, and there’s truly something for everyone.”
Putting Filipino Artists at the Heart of the Industry
In collaboration with Billboard Philippines, Spotify has consistently celebrated Filipino artists by providing them a platform to shine. As Bret Jackson, Editor-in-Chief of Billboard Philippines, points out, “When we see Filipino music’s value, we give Filipino music value. The greatest impact we see in artists working with either Billboard or Spotify is that it allows them to find their audience and reach new ones. Through curated playlists, live music activations, music awards, and artist development programs, we continuously work to empower Filipino musicians.”
This philosophy is not only reflected in the vibrant Spotify billboards we see across major cities but also in the recently launched Billboard Philippines 100-page anniversary issue, featuring a special insert that highlights the compelling stories of Filipino artists in collaboration with Spotify for its 10th anniversary in the Philippines.
Featured on the cover, Moira Dela Torre and Ben&Ben have created songs that speak to a generation, while rising stars Maki and Hev Abi are setting the stage for the future. With streaming opening doors like never before, their music isn’t just heard — it’s felt. This issue delves into the inspiring journeys of the country’s top musicians, perfectly aligning with Spotify’s celebration of its commitment to championing OPM.
The Global Impact
From its humble beginnings to becoming a key driver of music streaming, Spotify has undeniably shaped the way Filipinos interact with music. Whether it’s the nostalgic OPM tracks that defined our teenage years or the rising P-pop and Pinoy hip-hop sounds that fuel today’s playlists, Spotify has been instrumental in turning these genres into cultural movements. As we look forward to the next decade, the platform’s role in championing Filipino music is bound to grow even more significant.
Spotify has solidified its place as a cornerstone of the local music scene, helping Filipino artists reach new heights and ensuring that their music continues to touch lives across the globe. With artists like Ben&Ben, Moira Dela Torre, and a wave of rising talents leading the charge, the future of Filipino music has never looked brighter. Here’s to another decade of innovation, celebration, and, most importantly, bringing Pinoy music to the forefront of the global stage.