Spotify is expanding its support for independent artists with Fresh Finds Forward, a new program designed to help emerging musicians turn a playlist placement into longer-term career opportunities. Announced September 17, the initiative will support approximately 10,000 artists each year with access to resources, tools, industry programming and community.
Fresh Finds Forward is an extension of Spotify’s Fresh Finds ecosystem, which has spent more than a decade connecting independent, unsigned and early-career artists with new listeners. More than 80,000 artists across 127 countries have been featured on Fresh Finds playlists, including Laufey, Clairo, ROLE MODEL, Ethel Cain, Ella Langley, Megan Moroney, Royel Otis and Omar Apollo before they developed their current audiences.
The scale of those discoveries has continued to grow. Since 2024, Fresh Finds playlists have generated more than 128 million new artist discoveries, with nearly 70% of streams coming from listeners hearing an artist for the first time. More than half of Fresh Finds artists subsequently appear on other Spotify editorial playlists, including New Music Friday, RapCaviar and Lorem.
Fresh Finds alumni have also received Best New Artist nominations at the Grammys for five consecutive years. Recent nominees connected to the playlist include sombr, Doechii, Japanese Breakfast, Ice Spice and Wet Leg, reinforcing Fresh Finds’ role as an early discovery point for artists who later reach major award stages.
Under Fresh Finds Forward, artists added to a Fresh Finds playlist from January 1, 2026 onward who meet the program’s eligibility requirements can join through Spotify for Artists. Once onboarded, they receive 12 months of benefits intended to address some of the practical challenges that come with developing an independent music career.
Those benefits include free studio time for U.S.-based artists at locations such as Electric Lady Studios in New York, The Lighthouse at Ocean Way Nashville and Spotify Studios in Los Angeles. Participants will also receive early access to select Spotify tools and features, prioritized access to Spotify tour and music video partnerships, and a Fresh Finds badge on their artist profile.
The program extends beyond Spotify’s own platform. Artists can receive premium access to services including LANDR Studio Pro and Splice’s Creator Plan, while in-person and virtual events will connect participants with Spotify employees and previous Fresh Finds artists. Mental health and wellness support is also included, with six months of free therapy through BetterHelp among the available resources.
Artists who have experienced Fresh Finds firsthand have described playlist placement as a significant early career moment. Laufey recalled being added in 2021 as feeling like “Christmas,” while Remi Wolf said Fresh Finds helped launch her career after “Shawty” was added in 2019. Wyatt Flores similarly credited his placement for giving “Losing Sleep” a major push early in his career.
Spotify’s Joe Hadley said the new initiative was shaped by conversations with independent artists about what they need after being discovered. Fresh Finds Forward is designed to turn that initial moment of exposure into continued access to resources and opportunities.
Photo: Spotify
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