Jasmine – Spotify for artists

Artists of Asian descent are prospering worldwide, making a large contribution to the overall musical environment. Rising stars of Asian descent, to spot the genre’s agnostics, Spotify launched the Jasmine playlist in 201 Jas – originally known as “Asian American on the Rise.”

Directed by Ronnie Ho, Spotify’s Head of Dance and Electronic Development, Jasmine’s mission is to “enlighten Asian artists everywhere.” Featuring new and established names from the United States, East Asia, South Asia, and Southeast Asia, Jasmine is a “Generalless” playlist that focuses on discovering where you will find works. Ravina, Hairy, Higher Brothers, Anik Khan |, Sweetie, And Chung Ha Making dance, pop, chillwave or hip-hop.

Ho and his team develop their brains with the help of the Spotify Asian Community Engagement Employee Resource Group (SPACE). The goal was to ensure that actual diversity and inclusion is part of the DNA of the playlist. Ho’s thoughtful approach to curation is reflected in other projects in which he is proud to have participated. Asian Pacific American Islander Heritage Month Campaign In 2020 and Track ID – The latter shows his passion for bringing electronic music to the fore in Spotify. In this interview, Queens, NY Native talks about its protection methods and why it is important to represent Asian artists in the music industry.

The name of the playlist was “Beast Meets West” until it was recently changed to Jasmine. How did you get the new name?

We were actually in the process of figuring out ways to make it more inclusive. I thought it was dividing East and West. We thought to ourselves, “No, it’s actually [representative of] All Asian experience. “So we came up with” Jasmine. ” Thanks, Pollen, And our other generalless playlist brands. It felt like a beautiful middle ground.

Just as I wanted to highlight South Asians, I wanted to highlight East Asians and Southeast Asians. So we thought, “What’s connected with all our diverse cultures? Okay, rice, but it’s really a disgrace.” [Laughs] “Let’s not do that.” Jasmine is a tea, it is a flower. The plant is indigenous to Asia and exists in South Asia, Southeast Asia and East Asia. That’s how we got down to it. We wanted to keep it simple, a word.

The existence of jasmine [the playlist] This is important because it caters to a very large audience. For a long time, Asian Americans were not represented in the music industry. Jasmine allows us to build a community between Asians and Asian Americans around the world and show our listeners that yes, Asians also make incredible music.

The playlist shows that not all Asian artists should box into K-pop or hip-hop combining different genres. How did you get that variety of words and still make it so compact?

I think it’s innate. For some reason, it just works. I don’t have to worry so much about how to make sure all these genres fit together. Being Asian, for some reason, connects us in a way that has not yet been put into this context. In most cases, it has been, “Oh, Hairy Just a producer. There is “or” Track Those who compose songs. “And they are included in their specific section [like R&B, alternative, and electronic indie pop] But I think no one connected the points of their background because it was weird or embarrassing to be Asian in these places for so long. For me, it was, “No, let’s connect the dots here. Let’s create something to be proud of.”

What are you looking for in artists?

I think Truth No.1. I want their weakness to be bright. I think it’s something beautiful about music, being able to connect with fans and create a brand that’s true to you. And it is best to be honest. Artists who are proud to be Asian are important because we are still in a world where not everyone is [proud of that identity]. This is what I’m really looking for.

So for artists who want to get a place in this playlist, what is your advice to them?

It’s important to build your brand and invest in yourself. I think a lot of people try to take a playlist and that’s it. The work is done. But if you work between your brand and who you are and what story you’re trying to tell – fans will find you.

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