Spotify has launched Fresh Finds Forward, a new programme aimed at supporting around 10,000 emerging independent artists each year.
The programme builds on Spotify’s Fresh Finds playlists, which are curated by the platform’s global editorial team to spotlight independent, unsigned and early-career artists. According to Spotify, Fresh Finds has featured more than 80,000 artists across 127 countries over the past decade.
Artists including Laufey, Clairo, Doechii, Ice Spice, Japanese Breakfast and Wet Leg have appeared on Fresh Finds playlists before building larger audiences.
Since 2024, Fresh Finds playlists have generated more than 128 million new artist discoveries, Spotify says, with nearly 70% of streams representing a listener hearing an artist for the first time. More than half of Fresh Finds artists have subsequently appeared on other Spotify editorial playlists including New Music Friday and RapCaviar.
Fresh Finds Forward is designed to build on that initial discovery. Eligible artists will have access to the programme’s benefits for 12 months, including early access to select Spotify tools and features, opportunities around Spotify’s touring and music video partnerships, and a Fresh Finds badge on their Spotify artist profile.
The programme will also offer in-person and virtual sessions with Spotify teams and previous Fresh Finds artists, as well as access to external services such as LANDR Studio Pro and Splice’s Creator Plan. Mental health and wellness support is also included.
For U.S.-based artists, the programme includes free studio time at selected facilities such as Electric Lady Studios in New York, The Lighthouse at Ocean Way Nashville and Spotify Studios in Los Angeles.
Joe Hadley, Spotify’s Global Head of Music Content and Partnerships, said the programme was shaped by conversations with independent artists about the support they need beyond playlist exposure.
That distinction is important. Fresh Finds has traditionally been a discovery tool, while Fresh Finds Forward puts more support around the artists Spotify is already bringing to listeners. For independent musicians, the value of a playlist placement is often difficult to sustain once the initial spike in discovery passes. Spotify is now attempting to extend that relationship through tools, industry access and other forms of support.
There are also clear limits to how far that support currently travels. Some benefits, including studio access, are specific to U.S.-based artists, while other services are available to eligible Fresh Finds artists more broadly. For a global programme, how these benefits translate across markets will be worth watching.
Artists added to any Fresh Finds playlist from January 1, 2026 are eligible to join Fresh Finds Forward through Spotify for Artists. Artists seeking consideration for Fresh Finds can pitch upcoming releases directly through Spotify for Artists.
For Spotify, the programme also expands its role in the independent artist ecosystem. For artists, the more significant question will be whether the additional support helps turn a moment of playlist discovery into sustained audience and career development.
