Music

Spotify is strengthening its presence in Türkiye with a new Istanbul office, marking a major step in the global music streaming platform’s long-term investment in the Turkish music industry. The company announced that it plans to open the new office by the end of June, creating a local hub for its operations and expanding its collaboration with Turkish artists, creators and music professionals. Spotify also plans to increase its local team throughout 2026 while introducing new initiatives designed to support Türkiye’s growing music ecosystem. Spotify to Open Istanbul Office by June Spotify announced on Jan. 30 that its new Istanbul office will open by the end of June. The office will become an important base for Spotify’s operations in Türkiye. The company plans to recruit local experts during the year and strengthen cooperation between its Turkish operations and senior management. The expansion signals that Spotify sees Türkiye as more than simply another streaming market. The company has identified the country as one of its priority markets and plans to continue investing in local leadership and its team throughout 2026. For Turkey’s rapidly evolving music industry, the move could create more opportunities for artists, producers, songwriters and other music creators. Akshat Harbola Takes Expanded Türkiye Role Spotify has also announced a change in its senior leadership structure. Akshat Harbola will expand his responsibilities to include Türkiye. He will serve as General Manager for Spotify Middle East, North Africa, Pakistan and Türkiye. The appointment places Türkiye within a broader regional leadership structure while giving the Turkish market greater attention from Spotify’s senior management. Harbola said the Istanbul office represents a structural commitment rather than a symbolic move. His comments underline Spotify’s intention to build a deeper relationship with Turkish artists, creators, audiences and the wider cultural community. Spotify Masterclasses Coming to Istanbul One of the most notable parts of Spotify’s Türkiye expansion is the planned launch of Spotify Masterclasses in Istanbul. The sessions are scheduled to begin in spring 2026 and will focus on important areas of the modern music business, including: These masterclasses are designed to give local artists and music professionals a better understanding of how streaming platforms operate. For emerging Turkish musicians, knowledge about playlists, audience development and digital distribution can play an important role in reaching listeners in Türkiye and international markets. EQUAL Türkiye Continues to Support Women Artists Spotify will also continue its EQUAL Türkiye initiative. The program focuses on supporting and increasing the visibility of women artists. It forms part of Spotify’s wider efforts to create greater opportunities for female musicians and highlight their work to audiences. Türkiye has a diverse female music community spanning pop, rock, alternative, rap, folk and other genres. Continued support from major streaming platforms can help more women performers reach new audiences. RADAR Türkiye Highlights Emerging Talent Spotify’s RADAR Türkiye program will also remain part of the company’s local strategy. RADAR focuses on emerging artists and gives new talent an opportunity to gain exposure through Spotify’s global platform. For young Turkish musicians attempting to establish their careers, visibility on a major streaming service can be particularly valuable. Discovery playlists and editorial support can introduce developing artists to listeners who may otherwise never encounter their music. The continuation of RADAR Türkiye demonstrates Spotify’s interest in the next generation of Turkish music stars. Spotify ICON Connects Turkish Legends With Young Listeners Spotify is also continuing its ICON program, which introduces iconic Turkish artists and their music to younger generations. The initiative is particularly aimed at listeners under 25, helping connect established names from Turkish music history with a new generation of fans. This approach creates a bridge between Türkiye’s musical heritage and modern streaming culture. Younger listeners increasingly discover music through playlists, recommendations and digital platforms rather than traditional radio. Spotify’s ICON program allows legendary Turkish performers to remain relevant within this changing listening environment. Global Demand for Turkish Music Is Growing Spotify’s expansion comes as international interest in Turkish music continues to increase. According to the company, 52 million users outside Türkiye streamed at least one Turkish-language track in 2025. The growth becomes even more significant when viewed over a longer period. Between 2020 and 2025, international streams of Turkish music increased by more than 160 percent. These figures highlight the growing global appeal of Turkish-language songs. Turkish music has increasingly crossed national borders, with listeners discovering Turkish pop, alternative music, rap and other genres through streaming platforms and social media. Turkish Artists Are Reaching International Audiences The rising number of overseas listeners creates new possibilities for Turkish musicians. Artists can now build audiences outside Türkiye without relying entirely on traditional international music distribution. A song released in Turkish can reach listeners across Europe, the Middle East, North America and other regions through digital streaming. This trend is particularly important for Türkiye’s entertainment industry because music, television and celebrity culture increasingly operate across international markets. Turkish dramas already attract large audiences around the world, while Turkish musicians are also gaining greater visibility among international listeners. Spotify’s latest investment could further strengthen this cultural export. What the Istanbul Office Means for Türkiye’s Music Industry The new Spotify office could have a wider impact than simply expanding the company’s physical presence in Istanbul. A stronger local operation could improve collaboration with Turkish record labels, artists, producers, songwriters, managers and music organizations. It could also provide Spotify with a deeper understanding of local listening habits and emerging musical trends. At the same time, Turkish artists may benefit from greater access to educational programs, platform resources and industry-focused initiatives. The Istanbul office therefore represents an important development for Türkiye’s digital music economy. Spotify’s Long-Term Commitment to Türkiye Spotify has made clear that its investment in Türkiye is intended to continue throughout 2026. The company says it will expand its local team, maintain leadership investment and develop programs aimed at supporting the country’s artist ecosystem. Harbola emphasized that Spotify’s role in Türkiye extends beyond simply providing music streaming services. Supporting artists and content creators remains a