Rabat – Spotify, the leading music streaming platform, is celebratingMoroccan talent and creativity with the launch of a brand new visual look for “ABATERA,” its iconic RapMaroc playlist.
The ABATERA playlist, meaning empreors, features the latest Moroccan rap and hip-hop from Morocco’s biggest artists.
Moroccan hip-hop fans have responded to their favorite artists’ call to stream on the platform, leading to Moroccan hip-hop becoming one of the most consumed genres on the platform, according to data shared by Spotify.
“The top five streaming artists in Morocco over the past 60 days are local rappers, namely ElGrandeToto, Tagne, Stormy, Inkonnu and Snor,” reads a press release from Spotify.
Since its creation, the ABATERA playlist has seen its audience grow by 523%, from April 2020 to September 2021, and fans have listened to their favorite rap tracks for over 829,000 hours, the equivalent of 35,000 days of streams.
“With over 300 different artists playlisted, ABATERA reflects the diversity of the Moroccan rap scene,” Spotify said, adding that it’s “committed to amplifying this genre.”
ABATERA is also reported to have a large audience outside of Morocco, namely in the US and France, according to Spotify.
By pushing the playlist on the platform, Spotify is amplifying Moroccan hip-hop talents’ reach, and eliminating the linguistic and cultural barriers in their way to international recognition.
With big names in the Moroccan hip hop scene releasing new albums, Spotify’s strategy will help the Moroccan artists boost their streams and recognition by enlarging their fanbase.
Spotify is also launching a visual marketing campaign to support the playlist.
ABATERA’s new visual identity was revealed on the facades of Casa’s tramway, in addition to billboards across the city.
Spotify suggested it strongly believes in the power of Moroccan hip-hop, and the ABATERA campaign includes strong digital media support for artists in the genre, as well as support on the platform, in directing fans of the genre to stream the Moroccan creatives’ music.
