Spotify to establish an office in Istanbul within the upcoming year

In a significant move for Turkey's music industry, global streaming giant Spotify announced the establishment of its office in Istanbul. The announcement, made by Turkey's Culture and Tourism Minister, Mehmet Nuri Ersoy, on Aug. 19, aims to provide a much-needed boost to the local music sector and address long-standing issues faced by Turkish musicians.

The move is part of ongoing efforts by the Turkish ministry to resolve complaints from local musicians over Spotify's playlisting and curation practices, which have been criticised for being often intransparent and algorithmically driven. This lack of transparency has been a point of contention, as it overlooks important aspects such as artistic diversity, fair compensation, and creative control.

The Spotify Turkey office is expected to bridge this gap, providing a means for artists to contact the platform directly. This development is anticipated to deepen partnerships in the local music sector, fostering a more collaborative and supportive environment for Turkish artists.

The office is not directly linked to the music summit scheduled for September in Istanbul, but it is expected to contribute significantly to the outcomes of the event. The summit, in turn, is expected to deliver further outcomes for the music industry in Turkey.

The success of Turkish artists in 2024 was remarkable, with more than half of their royalty revenues coming from audiences outside Turkey. This global success included reaching 2.8 billion new listeners worldwide, a testament to the talent and appeal of Turkish music.

The Turkish Competition Authority opened an investigation into potential anti-competitive practices in the country's music market in July. However, the Spotify office in Turkey is not mentioned to have faced any investigations related to anti-competitive practices, unlike the broader music market in the country.

Minister Ersoy emphasised that the Spotify office will support young talent and female artists, a move that is expected to further boost the diversity and vitality of Turkey's music scene. The global streaming giant's planned entry into the Turkish market in 2026 is a significant step towards this goal.

The announcement follows a meeting between Minister Ersoy, Spotify Vice President Gustav Gylenhammar, and Turkey Representative Mithat Özbek. The Spotify Turkey office is expected to give new momentum to Turkey's cultural diplomacy, contributing to a broader cultural exchange between Turkey and the world.