Spotify, which now has 248 million monthly active users and 113 million paying subscribers, is taking its dominance to a new level by announcing a music awards show exclusively honoring music streaming artists.
Of course, music awards programs are nothing new to the entertainment business. There are nearly one hundred of them. But, Spotify is the very first to launch a music awards show recognizing music streaming artists for achievement based solely on user-generated data.
The Billboard Music Awards selects finalists based on a combination of album and digital songs sales, streaming, radio airplay, touring, and social engagement, while Grammy Awards winners are selected by voting members of the National Academy of Recording Arts and Sciences.
South Korea’s largest music streaming service, Melon, holds an annual awards ceremony called the Melon Music Awards. Launched in 2009, the program calculates digital sales and online votes to judge the winners.
Spotify called the Spotify Awards “a true reflection of what fans are listening to” in its announcement this week.
“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,” Spotify said in announcing the program. “You can get excited for an awards ceremony that actually speaks to what the people are streaming.”
Spotify made the announcement less than 24 hours after the 2020 Grammy Awards nominees were announced.
The first Spotify Awards will be held next March in Mexico City. The service has teamed with WarnerMedia’s Turner Latin America division to broadcast the show live on March 5, 2020 across TNT in all Spanish-language countries in the region.
Spotify released a promotion video in Spanish only, and the awards appear to be focused solely on the Latin America market. The show will be “broadcast live on TNT for all of Spanish speaking Latin America” on March 5th, Spotify said.
Mexico City is Spotify’s biggest single market, with more listeners than other major metro areas including New York City, L.A., London, and Paris. Spotify launched in Mexico in 2013.
“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.