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SPOTIFY'S GENIUS PLAN

Not content to host Brilliant Minds in Stockholm, Spotify has announced a new initiative called Secret Genius. Are you sensing a theme? They're, like, smart and stuff.

Unlike the Swedish symposium that is Minds, however, Secret Genius is a global effort to highlight the contributions of songwriters and producers. Among other TBA elements, the rollout will include an ambassador program, global songwriting workshops called Songshops, The Secret Genius Awards, podcasts taking listeners into the creative process and curated playlists highlighting songwriters' work. Also, writers and producers of top-streaming songs will receive a lifetime supply of gravlax.

"Songwriters and producers are the backbone of the industry and we want to help celebrate these incredibly talented people," said Global Head of Creator Services Troy Carter. "The goal of Secret Genius is to give credit where credit is due by shining a light on these amazing creators. By the way, the italics on 'Secret Genius' are meant to convey that I'm whispering."

Among the songwriters praising the effort and Spotify in general are hit tunesmiths Justin Tranter and Ricky Reed. They are among the 13 global ambassadors who will host a Songshop this year, along with Savan Kotecha, Starrah, Lori McKenna, J KashBoi1da and more.

“Spotify cracked the magical code of how to make music consumption really work in the digital age,” said Tranter. "So I'm honored to be a part of them taking that one step further with their Secret Genius ambassador program.”

Added Reed, "The Spotify ambassadorship program has been amazing because it shines a spotlight on what we do behind the scenes, before songs make it to the platform and it allows me to partner with brilliant minds that are already close friends like on top of meeting new people and making new music that would otherwise not happen!"

Meanwhile, Spotify's ultimate Secret Genius, Daniel Ek, stroked his cat and chuckled to himself. His plan was working perfectly.

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