Streaming giant Spotify has announced an all-new initiative that intends to invest in and amplify Black voices, reports Afro Tech.
The new initiative “Frequency” is described as a global hub and holistic destination that celebrates both established and emerging Black artists, all while fostering community and appreciating the culture that has made an impact across fashion, tech, business, and music.
“Frequency is a celebration of resilience in all forms of creativity. The genesis of this brand came out of a demand from Black employees who felt it was important to be seen and heard,” Dzifa Yador, supervising creative producer of Studio 4, said in a statement. “Those same employees created space for other Black employees to not just express themselves through the editorial voice of the brand, but give recognition to the culture shifters, artists, and creators that fuel our global brand. The brand does not exist to solve racial injustices. It’s here to celebrate resilience in the face of it.”
According to Spotify, Frequency was created to fill a void where Black voices across industries have been historically left out of the narrative, leaving their contributions “under-appreciated and underrepresented.” The idea for the new initiative is to build upon the platform’s foundation that’s been working to support Black artists more.
“Frequency adds to our existing work, such as Black History is Happening Now — a dedicated hub and narrative focused on the importance of celebrating Black history and people — and our commitment to further invest in Black creators through a $10 million Racial Equity Donations & Giving Program,” Spotify shared in an announcement. “Now, Frequency marks an extension of Spotify’s ongoing commitment to and investment in Black voices. Through the rollout of new content, cultural partnerships, and an ambassador program, Frequency aims to further connect the Black community to upcoming and established Black creators.”
The ambassador program will provide donation matches of $25,000 to select community organizations and a songwriting camp to connect artists, producers, and songwriters.