For quite a while, Spotify reigned supreme as the leader in music streaming, that is until more competitors entered the field, such as Apple Music which has managed to rise quickly through the ranks. While Spotify appears to still retain the number one position, the company is definitely not resting on their laurels.

Just recently Spotify launched a new feature called RISE which appears to be Spotify’s way of introducing new and emerging artists. According to the company, “By harnessing its unmatched cultural influence and 140+ million music fans, Spotify will launch these artists of exceptional talent into the world through a dynamic combination of multi-tiered marketing and editorial programming on Spotify.”

“The launch of RISE includes on platform, out of home, digital and social promotion in addition to special, mixed-media RISE playlists. In the coming months, Spotify will create one-of-a-kind experiential events for each RISE artist and release bespoke audio and video content that dives deep into the story behind each rising star.”

If you’re wondering why this sounds familiar, it is because it seems to be similar to Apple Music’s Up Next program which was launched earlier this year with a similar goal, which is to help promote new artists. That being said, music discovery is one of the key features of music streaming platforms like Spotify and Apple Music, so this doesn’t really come as a surprise.

Filed in Audio. Read more about Entertainment, Music and Spotify.

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