Spotify rolls out new plans in Saudi Arabia, UAE despite boycott calls over Gaza, ICE ads

Spotify has unveiled new subscription plans in Saudi Arabia and the UAE as part of a regional pilot programme, but the rollout has been met with scepticism as the company faces mounting calls for a global boycott over its alleged links to military technology used in Gaza and its recent hosting of controversial ICE recruitment ads in the United States.

The company said the new Lite, Standard and Platinum tiers were designed to appeal to different types of listeners. The pilot, which will also expand to South Africa, Indonesia and India, offers prices ranging from about seven dollars for Lite to sixteen dollars for Platinum.

“Listening habits aren’t universal,” said Marwen Ben Messaoud, Spotify’s growth director for South Asia, the Middle East and Africa. “Engagement grows when we design experiences that reflect people’s needs and passions.”

The launch, however, comes at a time when Spotify is under renewed scrutiny from pro-Palestinian and migrant rights activists.

A fast-growing movement calling for a cultural and consumer boycott of Spotify is urging users and artists to leave the platform over allegations that Spotify CEO Daniel Ek has invested hundreds of millions of euros in Helsing, a company that develops AI-enabled military systems, including drones reportedly used in the genocide in Gaza.

The campaign, known as "No Music For Genocide", argues that artists should not allow their work to appear on a platform linked to technologies used in warfare and alleged human rights abuses.

The movement also accuses Spotify of censoring pro-Palestinian content following lobbying by pro-Israel groups, and frames the boycott as part of a broader cultural pressure strategy similar to global campaigns during apartheid-era South Africa.

Hundreds of musicians, including Massive Attack, King Gizzard & the Lizard Wizard, Godspeed You! Black Emperor and Deerhoof, have endorsed or joined the boycott by removing or geo-blocking their music in Israel.

Supporters say cultural pressure is a key tool for raising awareness and challenging Israel's military onslaught in Gaza.

Spotify maintains that the CEO's private investments are separate from the company's operations and says it is not involved in the conflict.

Backlash over ICE ads

The platform is also facing criticism in the US after users in recent months received recruitment ads for the Immigration and Customs Enforcement agency (ICE).

The ads, which described migrants as "dangerous illegals" and urged listeners to join ICE, prompted immediate backlash from artists and subscribers who accused Spotify of amplifying harmful, dehumanising rhetoric.

Spotify said the ads complied with its advertising policies and were part of a broader government recruitment programme, but the episode has intensified scrutiny over the company’s ethical standards.

Activists say the ICE controversy has reinforced calls for boycotts across multiple issues, from migrant rights to corporate responsibility in conflict zones.