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Spotify launches SAWTIK to celebrate emerging Arab women artists

Written by FDM

The growing under-representation in the music scene of emerging artists in the MENA region has prompted Spotify, the world’s largest audio platform, to launch “SAWTIK”, an initiative to celebrate and amplify their voices.

With women artists accounting for less than 13% of MENA-based label signatures over the past five years, SAWTIK, which stands for ‘Your Voice’, will use Spotify’s reach to increase their visibility, while providing them with education, networking opportunities, and marketing support.
Recognizing the scarcity of female artists in the MENA region’s music industry, Spotify conducted region-wide research to gather information on the entire music ecosystem. The results show that there is still a long way to go to level up the playing field between the sexes in the region’s music industry, Spotify has found it necessary to launch SAWTIK. This initiative kicks off with an impressive team of 16 talented voices from the region and Arab superstar Latifa joins the initiative as the very first sponsor.

To honor its commitment to women in music and the creation of SAWTIK, Spotify is also launching a regional campaign highlighting the musical and cultural contributions of women artists through a series of activities and experiences. On the platform, listeners can see Arab female artists featured on the covers of 18 of Spotify’s flagship playlists, including Arab X and Arab Hip-Hop, as well as throwback playlists and more for a week with a call to action to consult the official SAWTIK playlist. Additionally, the first song from each of these playlists will be performed by female artists. The SAWTIK playlist will continue to highlight the region’s incredibly talented emerging women artists who deserve to be recognized for their art. Music fans will also be able to see the faces of SAWTIK’s early artists on billboards in Cairo, Riyadh, Amman, and Casablanca.

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