Spotify’s “Claim Your Space” Campaign Celebrates LGBTQIA+ Artists For This Year’s Pride Month

On June 1st, 2021, Spotify released an article describing their latest global campaign “Claim Your Space”, in which they encourage LGBTQIA+ creators and cultural figures to “make noise, make their presence known, and make their own rules''. This campaign will involve some well-known LGBTQIA+ artists such as Hayley Kiyoko, Kehlani, Princess Nokia, Kaydence, and others, in celebration of the LGBTQ+ community’s commitment to express their authentic selves and be seen, heard, and recognized as such.

This campaign was created with the aim to create a “permanent space, both physical and digital, for the LGBTQIA+ community”. Therefore, Spotify will be using their platform to highlight artists and creators that are a part of the community, through various programming both on and off the Spotify app. Some of this programming includes Spotify’s annual Pride Hub, which will showcase LGBTQIA+ artists, playlists, and podcasters in an editorial hub. This area will also include exclusive video content from well known LGBTQIA+ artists.

Additionally, Spotify has a series of collaborations with queer artists and venues to create playlists that celebrate the queer music scene in different cities and venues. These playlists are curated to celebrate queer spaces throughout the world, in cities such as New York City, Los Angeles, Detroit, Nashville, London, Bristol, and Manchester. They are also continuing their Pride Singles program from last year’s Pride Month, which will bring new original pride singles coming up on June 14th. This venture enlisted the help of queer artists Dua Saleh and Lido Pimienta.

In terms of visual celebrations, Spotify developed Pride Social Share Cards in which users can express themselves and “fill in the blanks of what pride sounds like to them in their own city, country, or community.” Additionally, Spotify is stepping out of the digital space to bring Pride murals created by LGBTQIA+ artists in major cities, where the community has been instrumental to the creation and cultivation of the cultural music scene.Lastly, to get to the true center of the “Claim Your Space” global campaign, Spotify will donate money directly to the local organizations and queer venues at each touchpoint of the campaign, in an effort to support the key players in bringing the campaign to fruition. 

We are happy to see different entities in the music industry advocating for LGBTQIA+ Pride and celebrating the community members who make positive contributions to not only the industry, but to our culture. We hope that through efforts similar to those at Spotify, the LGBTQIA+ community will be empowered and uplifted through having a permanent space carved for them in the world to express their authentic selves freely, and that the music industry incites opportunities for reflection and inspiration.