A lesson by Hannah Leske.
The original lesson was published on August 16, 2021, and has since been slightly updated in October 2022. It may not reflect the current status of the Spotify localization program. Watch out for a new version soon!
Physical purchases and online downloads used to be the most popular ways to access music. Then, in 2006, two tech gurus from Sweden saw an opportunity to change the lives of music lovers forever, and the rest is history.
Spotify provides a platform for users to stream music, podcasts, and even videos from their mobile or desktop devices. Basic features are available for free, and a paid premium option exists for those who want the full experience.
Now the most popular music streaming app in the world, ahead of competitors such as Pandora and Apple Music, Spotify is a household name in over 90 countries and has 365 million active users every month. The company has also just completed an ambitious expansion into an additional 85 countries, which it expects will double the size of its global community by the end of 2021.
With such a focus on worldwide opportunities, it’s no wonder that the company takes localization seriously. Nimdzi spoke to Spotify’s director of localization, Martiño Prada Díaz, about the company’s localization program and its impact on Spotify’s global audiences.
A wide global reach that almost doubled within a single year, thanks to one mighty localization effort.
Looking inward, not outward: The localization team focuses its effort on educating and helping internal stakeholders, trusting that this will naturally flow into vendor success.
A new, simpler supply chain that relies on just two vendors with their own distinct responsibilities.
Bringing localization evangelization in on day one: Martiño hopes to increase awareness of the localization program by introducing training about localization best practices in the earliest onboarding stages.
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