In April 2024, Midwest princess Chappell Roan skyrocketed to fame after her debut Coachella performance went viral on social media. Less than a year later, after taking the world by storm with hits like "HOT TO GO" and "Good Luck, Babe!", the 26-year-old pop sensation took home her first Grammy award for Best New Artist in February 2025, firmly cementing her status as a global megastar.

None of this comes as a surprise to Sulinna Ong—in fact, she was instrumental in making it happen. As Spotify's Global Head of Editorial, Sulinna leads the charge in curating the platform's playlists, tasked with the responsibility of shaping how its 640 million monthly active users discover and engage with music. Her affinity for spotting emerging talent and predicting music trends has made her one of the most influential figures in streaming.

From a childhood characterized by cultural diversity and displacement to becoming one of the most leading figures in streaming, Sulinna's journey is a testament to the power of music, technology, and human connection.

A Personal Connection to Music

For Sulinna, music is more than just a career; it's a lifelong passion. Her commitment permeates her daily life, as she spends upwards of three hours listening to new tracks—a practice she calls "structured music listening" which enables her to stay ahead of trends and anticipate the artists and songs that will resonate most with listeners.

Sulinna's deep connection to music is rooted in her childhood, serving as an anchor during a tumultuous upbringing. The daughter of a Chinese father and Persian mother, her early life was marked by upheaval; her family fled the Iranian Revolution when she was just a baby, taking her on a nomadic journey across multiple countries before settling in Australia.

Throughout her turbulent early years, music provided Sulinna solace and a source of identity—a constant presence that made her feel at home. This emotional bond has fuelled her mission to create spaces to help others find the same sense of belonging through music.

The Architect of Music Discovery

Spotify has established itself as a leader in personalized playlists, with its annual wrap-up, Spotify Wrapped, taking center stage each year as millions flock to social media to share their stats and music preferences. Behind the scenes of this viral sensation are Sulinna and her team of 130 editors around the world, who are responsible for curating some of the platform's most influential playlists. She explained that the editorial teams at Spotify consist of deep music and culture experts who work closely with product teams to infuse human music expertise and cultural intelligence into the products and features they build for users. These playlists play a crucial role in identifying and amplifying emerging artists, often propelling them to fame and shaping the music landscape.

Her approach to curation combines intuitive art with data-driven science. While algorithms are key in informing audience behavior, Sulinna emphasized the importance of human intuition. She noted that AI machine learning excels at analyzing large datasets but struggles when there is no data, such as for new releases or unknown artists. In such cases, relying solely on data means following trends rather than setting them. This combination of technological innovation and personal insight has been pivotal in spotlighting artists like Chappell Roan and Doechii, both of whom received Grammy nominations for Best New Artist this year.

A Champion of Diversity and Innovation

As a biracial woman working in a male-dominated industry, Sulinna is a strong advocate for diversity and representation, leading the charge in amplifying underrepresented voices and genres and ensuring that Spotify playlists reflect the diversity of global music culture. Under her helm, the platform has championed genres like K-pop, amapiano, and música mexicana, promoting them to audiences worldwide.

Beyond the Office

When she's not listening to music, Sulinna divides her time between gaming, exploring nature, and practicing martial arts. Her love for music and technology has led her to draw parallels between the worlds of video games and the music landscape—both spaces where culture and art come together to shape the tastes of younger generations.

Her love for science fiction, horror, and fantasy, often displayed through her social media posts, also feeds into her creative outlook. These otherworldly genres allow her to explore universal themes of identity, mortality, and the unknown, reminding her that life is fleeting and chaotic and to make the most of her time on earth.

A Legacy of Influence

Sulinna Ong is not just Spotify's playlist muse, but the heartbeat of a global music revolution. Through her work, she has redefined how music is discovered, shared, and celebrated. By blending human insight with technological innovation, she has become a trailblazer in the streaming arena, with a commitment to diversity and inclusion that continues to shape the industry's future.

Looking ahead, Sulinna is focused on her mission to connect listeners with their next favorite song, ensuring that music continues to transcend borders and barriers. In a world that feels increasingly impersonal, Sulinna's work is a reminder of the enduring power of human connection and the magic that unfolds when music and technology converge.