'The Come Up' is a social-first series that highlights trending and emerging artists by showcasing their career milestones alongside Spotify’s on-platform data. The series contextualizes key moments in an artist’s journey, offering a compelling, data-driven narrative of their rise.
The franchise bridges Spotify-driven career highlights with surges in streaming data, offering a holistic view of how the platform supports artists each step of the way as they grow and succeed over time.
Through tailored content across platforms like Instagram, X, and LinkedIn, ‘The Come Up’ celebrates artist achievements while driving meaningful engagement with audiences and fans. We’ve seen fan accounts across multiple platforms engage as the series fuels internet fandoms with hard data to reference.
Currently, we are developing a special edition of ‘The Come Up’ featuring all Best New Artist nominees at the 2025 GRAMMYs. This edition offers valuable insights into which artists made a significant impact over the past year and which have steadily been building momentum over time, positioning Spotify News as an authority in identifying and supporting the next generation of musical talent.
‘The Come Up’ was created as a response to the need for a unique, information-driven series that spotlights artists who have found breakthroughs utilizing the app while solidifying Spotify News’ position as a trend-focused, data-backed storytelling platform. By blending cultural moments with Spotify data, the series offers a comprehensive perspective on artists’ growth and success, emphasizing both the digital footprint and streaming milestones that drive their rise.
Plan of Action: The concept began with a clear framework: a social-first, monthly series that connects key career milestones with streaming trends to tell a compelling, holistic story of an artist’s ascent. To ensure the series resonated with a broad audience, we closely collaborated with Spotify’s Editorial teams, using their expertise to identify emerging talent based on platform data, cultural relevance, and fan engagement.
Content creation was strategically designed to adapt to platform-specific formats, ensuring engagement across LinkedIn, X, and Instagram. Each feature integrates dynamic visualizations—such as playlists, streaming surges, and playlist covers—alongside artist timelines. This combination highlights pivotal career moments, contextualized by Spotify-specific data to further illustrate the artist’s trajectory.
From artists like Chappell Roan, Sabrina Carpenter and Shaboozey to emerging stars like Doechii, Tyla, Benson Boone, and GloRilla, the series features a diverse range of talent, showcasing the breadth of Spotify’s global reach.
The series follows a structured process each month:
Over the last year, we’ve had a few challenges with ‘The Come Up’—here’s how we solved them:
‘The Come Up’ has not only driven significant engagement across platforms but also reinforced Spotify News’s role in identifying and amplifying emerging talent. Each feature has resulted in increased streaming activity for featured artists, proving the series' effectiveness in driving both social conversation and Spotify engagement.
Since its debut in April 2024 with Sabrina Carpenter, ‘The Come Up’ has featured 10 installments, spotlighting emerging artists like Chappell Roan, Tyla, Doechii, Benson Boone, and more.
The franchise has seen impressive success, with performance metrics consistently growing. Each post has garnered an average of nearly 10,000 engagements and approximately 300K views. We’ve also seen coverage from next-generation media like Pop Crave and The Morning Hangover.
The unique strength of ‘The Come Up' lies in its ability to spotlight artists whose stars are rising and to contextualize that growth using Spotify data. This approach aligns with the Spotify News ethos, which centers on delivering top music stories supported by exclusive, data-backed insights—something no other outlet can offer.
