International success for local language artists A strategic playbook
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The music industry is undergoing a paradigm shift. Success once required artists to fit the traditional industry model where anglicisation and relocation to traditional hubs like Los Angeles, New York, or London were prerequisites. Streaming platforms have democratised access, enabling artists to achieve international fame while remaining culturally rooted. Today's audiences increasingly seek authentic relationships with artists, wanting to feel represented by them rather than viewing them as aspirational figures.
This report examines how local-language artists (defined here as non-native English-speaking artists) are rewriting the rules of global success. With the use of case studies, this report explores how artists are continuing to produce music in their native language without feeling the pressure to anglicise or ‘break America’ – becoming international stars all while maintaining their national identity. Finally, this report analyses the key strategies these artists employ to succeed globally without compromising their cultural authenticity, providing a roadmap for new artists to follow to achieve international success on their own terms.
Key data in this report:
- Number of subscribers and market subscriber penetration in India, Colombia, Brazil, Japan, and South Korea.
- Spotify streams as well as Instagram likes and YouTube views over time for Bad Bunny, Brutalismus3000, Kneecap, and Måneskin.
The report contains data from:
- MIDiA Research Music Subscriber Market Shares Model 03/25
- Viberate artist data.
Words: 3500 Pages: 22 Infographics: 5
Companies and brands mentioned in this report: Bad Bunny, Berghain, BTS, Coachella, Eurovision, Instagram, Kneecap, Måneskin, Morad, The Roundhouse, SoundCloud, Spotify, The Tonight Show Starring Jimmy Fallon, YouTube