How Spotify’s Bandmate-Based Culture Shapes its Values

Many companies like to refer to their work culture as ‘one big family’ – with values often centred around loyalty, camaraderie and belonging. 

Spotify, however, sees its wider team as ‘bandmates’, sharing in its culture manifesto that all employees ‘need to be in sync’ and that everyone is ‘dependent on each other to create the best experience’. 

For Spotify, this means ensuring it has a people strategy in place that aligns all employees on its wider mission, and developing learning opportunities that provide ample opportunity for employee growth. 

Anna Lundström, Chief HR Officer at Spotify, says of the company’s culture: “Our culture is built on giving our bandmates runway to exercise good judgment and move fast wherever they sit, whatever their title. 

“We have a fun – and dare I say unique – creative environment where we empower and inspire people to do the best work of their careers.”

Spotify’s cultural values

Spotify’s core people strategy has been developed to give what it refers to as its ‘talented band members’ support and autonomy through its five cultural values. 

These values were decided on by employees – over 70 were suggested in workshops, which were then voted on to reach a final five. 

According to former Spotify CHRO Katarina Berg, the decision to include employees in the development of these values was made to ensure the organisation is aligned on the wider company vision. 

She says: “People can come together, united through a shared vision and purpose. 

“Being purpose-driven and sharing this idea of what we are all working towards, together, helps to give motivation and allows each Spotifier to understand what they bring to the table and how they can have impact.”

The values that underpin the company’s culture are innovation, sincerity, passion, collaboration and playfulness. 

These are designed to encourage employees to take risks, give candid feedback, care about the company mission, work with others across the organisation and share in success. 

How Spotify develops its talent

Part of Spotify’s band philosophy is a dedication to ensuring ‘bandmates’ remain at the top of their game through a robust learning and development strategy. 

According to the company, managers are encouraged to facilitate an ‘always on’ approach to learning through social knowledge sharing and stretch challenges. 

By providing frequent feedback and providing new opportunities to learn, managers can empower growth and ensure teams are motivated to engage and contribute, says the company.

This approach has been designed to be mutually beneficial for both employee and employer. Consistently upskilling employees helps them develop in their career, while fuelling innovation and growth for the company. 

Providing these opportunities has also helped Spotify remain an attractive employer, with a four star Glassdoor rating and a 48-month average tenure – rising to 77 months for senior staff. 

Anna says: “We pride ourselves on having some of the most creative minds in the business, and my top priority is to continue nurturing this. 

“We have to keep evolving the band experience, reflecting not only where we are as a company but where we aspire to go. 

“This means setting bandmates up for success by opening new doors to explore creativity and deliver tangible impact, whatever your role.”