Spotify introduces “Our Roots. Our Sound.” campaign

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

Over the last year, media from across Asia has had several notable moments—from the groundbreaking blockbuster Parasite to the rise of artists like BTS and Riz Ahmed. In the US in particular, Asian American artists like Anik Khan and Yaeji are also finding their ways into the spotlight. To celebrate the work of these and other creators during Asian American & Pacific Islander Heritage Month, Spotify is introducing the “Our Roots. Our Sound.” campaign.

“I’m so honoured to be a part of Spotify’s campaign and help share my story as an Asian American with people across the world,” says singer-songwriter mxmtoon. “It means a lot to me to think about how I could tell my five-year-old self she would eventually see her story reflected in the media.”

To amplify voices like mxmtoon’s across the world, the company is also launching 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 directly out of Asia, This Is artist playlists, and so much more.

By working alongside artists, content creators, and influencers, such as Eric Nam, Jai Wolf, Stephanie Poetri, Yuna, Rich Brian, and Steve Aoki, Spotify built a hub to showcase the diversity and talent from across Asia and its diaspora.

“Being a part of Asian American & Pacific Islander Heritage Month makes me hope that other people can see a small bit of themselves in my story,” says mxmtoon, who is based in Oakland, California. “It’s a gift to do that for others and for my past self. Representation is so important, and I’m so thankful to have my voice be a part of this campaign.”

Now, during a time when togetherness and kindness have become increasingly important, Spotify hopes that Our Roots. Our Sound. will help create a space for inclusion and celebrate what makes the Asian American and Pacific Islander communities special.

The Amplify: Asian American & Pacific Islander Heritage Month hub is available now for listeners in the US and Canada. And make sure to check back often—throughout May, Spotify will be updating the hub with new Spotify-exclusive content.