Spotify Appoints Mia Nygren VP of Latin America and Europe

Spotify has appointed Mia Nygren as vp of Latin America and Europe. Nygren, who was previously managing director for LATAM at the streaming giant, announced her new role on LinkedIn.

In her prior role, Nygren oversaw users, subscription and revenue for the region. Her new responsibilities will see her helming growth and business for Europe and Latin America.

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“I left Sweden at 18, lived across Europe for nearly two decades, and built my Spotify career in Latin America,” Nygren wrote in a post on LinkedIn. “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 has become one of the most powerful forces in global music,” she continued. “What’s happened here isn’t a trend, it’s a shift. And at the core of that growth is a truth I’ll carry into everything we do next: nobody understands a market like the people in it. 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 than apart. Our mission stays the same: stay as close as possible to artist, creators, users and partners.”

Nygren has been with Spotify the last 14 years, joining the company in 2011 as a business development director in Stockholm. The Swedish executive was appointed to LATAM head of strategic partnerships in 2013, when she moved to Rio de Janeiro, before being named general manager of Latin America in 2015.