Spotify has introduced a new initiative centred on supporting LGBTQ+ artists and creators around the globe. 

On 25 January, the music streaming giant announced their brand new equity program, GLOW – which was conceived to “amplify LGBTQIA+ artists and creators.”

“The LGBTQIA+ community has greatly influenced music, and both music and culture have long been moved by the community in return,” Spotify said in a press release.

“Today, Spotify introduces GLOW… our latest initiative to support people of this historically marginalised community of voices and reassert our commitment to equity in audio.

“It ensures that queer creators, and their contributions to music and culture, are heard and honoured year-round.” 

As part of the inclusive program, LGBTQ+ artists will be featured in The GLOW hub, a dedicated space on Spotify that will “highlight [their] audio offerings]”.

The streamer will also “amplify” 11 artists from different parts of the world by featuring them on Billboards and other forms of publicity throughout the year. 

Lastly, the program will provide “editorial and partnership capabilities, marketing support, and charitable giving” to an array of organisations – including QORDS, Astrea, Black Trans Femmes In The Arts, ChamberQueer and more.

“We recognise the power of our platform to elevate, uplift, and spotlight voices that have been historically marginalised, and we’re committed to using it to drive cultural change,” the company added.

As part of the program’s launch, Bruses, Jean Seizure, Leland, Liniker, Natalia Lacunza, Arlo Parks, Joesef, Pabllo Vittar, Sam Smith, Tove Lo, and Villano Antillano have been selected as the 11 featured artists to be highlighted in the GLOW hub. 

In response to the news, some of the aforementioned talents took to social media to express their excitement over the new program.

“Thank u, @spotify, for having me as part of the new GLOW campaign community building, chosen family and love have always been pillars of my life & work – you can listen to Weightless on the “Alternative Pride” playlist all year roundddd – so special to see these billboards irl,” Arlo tweeted.

Joesef added: “Not my face in time square wot the fucking hell , cheers to the big dawgs at @spotify @spotifyuk for choosing me to be part of their glow campaign, supporting lgbtqi+ artists doing their thing atm, feel very lucky to be able to be myself in my work, legends!” 

You can read more about the program here.