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Spotify introduces “Our Roots. Our Sound.” marketing campaign

Spotify introduces

Spotify launches a new campaign to celebrate Asian American & Pacific Islander Heritage Month

Last year, media from all over Asia had some remarkable moments – from the groundbreaking blockbuster parasite to the rise of artists like BTS and Riz Ahmed. In the United States in particular, Asian-American artists such as Anik Khan and Yaeji are finding their way into the spotlight. To celebrate the work of these and other creators during Asian American & Pacific Islander Heritage Month, Spotify represents the “Our roots. Our sound. " Campaign.

"It is a great honor for me to be part of the Spotify campaign and to share my Asian American story with people all over the world," says singer-songwriter mxmtoon. "It means a lot to me to think about how I could tell my five-year-old that she would see her story in the media someday."

To amplify voices like mxmtoon around the world, the company also launched the Amplify: Asian American & Pacific Islander Heritage Month hub, which is filled with a mix of music and podcasts. Listeners will find playlists featuring Asian American artists, flagship playlists straight from Asia, This Is Artist playlists, and more.

Working with artists, content creators and influencers like Eric Nam, Jai Wolf, Stephanie Poetri, Yuna, Rich Brian and Steve Aoki, Spotify built a hub to demonstrate diversity and talent from across Asia and its diaspora.

"As part of Asian American & Pacific Islander Heritage Month, I hope other people can see a little bit of themselves in my story," said mxmtoon, an Oakland, California-based company. "It is a gift to do this for others and for my former self. Representation is so important and I am so grateful that my voice is part of this campaign."

Now, at a time when togetherness and friendliness are becoming more important, Spotify hopes that Our Roots. Our sound. will help create and celebrate a space for inclusion, which makes Asian and Pacific Islanders special.

The Amplify: Asian American & Pacific Islander Heritage Month hub is now available to listeners in the U.S. and Canada. Check back regularly – in May Spotify updates the hub with new exclusive Spotify content.

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