The Sound of Diversity: How Local Music is Reshaping the Charts

Music Glocalization - The Rise of Local Music

Twenty years ago, the UNESCO Convention on the Protection and Promotion of the Diversity of Cultural Expressions was adopted, emphasizing the importance of cultural diversity in an increasingly globalized world. In the age of global music streaming, this vision remains more relevant than ever. While distribution costs have plummeted and digital platforms have facilitated international access to music, strengthening global influence, they have also fueled a countertrend: the glocalization of music, where music is locally produced and consumed.

Local Music Trends Around the World

We observe varying degrees of music glocalization worldwide through granular data analysis of track-level music consumption from national charts across 17 markets (2013–2022, data from live iTunes). Using an accepted industry standard to define a song’s origin—based on the first listed performer on the music track and her country of initial release—we see a divergence in national trends.

Music Glocalization? - Live iTunes, National Charts 2013 – 2022. Note: Annual share of music tracks first released and consumed domestically. Data based on download consumption in 17 selected countries. Chart: Creative Industries Insights Series, WIPO (2025). Technical Note – Get the data – Download image.

A Global Taste for Music? - Live iTunes, National Charts 2013 – 2022. Note: Annual share of music tracks first released and consumed domestically. Data based on download consumption in 17 selected countries. Chart: Creative Industries Insights Series, WIPO (2025). Technical Note – Get the data – Download image.

Music Globalization Vs Music Glocalization

Countries such as Japan, Italy, Germany, and South Africa have experienced increased consumption of locally produced music, strengthening their domestic music industries. In contrast, nations like the United Kingdom, Brazil, Spain, Belgium, Australia, and Mexico have declined local music consumption, indicating a shift toward internationally dominant repertoire. Moreover, countries display different levels of glocalization, with Japan and the U.S. leading, while Ireland, New Zealand, and Canada show lower levels of local music consumption.

Encouragingly, local music heroes continue to emerge. In Japan, Yoasobi and Kenshi Yonezu exemplify strong domestic appeal, while South Africa’s Amapiano movement has driven local stars such as Kabza De Small to prominence. Meanwhile, in Italy, the continued success of artists like Mahmood illustrates a thriving national market. However, recent years have also shown a slow reversal of glocalization trends in countries like France, the Netherlands, and Switzerland, raising concerns about long-term sustainability.

Factors Driving Local Music and Glocalization

Several factors shape the extent to which music glocalization occurs. Specific genres, such as local manifestations of hip-hop, tend to drive stronger domestic production and consumption patterns. For instance, German, French, and Italian-language hip-hop or Brazilian sertanejo have flourished as a local movement, maintaining a dedicated audience despite global streaming trends.

Moreover, new technology significantly impacts who makes it to the charts. With the rise of social media, online music is increasingly curated using algorithms and playlists. Some of this could favor Anglo-American repertoires and increase the presence and consumption of global superstars.

Still, strong local music ecosystems—characterized by supportive industry policies, well-established live music scenes, and domestic label investments—can also play a role. Countries that successfully nurture local talent, provide access to funding, and encourage music creativity tend to experience stronger domestic resilience against global trends.

Strengthening Local Music Ecosystems

As we reflect on cultural diversity in music on this year’s World IP Day, we see that there are ways in which policymakers and creators can further promote music glocalization. Encouraging local artists to perform in niche languages—an idea championed by Will Page, former chief economist at Spotify—can reduce direct competition in large language communities on global streaming platforms while enhancing cultural uniqueness. Providing a solid IP framework, nurturing local talent, and supporting music production can bolster national music industries. IP protection of music is a key factor enabling digital music trade.

With the arrival of new technology, balancing efforts to build new global superstars and preserving local music creation will define the future of music. While streaming platforms offer unprecedented reach, nurturing diverse, homegrown music remains essential to a flourishing music ecosystem and the preservation of local culture in line with Convention goals.

Want to find out more on the latest trends in the music business? Read our stories on which countries are major exporters and which songs make it to the global charts, or how women music superstars are succeeding in the global charts.