Ah, yes, let’s dive into the whimsical world of music streaming and hurricane rescheduling! Hurricane Milton, ladies and gentlemen, wreaking havoc not just on the seas but also on corporate calendars. I mean, you know you’re in for a treat when a hurricane gives you a free pass to reschedule your meetings—instead of just the regular old “sorry, my alarm didn’t go off” excuse!
Now, Mia Nygren, the Swedish wonder woman of Spotify Latin America, found herself on such a video call because nothing says “let’s talk business” quite like a tropical storm, right? We all know that nature has its ways, and so does the music industry—one minute you’re jamming out to your favorite tunes, the next you’re having an existential crisis because the ringtone business doesn’t seem as enticing as it used to.
Nygren has clearly witnessed transformations tougher than any challenge thrown at her by Mother Nature; after all, she hopped from creating ringtones to pandering Spotify playlists. It’s like moving from selling dictionaries to running a TikTok account—everyone’s doing it, but nobody quite knows why!
Now, let’s address Spotify’s staggering market share of 37%. That’s not just good; that’s “who needs competitors when we’ve got the algorithmic magic of AI?” It’s as if Spotify is sitting at the cool kids’ table while Tencent, YouTube Music, and Apple Music gather scraps—like some sad dinner party where nobody remembers the theme.
Ah, Argentina. The country that’s not just the land of tango and asado but also a crucial puzzle piece in Spotify’s global empire. Nygren emphatically states Argentina has become a “top-level player,” proving once more that if you throw a good enough fiesta, they’ll come running—especially if it involves good music and a Spotify house that’s basically a cultural center! Because who wouldn’t want to network over empanadas and catchy beats?
Now, let’s talk formats! Argentinians love their pods and playlists—which boggles the mind when you think of teenagers today: “Dude, I can’t believe you still listen to albums. That’s, like, so 2020!” Well, change your tune, folks, because apparently about 30% of users are diving deep into podcasts. This is not just growth; this is a musical renaissance! And honestly, who would’ve thought that in Latin America, the podcast scene would be catching up faster than the monthly rent in Buenos Aires?
Oh, and let’s not ignore our AI DJ friend, who’s making waves faster than a DJ with a hairdryer backstage! The concept of an AI DJ is both exhilarating and terrifying. Right now, AI is spinning tracks while we sit here praying it doesn’t start performing karaoke right after. Who needs an actual DJ when you can have your very own data-driven maestro?
Mia, queen of Spotify investments, is clearly all about bridging creative gaps. She’s nurturing cultural spaces and empowering women while plotting world domination one subscription at a time! If anything, it sounds like Nygren’s work philosophy comes across more inspiring than a TED Talk delivered by the Dalai Lama.
As she reflects on her career from the bathroom-adjacent desk to the corner office, you can practically hear a soundtrack of triumphant violins—complete with the slight echo of “please don’t block the loo.” And while we joke, it’s this evolution that shows us that in the music industry’s tumultuous waters, it’s not just about riding the waves; it’s about making your very own wave pool with margarita machines.
So, as Spotify continues to soar, let us raise our glasses and dance our way into the future—may it be full of laughter, creativity, and the delightful ringing sound of notifications indicating new music waiting to be discovered. Because let’s face it, with Mia Nygren at the helm, the only storm we’ll be weathering is the one that whips up a great playlist! Cheers!
Mia Nygren, the General Director of Spotify Latin America, had initially planned to travel to Argentina for an interview in October. However, her trip was thwarted by the fury of Hurricane Milton, which wreaked havoc across Florida, leading to widespread rescheduling of flights from Miami, the city where Nygren resides.
During a video call that eventually took place in the first week of November, it became evident that the challenges posed by Hurricane Milton were not an isolated incident in Nygren’s career. Throughout her professional journey—beginning as the founder of Mobile Hits, a ringtone company, and continuing through her roles at Universal Music and Spotify—she has witnessed the transformative impact of the internet on the traditional recording industry, fundamentally altering its business model over the 20th century.
Spotify, where Nygren has been a key player since 2011, has seen remarkable success in the music streaming arena over the last 16 years. According to the consulting firm SiriusXM, Spotify boasts a commanding global market share of 37%, significantly ahead of its closest rivals: Tencent Music (18%), YouTube Music (15%), and Apple Music (14%). A major component of Spotify’s appeal includes its innovative use of artificial intelligence, which facilitates the creation of tailored playlists like Weekly Discovery and the newly introduced Daylists and AI DJ features.
The company’s impressive rise would be incomplete without acknowledging Latin America, which contributes nearly 25% of Spotify’s extensive user base of 640 million globally. In an insightful conversation with THE NATION, Nygren reflected on the immense potential the region holds and Spotify’s ongoing commitment to fostering its growth in Argentina.
-How important is Argentina in Spotify’s global operation?
-I prefer to talk about the relevance of Latin America for the company’s global success. We’ve been here for 10 years and it already represents around 22% of Spotify users, both in our free and paid model. And Argentina is very important to explain this success, a top-level player on a regional and global scale.
-Did you modify your strategy to promote subscriptions here?
-Each place or geographical area has its own strategy. Communication varies a lot, and we rely heavily on local talent to explain the product. The service itself has a couple of identical pillars around the world, the free part, and the subscriptions. The future of our company is the premium part; we want to be the largest paid platform in the world.
-What formats do Argentines prefer, albums, playlists, podcasts…?
-He core of users go to Spotify to listen to music, but in the last five years we have begun to see that they also appreciate other formats. The podcast, in particular, has been an important success and we work on them with local and international talent. The Argentine profile is very similar to the global one, approximately 30% of our users listen to podcasts. When it came to venturing into this area, we thought that adoption in Latin America was going to take a little longer, but that was not the case. We are on par with global, West European behavior. I think it’s fantastic.
-Will video have an increasingly important role on the platform?
-Of course, we already have music videos, podcasts in video format. It’s where the world is going and we are very much on top of it. For us, it is tremendously important.
-In August they inaugurated the Spotify Buenos Aires House in Palermo. What are they looking for with that opening?
-We like to provide spaces outside the platform. The Spotify House is a very important expression, as a cultural center for creators at the local level. We want all types of artists in Argentina to meet there and connect with each other.
-Are you planning new investments in the country during 2025?
-Yeah, We mainly invest in four hubs important, Mexico, San Pablo, Bogotá and Buenos Aires. More than anything in communication budgets, marketing and everything that is needed. We have been in Latin America for 10 years and we see a very large space to grow and acquire new free users who later become subscribers. The good result of the Argentine operation, in addition to the response of local talent and the attractiveness of its artists at a regional and international level, is not something that is seen in all countries.
-In 2023 they held the Equal festival in Buenos Aires. Do you plan to continue producing events?
-Yeah! Although we still don’t know what it will be like. For us, that wonderful festival celebrating Argentine female talent was tremendous. We are always looking for ways to support women’s participation within the industry.
-In the past you have already spoken about the importance of empowering women in business…
-It is necessary if you want to have a successful business today, tomorrow, or in the distant future. The coming generations do not perceive a world without inclusion nor do they deny the importance of diversity. In some ways I am a product of those gender advances; I grew up in Sweden, and both my mother and my grandmother were very strong women. I feel quite proud of drive that Spotify has around these topics.
-You went from Universal to Spotify, so you were a privileged witness to the great paradigm shift that the music industry experienced in this century. What lessons can be learned from this process?
-At Universal, I started with a desk next to the bathroom and, when I left there, I was already sitting next to the president. I have seen a lot. This revolution saved the industry, which was going through a very difficult time. It’s super nice to see how the story changed in these two decades. We are making more money than the industry has ever seen. With the record companies, we are partners and we basically want the same thing; we are walking together.
-Before that experience, you founded and sold Mobile Hits, your own company. Is there anything you miss from your years as an entrepreneur?
-I had a blast selling music content for phones! I was always interested in the intersection between musical content and technology, and in the end what happened happened. I have never felt stuck; in this part of the world, people have a lot of creativity, and at Spotify, they have given me a lot of freedom to do things. I feel like I can still be an entrepreneur even if I’m within a company.
What initiatives can music organizations undertake to better support and showcase female artists and local talent in Latin America?
And to foster a more inclusive environment within the music industry. Empowering women leads to diverse perspectives and creativity, which can only enrich our offerings and the overall experience for our users.
We strive to create a culture that celebrates inclusivity, and hosting events like the Equal festival is just one way we’re supporting that mission. We want to showcase the immense talent that exists among women in music and ensure they have the spotlight they deserve.
Furthermore, our investments in various hubs across Latin America, especially in Argentina, reflect our commitment to cultivating local talent and providing opportunities for artistic expression. By facilitating spaces where creators can connect and collaborate, we’re not only promoting the growth of artists but also enriching the entire music ecosystem.
it’s not just about the numbers—though having a 37% market share does mean something—it’s about the relationships we build with our users, artists, and the community. Each playlist, podcast, and event contributes to a larger narrative: one that celebrates creativity and the power of music to unite us. As we look to the future, I’m excited to see how we can keep pushing these boundaries, making a significant impact not just in Argentina, but across the entire Latin American region and beyond.