Spotify is marking a big moment in 2025, the 10th anniversary of Fresh Finds, a program that helped to launch the careers of thousands of independent artists worldwide. What started back in 2015 as a way to give rising talent a shot at global recognition has now evolved into one of Spotify’s most influential engines for music discovery.
In its first decade, Fresh Finds has supported nearly 70,000 artists, creating a space where promising musicians — regardless of background or budget — can find their audiences. And the numbers from 2024 alone show just how powerful the program has become: over 18,000 artists from 127 countries were featured last year, leading to more than 65 million artist discoveries globally.
Built by Editors, Powered by Data — and Heart
What makes Fresh Finds different? It’s not just about algorithms. Spotify says its editorial team — over 30 editors across the globe — curates Fresh Finds playlists with a mix of data, artist submissions, trend analysis, and instinct. The results speak for themselves: artists featured in the ecosystem often double their international listeners within a month of being added.
Fresh Finds isn’t one playlist — it’s a network of global and local collections, each carefully tailored to spotlight emerging voices in pop, indie, R&B, hip-hop, and beyond.
Pakistan’s Emerging Scene Shines Bright
Since the launch of Fresh Finds Pakistan in late 2021, the playlist has become a standout platform for uncovering local voices. In just a few years, it’s helped artists like AUR, Afusic, Ali Soomro, Ali Raza, Ali & Shjr, and Zeeshan Ali find national and international audiences with their original sounds and lyrical depth.
And it’s not just working — it’s booming.
According to Spotify, nearly 80% of Fresh Finds Pakistan’s audience is under 35, and more than 40% are under 24, highlighting its popularity among Gen Z and young millennials. In fact, Gen Z listenership alone has jumped 172% year-over-year — a clear sign of young listeners hungry for fresh, homegrown talent.
Afusic: A Fresh Finds Success Story
One name that’s making waves right now is Afusic. Featured on the cover of Fresh Finds Pakistan just two months ago, Afusic quickly turned heads. His collaboration with Ali Soomro on the track Pal Pal caught fire — not just in Pakistan, but globally — climbing charts and earning a place on major Spotify playlists like Hot Hits Pakistan, Paka Hit Hai, and Desi Hits.
“More than half of the artists first featured on Fresh Finds end up on other Spotify editorial playlists,” said Rutaba Yaqub, Spotify’s Artist & Label Partnerships Manager for Pakistan and the UAE. “Afusic is a great example of that — his momentum hasn’t stopped since.”
The Rise of Desi Hip-Hop and Global Streams
Fresh Finds Pakistan has also been part of a larger shift in local listening habits. Hip-hop and rap streams on the playlist have jumped 55% and 50%, respectively, over the past three years. Meanwhile, Desi hip-hop continues to rise, with a 41% increase in streams — a sign that Pakistani youth are connecting deeply with local rhythms and real stories.
And it’s not just a local story. Countries like the United States, Singapore, Australia, France, and Denmark are among the top streamers of Fresh Finds Pakistan, proving these artists are resonating far beyond the region.
Looking Ahead: More Music, More Discovery
As music discovery becomes more fragmented across apps and algorithms, Fresh Finds continues to prove that editorial curation still matters — and can truly elevate artists at a critical moment in their journey.
To celebrate its 10-year milestone, Spotify has released a special Fresh Finds 10-Year Anniversary Playlist, highlighting standout tracks and artists from the past decade.
Curious to hear the future of music? Fresh Finds is already on it.
