Spotify announced that it will open a new office in Istanbul by the end of June and has made a new senior leadership appointment to further strengthen its commitment to the Turkish market.
According to a company statement, Akshat Harbola has expanded his remit to include Türkiye and has been appointed General Manager for the Middle East, North Africa, Pakistan, and Türkiye. Harbola will continue to oversee the MENA region while leading Spotify’s strategy and operations in Türkiye.
The new Istanbul office will reinforce Spotify’s presence in the country and is expected to grow throughout the year with the addition of new team members, combining local expertise with senior management support for the market.
Spotify said Türkiye remains one of its priority markets, with this focus set to continue throughout 2026 through ongoing leadership and team investments, the hiring of local experts, and the opening of the Istanbul office.
As part of its long-term commitment, Spotify will launch Spotify Masterclasses in Istanbul starting in spring 2026. The sessions will run throughout the year and aim to support and strengthen the local artist ecosystem, covering topics such as the music streaming economy, editorial playlists, and platform tools.
The company will also continue its established programs, including EQUAL Türkiye, which supports women artists, and RADAR Türkiye, designed to promote emerging talent. In addition, Spotify will maintain its ICON program, which plays a key role—particularly among listeners under 25—in helping younger audiences discover iconic Turkish artists and honoring the cultural impact and legacy of Türkiye’s most beloved musicians.
Türkiye Positioned as a Priority Market
Commenting on the announcement, Harbola said that opening an office in Istanbul is not a symbolic move but a structural and strategic step for Spotify.
He emphasized that Türkiye is a priority market for the company and that strengthening its presence reflects Spotify’s long-term commitment to Türkiye’s music ecosystem, artists, creators, and culture. Harbola noted that Spotify’s role in Türkiye goes far beyond streaming and that the platform’s primary focus will continue to be artists and content creators.
Highlighting the richness of Turkish music, Harbola said it combines a strong historical legacy with constant reinvention, a depth that listeners immediately feel. He added that the deep emotional bond between people in Türkiye and local music is evident in how listeners discover, return to, and support Turkish artists, underscoring Spotify’s determination to support this richness over the long term.
Global Growth of Turkish Music
Harbola also pointed to the growing global interest in Turkish music. In 2025, 52 million users outside Türkiye listened to at least one Turkish-language song on Spotify. Streams of Turkish music outside Türkiye increased by more than 160% between 2020 and 2025, while listens to arabesk music alone rose by nearly 150% over the same period.
“These figures show how strongly Turkish music is positioned on the global stage,” Harbola said. “Tens of millions of listeners around the world are engaging with Turkish-language songs. We are seeing extraordinary growth across genres such as pop, hip-hop, arabesk, and electronic music. We are proud to have supported this momentum so far and are now focused on the next phase—supporting sustainable careers and helping local voices reach new audiences worldwide.”
In 2025, Turkish-language tracks were most frequently streamed in Germany, the United States, the Netherlands, France, and the United Kingdom, while interest has been growing rapidly in Azerbaijan, Brazil, Austria, India, and Canada. Artists such as Lvbel C5, BLOK3, Semicenk, Tarkan, and Ezhel were among the most listened-to Turkish acts by international audiences.
Harbola stressed the importance of celebrating Turkish music culture across generations, from legacy artists to emerging voices shaping the future. He added that Spotify aims to foster greater cultural exchange globally—pointing to examples such as international artists drawing inspiration from Turkish music of the 1970s, including the work of Barış Manço.
Through the upcoming Spotify Masterclasses in Istanbul, the company aims to equip artists and their teams with practical tools and insights to succeed in a rapidly evolving music economy. Harbola concluded by emphasizing that sustainable growth is only possible through collaboration, noting Spotify’s close work with the local music industry and expressing appreciation for the continued support of public stakeholders, including the Ministry of Culture and Tourism. Spotify said it will continue investing in Türkiye’s creative economy through expanded local activations and dedicated marketing initiatives to support artists.
Source: Anadolu Ajansı/ Prepared by: İlayda Gök