Spotify has promoted Mia Nygren to Vice President and General Manager for Europe and Latin America.
Nygren stepped into the role over the summer, having previously served as the streaming company’s General Manager for Latin America.
Together, the two regions she now oversees made up 60% of Spotify’s Premium subscriber base at the close of Q2 2026, based on the company’s regional breakdown.
Europe accounted for 36% of Spotify’s overall Premium base, and Latin America a further 24%, according to figures Spotify published on August 4.
The company ended that quarter with 300 million Premium subscribers and 777 million Monthly Active Users.
Nygren joined Spotify in 2011 as its head of business development in Europe and moved to the company’s Latin America business in 2013.
She set out her thinking on the new role in a post published on LinkedIn on Tuesday (September 8).
“Nobody understands a market like the people in it,” wrote Nygren. “Spotify’s been my home for fifteen years… This summer I stepped into a new chapter: Vice President and General Manager for Europe and Latin America.
“I left Sweden at eighteen, lived across Europe for nearly two decades, and built my Spotify career in Latin America. This role feels like my whole journey clicking into place.”
Mia Nygren, Spotify
“I left Sweden at eighteen, lived across Europe for nearly two decades, and built my Spotify career in Latin America. This role feels like my whole journey clicking into place.
“Both are regions you can only win market by market, by earning trust locally, understanding what makes each country unique, and building from the ground up. The playbook we’ve developed in Latin America translates directly to Europe.”
Latin America was the fastest-growing recorded music region in the world in 2025, with revenues up 17.1% YoY, according to IFPI’s Global Music Report 2026.
That was the 16th consecutive year of growth for the region, which now holds two places in the global Top 10 – Brazil at No.8 and Mexico at No.10.
Brazil’s revenues grew 14.1% YoY last year, while Mexico’s rose 13.3%.
Streaming accounted for 88.1% of recorded music revenues in Latin America last year.
Europe, the second-largest region, grew 5.6% YoY and accounted for 30.4% of global recorded music revenues.
The region added more than USD $500 million, the second-largest revenue increase of any region in absolute terms.
Its three largest markets all posted growth – the UK (+4.8%), Germany (+1.7%), and France (+3.7%).
“Latin America has become one of the most powerful forces in global music,” Nygren added. “What’s happened here isn’t a trend, it’s a shift.
“A deep feel for what moves culture on the ground isn’t something you can parachute in. It’s something you earn.
“What excites me most isn’t the scale, it’s what becomes possible when you bring these teams together. The knowledge sharing, the creative collisions, the chance to go further together than apart.”
Niklas Brantberg, who started as Spotify’s Managing Director for the Nordics on Monday (September 7) after joining from Overtone Studios, reports to Nygren, according to Spotify.
Signing off her post, Nygren wrote: “Our mission stays the same: stay as close as possible to artists, creators, users, and partners.
“This is the kind of opportunity you dream about. Nu kör vi! Vamos!”Music Business Worldwide
