Tag: africa

Talk That Talk Winners Koku and Mariah Dish on Their New Podcast, Pitching at CultureCon, and the Hottest African Music Trends

December 15, 2023

In October, Spotify was front and center at CultureCon New York, a weekend-long event that made space for creators of color to talk, hang, and network. Along with hosting the official CultureCon playlist, Spotify’s Creator Equity Fund showcased its commitment to diverse creators by cohosting CultureCon’s inaugural Talk That Talk podcast pitch contest, offering the winner the chance to record their pilot episode at Spotify Studios in Brooklyn, NY, as well as mentorship from a producer for the first episode.

Talk That Talk’s finalists pitched their ideas to a live CultureCon audience, and afterwards our panel of judges selected the winner: Ghanaian creators Koku and Mariah. Their show, In The Mix, looks at the rise of Afrobeats as a global phenomenon while examining the ways it has influenced—and been influenced by—the rest of the African music landscape.

And after months of hard work, we’re thrilled to announce that the first episode of In The Mix is ready for the world to stream.

For the Record sat down with the duo before the launch of In The Mix to talk about the experience, their aspirations for the series, and the trends in African music that excite them most.

What was it like to record the first episode of In The Mix at Spotify Studios?

Mariah: It was very cool. I’ve never really been in the studio before. So having the camera, the mics—I was feeling pretty important. But it was a little nerve-wracking in terms of making sure that I asked the right questions, stuck to our narrative, and made the best use of our opportunity. This is a once-in-a-lifetime type of thing and we’re very grateful.

Koku: I’d also say this was much, much different than recording in my home. I can be in my own room, no one is there, and it’s not as big of a deal if I make a mistake. So there was a bit of pressure at the beginning, but after the first five minutes, it was great and it just felt like a conversation.

Was there a single “a-ha moment” that inspired In The Mix, or was this an idea that you’d been mulling over for a while?

Mariah: This has definitely been years in the making. Koku has another podcast where he talks about soccer with his friends, and that inspired me. I was like, “Oh it would be fun to start a podcast.” We just were never able to find the time—our schedules were crazy back then. So when I saw the pitch competition on the CultureCon page, it felt like the stars were aligning. We decided to submit a pitch at the last minute. And when we were chosen as finalists, it was like, “Okay, this is something that the universe and God is telling us that we have to do.” 

What fresh perspectives do you want to bring to podcasting with your show?

Koku: I don’t think there are too many podcasts dissecting African music or trying to do it in the manner that we are. Most African music history has been word-of-mouth—almost like folktales. And the cool thing about podcasting is that you can record those sorts of conversations and they live online for years to come. It’s time for us to own that narrative, and we hope that African artists will come to In The Mix to have those conversations.

Mariah: We really want In The Mix to be research based and [to] share actual knowledge about our continent and country. But we also want it to be fun. We’re really interested in pushing our culture to the world. We want to get to the point where we’re owning our narrative and owning our culture. 

On that point—owning your culture—what do you believe the world is missing right now?

Mariah: Just the variety coming out of Africa—the different sounds and languages coming from different countries. So I would really like people to sort of go out of their comfort zone and just try something new. You see that with Ghanaian musicians, for example. There’s so much that we’ve influenced but can’t even claim because it got out of our hands. 

I also think there are a lot of African R&B artists who can’t even claim they’re R&B. Like Tems is an R&B artist.

Koku: That’s like our main pet peeve right now. Afrobeats has become this singular genre, and that’s why we want to break down the components of it. To help people understand where the sound comes from.

I want to hear more R&B from African artists. It seems like everyone feels like they have to make dancier songs, but I want to hear some soul. I want to hear people singing. But I’m biased because I love soul and R&B in general.

Are there any lesser-known genres or artists that people should be paying attention to? 

Mariah: In terms of genres, definitely Asakaa, which is like Ghanaian drill. Super, super good. I don’t even know how to describe it, but if you listen to the music, you can just feel the passion; you can feel the streets coming from these rappers. 

Also, Alté, which is African alternative music. I think it’s a really powerful genre—basically an African take on R&B and pop, but a little weirder.

And then some artists people should check out include Alté artists like Odunsi (The Engine) and Maison2500, and Asakaa artists like Jay Bahd and O’Kenneth. We also love AmaaRae and Simi, who have already blown up.

Turning back to your show, are there podcasts that you looked to for inspiration? 

Koku: One podcast I did take note of was Watching The Throne. It’s just two guys that dive into Kanye West’s discography, and what makes it so good is the amount of research they did and the background knowledge they provide.

Mariah: I also listened to Mogul, which gets into the backstories of how hip-hop artists came to be who they are. There’s also a video series by Nigerian media collective Sample Chief that breaks down the history of African music samples and how a lot of the newer songs that are hot right now are inspired by older songs. 

After you listen to the premiere episode of In The Mix, discover more of the hottest artists from one of Koku and Mariah’s favorite African genres on our playlist, Alté Cruise.

20 African Artists Spotlighted by FC Barcelona You Should Know

November 9, 2023

a FC barcelona football game

Through our first-of-its-kind partnership with FC Barcelona, we’ve brought the worlds of music and sport together for fans around the globe to enjoy. Whether it’s special matchday shirts featuring the logos of ROSALÍA, The Rolling Stones, and Drake, or our artist takeovers at Spotify Camp Nou with Sans Soucis and Blas Cantó, we’ve given artists a global stage to showcase their talents like never before. 

In particular, Spotify has featured a number of African artists in these moments throughout our partnership. We’ve played their songs through stadium speakers, showcased their names  pitch-side on LED screens during matches, and added their tracks to playlists on the official FC Barcelona page on Spotify so that fans worldwide can enjoy the exposure this partnership has offered them. With 23 million FC Barcelona fans in the Middle East and Africa, this also marked a great opportunity to bring their local talent to a grand, global stage. And now, artists like ODUMODUBLVCK, Pabi Cooper, Teni, and Ch’cco are front and center in our latest video campaign.

We also took a selection of Egyptian creators, like professional football presenter Ibrahim Fayek, on an exclusive tour to watch FC Barcelona matches. 

Read on to get to know the 20 dynamic artists who have commanded the spotlight alongside FC Barcelona. 

Afroto

Egypt

Since emerging on the scene in 2016, rapper Afroto has won over fans with hit singles like “Brazil” and “7ALA.”

Amir Eid 

Egypt

A singer, composer, guitarist, and actor, Amir Eid is best known as the lead singer of Cairokee, one of Egypt’s top rock bands.

A-Reece

South Africa

Rapper A-Reece’s career took off with the release of his best-known single, “Mgani”; and following the release of his debut album, heaveN caN waiT: thE narroW dooR (vol.1), in 2021, his star has continued to rise.

BNXN

Nigeria

Following the release of “Spiritual,” his 2019 collaboration with Zlatan, Afro-fusion artist Bnxn (fka Buju) has gained attention for his infectious hooks, which have featured on other popular Afropop songs over the years.

Ch’cco

South Africa

After the popular choreography-infused song “Nkao Tempela” became a viral hit in 2019, Ch’cco immediately became a name to remember. Since then, he followed up with hit single “Pele Pele” and was featured on Pabi Cooper’s 2022 hit “Banyana Ke Bafana.”

CKay

Nigeria

With one of the most popular Afrobeats songs of all time, “love nwantiti (ah ah ah),” to his name, CKay is one of the Nigerian artists responsible for turning Afrobeats into a global phenomenon. 

Davido

Nigeria

One of the most popular afrobeats artists in the world, Davido is referred to as “OBO” by his fans. In 2019, his smash hit “Fall” made history when it became one of the longest-charting Nigerian pop songs, and he reached new heights in 2023 with “UNAVAILABLE,” his collaboration with Musa Keys.

Essam Sasa

Egypt

One of the fastest-rising artists to come out of the region recently, Essam Sasa continues to peak on Spotify’s Egypt charts with hits like “Yalla Nedy Lely Baana Bosa.” The pop star is known for his contemporary take on traditional genres, like Shaabi music.

Fireboy DML

Nigeria 

After his hit single “Scatter” was included on EA’s FIFA 21 Soundtrack, Fireboy DML quickly made a name for himself around the world. In 2022, the singer released his third studio album, Playboy, to great fanfare.

Joeboy

Nigeria 

Popular among Gen Zs and millennials due to his timeless love songs, Joeboy caught everyone’s attention with his 2019 hit “Baby” and has since been able to establish himself as one of the finest voices in Afrobeats and R&B.

Lloyiso

South Africa

When Lloyiso released “Nontsikelelo” in 2018, he reminded the music industry why he placed in the top five of the popular singing competition Idols SA as a 16-year-old back in 2015. Today, the 24-year-old is a mainstay on local and international stages, opening for renowned artists such as Tamia. 

Major League Djz

South Africa

Credited with amplifying the global presence of amapiano, Major League Djz are a cornerstone of South Africa’s music scene. Their popular releases, “Ndikuze” and “Shoota Moghel,” continue to dominate the dance floors from Mamelodi to Soweto. 

ODUMODUBLVCK

Nigeria

Starting his music journey in Abuja, rapper ODUMODUBLVCK rose to fame with his breakthrough song “Picanto.” Earlier this year, he took over the airwaves with his hit “Declan Rice,” catching the attention of the professional footballer following its release. 

Olamide

Nigeria 

The success of many street pop and Afrobeats artists can be linked to Olamide, whose record label YBNL is home to like-minded artists Fireboy DML and Asake. His debut single, “Eni Duro,” propelled Olamide to stardom in 2010 and he has since become one of the most revered figures in the Nigerian music scene, most notably releasing the hit single “Infinity” with Omah Lay in 2020.

Pabi Cooper

South Africa

Also known as “Pretoria’s finest,” Pabi Cooper traded her life as an influencer and content creator for one as an artist with the release of her 2021 single “Isiphithiphithi.” One of the most recognizable amapiano artists in South Africa, she has gone on to release notable singles like “Waga Bietjie” and “Banyana Ke Bafana.”

SPINALL

Nigeria 

An internationally recognized Nigerian DJ and producer, SPINALL is known for his signature hats. His collaborations with Wizkid and Mr Eazi have contributed to his growing popularity around the world. 

Teni 

Nigeria 

Fondly referred to as Teni Makanaki by her fans, this exciting talent introduced herself to the world with her hit 2018 single “Fargin.” Since then, she has successfully challenged gender stereotypes and worked to redefine the modern image of a celebrity, allowing fans to focus on her amazing music, which includes singles like “Case” and the Davido collaboration “FOR YOU.”

Tyla

South Africa 

Known as the princess of amapiano, Tyla first gained recognition in 2019 when she dropped her single “Getting Late.” The singer has enjoyed a red-hot 2023, making global waves with her hit single “Water,” which has generated over 120 million streams on Spotify to date, and starring in a RADAR Africa mini-documentary that tracks her ascent to the global spotlight.  

Wizkid

Nigeria 

Referred to by some as the biggest Afrobeats artist in the world, Wizkid is one of the most influential African artists of all time. He first caught the ears of fans worldwide with his 2014 single “Ojuelegba,” which earned a remix from Drake a year later. His Grammy-nominated collaboration with Tems, “Essence,” was dubbed the best song of the summer by Rolling Stone in 2020. Last year, the star released More Love, Less Ego, his fifth studio album. 

Zlatan

Nigeria 

Considered the pioneer of the zanku dance style popularized by his single of the same name,  Zlatan Ibile shook the streets of Nigeria and has become one of the most buzzed-about artists in the country, also appearing on Chinko Ekun’s 2018 hit “Able God.”

Spotify and COLORSxSTUDIOS Spotlight African R&B Talent

October 20, 2023

Maya Amolo, Mbryo, and M^3, and Lukorito in the studio working on a song.

Sub-Saharan Africa is a hotbed of musical talent, especially when it comes to R&B. Our flagship playlist Tantalizers already highlights some of the smoothest acts in the genre, and now, through a partnership with COLORSxSTUDIOS, we are raising the profile of more African R&B artists.

COLORSxSTUDIOS is a unique visual music platform that features artists performing in front of a striking, single-color backdrop with no other people, effects, or visuals. Its goal is to provide a calm, minimalistic stage that gives the artist room to shine. Spotify partnered with the company for a special recording of A COLORS SHOW, the organization’s signature series. 

In addition to the live audio-visual experience, Spotify and COLORS partnered to host a writing camp for burgeoning and established songwriters, artists, and producers. Taking place in Nairobi, Kenya, over three days, the camp brought together 18 participants from all over the African diaspora and placed a special emphasis on creative collaboration. 

Msaki & Karun writing a song

Msaki and Karun

Several of the songwriters, artists, and producers shared what they’ll be walking away with after the experience. 

What’s the secret to a successful collaboration with others while working on a new piece?

Bien, artist and songwriter: The secret is vulnerability, as well as an open heart and mind.

Karun, artist and songwriter: I think it’s getting to a place where you understand where someone’s head is at and where they want to take the session. Then you meet halfway. That’s something I learned from this session from this writing camp: Everybody has their own method and their own way of expressing, and when you can find a way to kind of make that mesh without getting in each other’s way, it can be really beautiful.

Xenia Manasseh, artist and songwriter: Risk and trust, combined. And openness. That’s it. They’ll give you everything that you need. They’ll come with what they have. I’ll come with what I have. And if we’re both willing to be open with each other, there’s no way that we’re not going to create magic. 

Manana, artist, songwriter, and producer: Humility. To collaborate well I believe you have to leave all ego and arrogance at the door, put the music first, and make that the priority of the session.

Tay Iwar, artist, songwriter, and producer: Openness, positive criticism, patience, and focus . . . every idea has different viability and validity; some are just more effective.

NNAVY, artist and songwriter: A successful songwriting session is one where you feel inspired; where there’s a kind of bubble surrounding the studio and all the people in it. Words are flowing, people are inspired, and every idea makes sense in that moment. Or sometimes a successful songwriting session is when you’ve had an unfinished or blurry idea, then suddenly your lyrics become clearer and you can finally see the direction the track is taking. 

Xenia Manasseh working on a song

Xenia Manasseh

What’s one big takeaway from your songwriting camp experience?

Lisa Oduor-Noah, artist and songwriter: You should always be an avid learner. I think the form a song takes and its melodic qualities are different for so many different artists, especially when you account for different cultural backgrounds. So always be an active learner.

Zowie Kengocha, artist and songwriter: I’ve learned to take risks and freestyle as much as I can, and not be afraid to make mistakes.

Maya Amolo, artist and songwriter: One big takeaway from this experience is that collaboration is everything. 

Ukweli, producer: I had a great experience at the writing camp. Getting to work and talk with African artists has reinvigorated my desire to have more collaborations with artists from all over Africa and the diaspora. 

Lukorito, producer: There’s value in maintaining your unique identity while collaborating. My most rewarding sessions happened when I trusted my instincts and believed in myself, even when collaborating with more established artists. It reinforced that authenticity is crucial for meaningful collaboration. You have to show up!

MAUIMØON/La Soülchyld, artist, songwriter, and producer: It helped reignite my passion for songwriting. It was great being able to see the other incredible writers and how they think about melodies, lyric choices, and vocal performances. As a producer, it helped me want to focus more on my arrangements and sound selection. It was a great experience that gave me a lot of incredible ideas.

M3,, producer: The importance of collaboration and having fun while creating art. Being in different rooms with so many great musicians and just bouncing ideas off each other was fantastic. It was really encouraging seeing how we perfected someone’s vocal idea or baseline from just an idea in their head. The important thing is that everyone was on the same vibe and enjoyed the moment.

Titose, artist and songwriter: Apart from Kenya being extremely beautiful, and the Spotify and COLORS team being so helpful, it was meeting different artists and songwriters from different parts of Africa. Writing with Berhana, Tay Iwar, Maui, and Xenia sparked my creativity and inspired me to try different songwriting processes. They all had different styles and approaches to writing, which inspired me to try new things in my own music and gave me the desire to pick up a new instrument! It was an eye-opening, wholesome experience that solidified the power we all know music to have—bringing people together!

Mbryo, songwriter: There’s always beauty and magic in collaborating with people of diverse cultures who have different ideas on how good music should sound and feel.

MAUIMØON recording a song

MAUIMØON

Hosting this camp and spotlighting these creators is one way Spotify’s hoping to empower the next generation of emerging artists while celebrating African R&B talent. Listen to more of these artists on our Tantalizers playlist.

 

 

Rema’s “Calm Down” Becomes the First Track Led by an African Artist to Join Spotify’s Billions Club

September 11, 2023

Rema, one of Nigeria’s fastest-rising stars, is joining the Billions Club on Spotify. “Calm Down,” his hit single featuring Selena Gomez, has been exciting listeners on the dance floor and beyond since it was released in August 2022—and has been streamed repeatedly.

This achievement marks the first time an African artist–led track has racked up a billion streams on Spotify. And Rema is a worthy champion, as one of the top 10 most-streamed Afrobeats artists on the platform.

There’s power in a musical collaboration, especially when it’s from genre-spanning global artists. Collaborations can help fans discover new music, and can help artists attract new fans. “Calm Down” is one example of cross-cultural musical fusion that lets each artist shine in an unforgettable remix. The catchy blend of Afrobeat rhythms and melodies, coupled with Rema’s and Selena’s vocals, results in a bona fide billion-strong hit.

“It’s a blessing. It’s not just a big win for me, my team, and family; it’s also a big one for the culture,” shared Rema. “I feel really happy, and I’m really proud of the fans as well for going back to the song and putting people onto the song. Shout-out to the DJs and everyone who made this possible.”

Spotify data shows that the highest number of streams of “Calm Down” are coming from the U.S., India, Mexico, Brazil, and the U.K.—proof that the song truly transcends borders. It’s also been added to more than a million Spotify playlists.

“This milestone is absolutely remarkable for Rema, marking a pivotal moment for this talented artist and the entire Afrobeats community. It’s clear that the genre is making a significant impact and gaining substantial influence on the global music stage, and we are excited to continue supporting it at Spotify,” said Victor Okpala, Spotify’s Artist and Label Partnerships Manager for West Africa.

Joining the Billions Club cements Rema’s trailblazer status. It also highlights a big moment for Afrobeats music, and proves how the genre continues to evolve and grow.

Check out other tracks that have made it into the Billions Club, below.

The Giants of Africa Festival Inspires African Youth to ‘Dream Big’ Through Basketball, Culture, and Music

August 16, 2023

As one of the fastest-growing music markets in the world, Africa is home to dynamic genres like Afrobeats and amapiano that have taken pop music by storm. And while artists like Burna Boy, Rema, CKay, Wizkid, Tems, and Davido have risen as icons on their home continent, they’ve also succeeded on the global stage. 

The future is bright for African music and its stars, but there’s also a new generation of talent outside of music who are ready to show the world what they can do. That’s why we’re teaming up with the Giants of Africa Festival in Kigali, Rwanda, to showcase a shared vision for the continent’s future through music and basketball.   

To tip off the event, which runs August 13-19 and will see over 250 youth from 16 African countries in attendance, we worked with Giants of Africa (GOA) to create a special video, Music In Motion. Featuring players from the Nigeria Youth National Team who took time to share the ways music and basketball are linked in their lives. 

Co-founded by NBA executive Masai Ujiri, GOA uses basketball as an avenue to inspire African youth to dream big while also emphasizing education, empowerment, and leadership. Since 2003, GOA has positively impacted over 40,000 African youth across 17 countries by providing access to basketball courts and skills camps.

Along with the Music In Motion video, Spotify will also be presenting the festival’s closing concert. The headliner will be the magnetic Davido, and he’ll be joined by Tiwa Savage, the Nigerian singer-songwriter and actress known as the Queen of Afrobeats; Rwanda’s own Bruce Melodie, a gifted singer-songwriter known for his soulful melodies; and Tyla, a rising star recently selected as a featured artist for our RADAR program. Their performances promise to create an electrifying atmosphere and leave a lasting impression on festival attendees.

Together with GOA, we’re committed to supporting a new generation of talent by uniting the best of African youth, basketball, music, and culture.

Be sure to hit play on our Giants of Africa playlist, which features Afro hits from the 16 countries represented at the continent’s premier basketball festival. 

Spotify Invests in the Future of Ghana’s Rising Creators

March 28, 2023

Sandy, Phiona, and Joe at Vibrate Space

Ghanaian creators are having a moment on Spotify. For every stream in Ghana of a local artist, there are six more streams in markets around the world. Examples include singer, rapper, and Spotify RADAR artist Black Sherif, whose hip-hop and reggae blends are finding new listeners in Nigeria and the U.K.; and Atlanta-based singer-songwriter-engineeer-producer and EQUAL artist Amaarae, who has recently seen her music soar to new heights in Chile, India, and Mexico. 

EQUAL artists Moliy and Gyakie and Fresh Finds artist Kofee Bean, among countless others, are seeing listeners in markets like the U.S., Germany, the Netherlands, Canada, and France. And there’s even more on the podcast side, as Sincerely Accra, a Ghanaian podcast, was named one of 13 African podcasts to receive a share of Spotify’s $100,000 African podcast investment last year.

This week, we increased our ongoing commitment to artists and creators across Africa through a donation to Vibrate Space from our Creator Equity Fund. Vibrate Space, operated by Surf Ghana in Accra, is a community recording studio and music business program that offers education and mentorship for young Ghanaian artists so they can create, connect, and collaborate. Over the past six months, Vibrate has registered more than 200 studio bookings and hosted many more creators for events and classes.  

We first partnered with Vibrate in September 2022 with a donation that assisted in the launch of the studio. Now, to help Vibrate achieve its robust plans to further support the creative economy in Ghana, we’re making an additional donation from the fund.

At an event at Surf Ghana, Spotify’s Global Head of Artist and Audience Partnerships, Joe Hadley, shared the news. “Spotify is proud to continue our efforts to support and uplift creatives with our Creator Equity Fund. I’m excited to share that from that fund, we’re announcing a donation to the Vibrate Space in Accra, Ghana,” he said to a room full of African artists as well as the Vibrate team. “They have been incredible partners to us, continually pouring into the local community and creating a space where artists can come together to grow creatively. We’re looking forward to hearing the music, stories, and success that will come out of Vibrate.”

South Africa Looks Back at Five Years of Spotify Streaming

March 13, 2023

When Spotify launched in South Africa in March 2018, new users and music lovers raced onto the platform to stream Thelonious Monk’s “‘Round Midnight.” In the five years since, listeners in the region have made millions of playlists spanning nostalgic jazz, pop, hip-hop, rap, home-grown Amapiano, and much more, and have spent billions of hours listening to podcasts. This has led to thousands of artists and creators finding an audience for their craft, with South African artists themselves having released over one million tracks.

Today, we mark this five-year milestone by looking back on the early days of Spotify streaming in South Africa. 

Originally, the only South African song featured in the first 10 tracks played in the market was Shekhinah’s “Thirsty.” Now, Canadian rapper Drake takes the top spot. He’s followed by Amapiano artist Kabza de Small in second place, The Weeknd and Juice WRLD in third and fourth, and South African DJ Maphorisa to round out the top five. The combination of global and local talent is further testament to the massive appeal and growth of Amapiano, and South African music in general.

“Spotify provides a global platform for these creators to share their music and podcasts with the world, and our entrance into the market has allowed local artists to grow their audiences and monetize their creativity,” said Jocelyne Muhutu–Remy, Managing Director for Spotify in Sub-Saharan Africa. “Spotify programmes like EQUAL, Fresh Finds, RADAR, and GLOW have also helped to market and support local, emerging, and underrepresented artists.”

Last year, we announced that we would include four South African podcasts in our Africa Podcast Fund. With this initiative, we’re supporting burgeoning podcasters through financial grants, workshops, and networking opportunities, and amplifying their stories. Our goal is to help platform African creators on a global scale and shift the historically restrictive view of stories about the continent.

Celebrate South Africa’s milestone anniversary with the Top 50 tracks being streamed in the country today.

Get To Know the 13 Podcast Grantees of Spotify’s New Africa Podcast Fund

October 24, 2022

microphones and mouths dance around a colorful stage

In the year and a half since Spotify launched in more than 80 new markets around the world, we’ve been paying close attention to the many storytellers and entertainers across the African continent and using our platform to amplify and empower creators through activations on Fela Kuti’s birthday and Africa Day, spotlights on RADAR artists, and more.

Now, we’re turning up the volume on even more up-and-comers with a first-of-its-kind podcast initiative called the Africa Podcast Fund. Through this initiative, we’ll support burgeoning podcasters and further amplify their stories, bolstering their careers through financial grants, workshops, and networking opportunities. 

We offered the $100,000 fund to 13 creators from South Africa, Nigeria, Kenya, and Ghana—the four African countries with the biggest podcast listenership. The fund also includes a Cameroonian podcast with a large listenership both in France and in Francophone African countries, such as Cote d’Ivoire. And languages abound: Given the wide range of selected countries, the winning podcasts are recorded in a range of languages including Pidgin, English, French, Sheng, Ga, and Twi. 

The recipients of the fund are independent emerging podcasters with growing audiences. We focused on supporting podcasts that showcase a range of voices, formats, languages, and content from hosts of all genders. Our goal is to help platform African creators on a global scale and shift the historically restrictive view of stories about the continent.

“We’re excited about the development of podcasting in Africa, particularly because the medium allows underrepresented African voices to tell the story of Africa,” says Melissa Mbugua, Co-Director of Africa Podfest, the organization that will administer the fund. 

Get to know the 13 podcast recipients (in alphabetical order by country) below.

Cameroon

Entrepreneur, journalist, and art collector Diane Audrey Ngako is the host of the French-language podcast Si Maman M’avait Dit, which roughly translates to “if my mom had told me.” On her podcast, Diane Audrey gives the floor to guests, posing questions about what lessons they’ve learned navigating their lives, careers, and relationships.  

Ghana

Sincerely Accra is a popular Ghanaian podcast based on urban life in the national capital, Accra. Episodes alternate between vox pops and in-studio interviews predominantly in English, with an occasional blend of Pidgin, Twi, and Ga. The podcast is fast-paced and colorful, featuring a mix of personalities with exciting and varying discussions driven by both the speakers’ opinions and pop culture. It’s hosted by Joseph Nti and produced by Kwame Asante. 

Kenya

The Sandwich Podcast, which has the most listeners in Kenya, is hosted by four creatives: Joan, Kibz, Nyamita, and Owen. Delivered in a mix of English, Swahili, and Sheng, the show covers topics that include life experiences and anecdotes, and sometimes features other guests.

The Messy Inbetween is hosted by Murugi Munyi and Lydia Mukami, who use their lived experience to cover and offer advice about love, money, work—and all the things that make life what it is. TMI provides a safe space for women to discuss their experiences candidly.

Mantalk.ke, hosted by Kenyan creators Eli Mwenda and Oscar Koome, recognizes the need for male-led conversations around issues such as toxic masculinity, fatherhood, feminism, dating, and self-care. The two hosts strive to have uncomfortable conversations, even if that means putting themselves on the spot. 

Nipe Story—hosted and narrated by Kenyan writer, journalist, and queer activist Kevin Mwachiro—gives a voice to written African short stories. Mwachiro provides a platform for African writers to have their short stories heard. 

Nigeria

I Said What I Said, one of the most popular podcasts in Nigeria, is hosted by Feyikemi Abudu, an entrepreneur who is excited about helping small businesses grow, and by Jola Ayeye, a storyteller with a core interest in contemporary African culture. Each week, they dive into the Lagos millennial experience and share their takes on current happenings in Nigerian society. 

Tea With Tay, hosted by Nigerian content creator Taymesan, covers societal issues and personal experiences in a fun, light-hearted, and entertaining way. Taymesan hosts celebrities and other guests for engaging topical conversations that spotlight their unique and intriguing stories.

F&S Uncensored covers music, pop culture, and personal experiences. Hosted by Feyikemi Akin-Bankole and Simi Badiru, the podcast offers commentary on trending pop-culture topics and informed opinions on how these topics affect everyday Nigerians.  

South Africa

Hosted by Gugulethu Nyatsumba, After School Is After School with Sis G.U. aims to speak more openly and honestly about the battles that Gugulethu continues to face in her 20s. The podcaster fosters a connection with the audience, sharing life lessons and inspiring emotional growth.

South African podcast The Journey Kwantu, hosted by Vusumzi Ngxande, explores and questions matters around African spirituality and identity. On each episode, Vusumzi holds a conversation with a guest where they dig into the most complex issues around African beliefs.

On Wisdom & Wellness with Mpoomy Ledwaba, host and content creator Mpoomy Ledwaba aims to foster connections with her guests and inspire her audience through important conversations that touch on life lessons and individual journeys. 

Convos & Cocktails with Lesego Tlhabi is a podcast hosted by the prominent South African satirist Lesego Tlhabi, best known for her character Coconut Kelz. The focus of Lesego’s podcast is candid conversations that “we, as Black women, want to have . . . but often don’t.”

Sounds of Africa: Creators Bring the Continent to Life on Spotify

May 25, 2022

a graphic image showing all the artists and podcast cover arts that are part of the sounds of africa creator campaign

May 25 marks Africa Day, which recognizes the creation of the African Union and offers a chance to reflect on the progress that has been made across the continent since 1963. To commemorate the occasion, Spotify is celebrating local voices through the new Sounds of Africa campaign.

The continent is home to an incredible array of talented individuals who are sharing their unique creativity, storytelling, and sounds with the world. So from social media to on-platform efforts, this campaign spotlights emerging African talent in music and podcasting. 

“African creators are doing amazing things in the music and audio content creation space. Moreover, the stories of this crop of creatives are helping others find their passions and their voices,” said Jocelyne Muhutu-Remy, Spotify’s Managing Director for Sub-Saharan Africa. 

 “They’re teachers, friends, and companions on people’s daily commute. They’re ambassadors for the continent, sharing the sounds of Africa. And, at Spotify, we are committed to helping them do just that,” Jocelyne added. 

Spotify also announced the creation of the Africa Podcast Grant to help highlight voices from the continent. The $100,000 fund is open to 10 creators, and they can be up-and-coming or established. This fund aims to amplify underrepresented stories and perspectives in podcasting.

As a part of Sounds of Africa, Spotify is highlighting six African artists and six African podcasters through a digital-first campaign to drive users to their various Spotify pages. For the Record caught up with each creator to learn more about what Africa Day means to them.

Feyikemi Abudu and Jola Ayeye: I Said What I Said podcast

I Said What I Said Podcast poster

“Africa Day, for us, is a day to celebrate Africans and people of African descent all over the world. It allows us to celebrate our growing cultural impacts on the globe while highlighting our diversity in different elements of art, music, fashion, food, and culture. We should always pay homage to Africans who stand out and who have made an effort to place Africa on the map. It should be a time to celebrate the champs of African creatives, businesses, and people across the continent.”

Joan, Kibz, Nyamita, and Owen: The Sandwich Podcast

The Sandwich Club podcast poster

“Africa Day reminds us of the sense of individuality that we have been able to achieve as a continent and celebrates the uniqueness of our African culture. This is also an opportunity for different creators to interact. This brings us unity, which we have always celebrated and will always continue to celebrate each and every day.”

Eli Mwenda and Oscar Koome: Mantalk.ke podcast 

Mantalk.ke Podcast Poster

“Africa Day for us is a time of African renaissance, African celebration, and people celebrating a continent that is rich with culture and wildlife.”

Taymesan: Tea With Tay podcast 

Taymesan: Tea With Tay podcast poster

“Africa Day is for celebrating Africa’s heritage and cultural impact on the world while highlighting our uniqueness and diversity, expressed through music, art, craft, advocacy, and fashion.

“It is also very important to recognize outstanding Africans whose efforts have served to place Africa on the global map. The triumphs of African creatives, leaders of industry, and pioneers from across the continent must be celebrated as a reminder of how special we are.”

Nicole Engelbrecht: True Crime South Africa podcast 

True Crime South Africa poster

“For me, Africa Day is about celebrating the immense pool of talent we have on this continent. Whether it’s singing or podcasting, Africans have amazing stories to tell through their art, and I think Africa Day provides us with a platform for more people to hear and celebrate our uniqueness.”

Gugulethu Nyatsumba: After School Is After School with Sis G.U podcast 

Gugulethu Nyatsumba: After School Is After School with Sis G.U podcast poster

“Africa Day is a day where we get to celebrate our continent’s rich cultural identity and our many different heritages. To me, it’s a day where I get to be that much prouder of my roots, my people, and my continent. I try my best to learn something new about this beautiful environment I live in.” 

LADIPOE

LADIPOE poster

“To be honest, I feel like every day is Africa Day. But I’m grateful that it’s now a day that we’re using to celebrate the fact that there are 54 countries that make up this continent and that so much can be achieved when we move in one accord. It’s really something to celebrate.

“I feel like I became a much better writer when I began to tell the stories of my people and myself within my country and within my continent because there’s no place like Africa. The stories are a way to connect with the people. So when I sing ‘how far with Lagos on a Monday/traffic is as bad as the news on the front page/judging by my salary/I might as well be unpaid,’ trust me, the people who are living where I live understand what I’m talking about.”

Preyé

Preyé poster

“As an artist, Africa Day means reflecting on all the influences the continent has given me. There is so much raw talent here, and the range of sounds is crazy. The more I become a student of my art, the more I see how the diversity of the sounds I’m drawn to—everything from jazz to soul, funk, and folk—end up bringing me right back to this continent. 

“Living in, and listening to, Africa already affects the kinds of rhythms I come up with. When I grew up as a kid, I loved the sound of Nollywood, and the drama of it. The soundtrack literally tells you the whole story because it’s so vivid. There’s also the fact that there are so many languages here. Every language is its own song, and hearing all Nigeria’s languages has definitely influenced my melodies and harmonies—the flow, the inflections, cadences, and the drops. 

“I try to incorporate sounds from my part of Nigeria specifically, like the drum patterns, chanting vocals, and Pidgin English. My dad is from Okrika in the south of Nigeria, and my Mom is Igbo in the southeast, so I grew up hearing their languages, and they each have their own unique eclectic sound that I bring to my own music.”

Nikita Kering’

Nikita Kering' poster

“Africa Day is a time to celebrate each and every thing that comes from Africa. We have literally anything here. Very beautiful, very rich and bold. And I feel like it’s just a day to share it with the world because that sort of energy should never be contained.

“The music coming out of Africa is rich. It is bold. It is colorful. It is dramatic. And the more you listen to it, I think the more you get hooked. So I just hope that listeners can intentionally take the time to soak in the beauty that comes from here. It’s just amazing. And it’s always changing and developing into something because there are so many different tribes, cultures, and sounds from different parts of Africa that sound nothing like each other. But they all come together and sound so beautiful.”

Nomfundo Moh

Nomfundo Moh poster

“Africa Day is a special day to celebrate African pride and how diverse and unique we are.

“My music is dominated by various drums, which are symbolic of African sounds, and there’s use of vernacular on my lyrical content to invite different Africans in listening to my music.”

Zoë Modiga

Zoë Modiga poster

“Africa Day to me is such a symbolic reminder for us to reconnect with who we are as Africans and the African diaspora. 

“Our continent shows off its affluence with a plethora of resources, cultures, stories, beliefs, people, ways of living, ways of thinking, and music. All that we are makes us an abundant people who give the world so much soul, depth, character, and excitement. Though we have conquered many adversities and continue to be faced with many, we are such a gift to the global ecosystem. We are the heartbeat. 

“I would say my music represents a lot of what our constantly evolving, vast, modern sounds and stories are. Thematically, my music seeks to celebrate the human story, the Black experience, and the African glory that we are. It explores how we connect generations and explore new ideas without ever losing the essence of who we are. The perspective of life I share celebrates our diverse selves while using English and my mother tongue, isiZulu, to awaken healing, joy, and spirit. There is an inspired way my music expresses a melting pot of soundscapes while allowing the indigenous knowledge systems and sounds to take center stage.”

 

Now that you’ve had a chance to hear from these creators, check out the African Heat playlist on Spotify.

 

For Kenyan Artists, the Emerging Gengetone Genre Is a Way of Life

August 31, 2021

Around the world, young listeners and artists are reimagining and reshaping modern music to reflect their point of view. This is particularly true in Kenya’s capital and largest city, Nairobi, where the emerging genre gengetone is on the rise—and with it, a heated new Spotify playlist known as Gengetone Fire.

Gengetone is inspired by genge, a Kenyan hip-hop genre that was popular in the 2000s. The music is often in Sheng, or Swahili slang, as is the name of the genre itself, which means “group or mass of people.” Recently, young creators have revived and evolved the local beat, drawing from dancehall and reggaetón to create the new sound of Kenya’s streets. And as for lyrics? Artists use the genre to rap about their lives and express their hardships. 

“With gengetone, you’re free to be yourself,” Iphoolish, a member of the popular group Mbuzi Gang, explained to For the Record. “It lets you sing how you feel and in the way you want.”

Plus, the genre’s high-energy, danceable rhythms have staying power. “The gengetone sound is enticing,” added Joefes, another member of Mbuzi Gang. “For example, if I play two or three tracks now and you leave, when you get home, it will be stuck in your mind. You will not know what it is exactly, but the effect is lasting.”

Spotify music editors for the region also noticed that the resonant beats were sticking with listeners across Nairobi. In response, they launched Gengetone Fire, a Spotify exclusive playlist that features hot hits from across the scene and stays true to the reality on the ground, which is that the genre pays no mind to mainstream media. It is for the streets, by the streets, and it spreads quickly.

No matter how the catchy tunes move, listeners and creators alike are confident that the audience will only continue to grow. Joefes even compares the emerging genre to reggaetón, predicting a similar global popularity as more listeners discover it. After all, the genre’s appeal goes beyond its beat to speak to an experience.

“Gengetone [tells the story] of the life that youth are going through in the hood,” said Joefes. “It’s not a genre, it’s an identity. Gengetone is a sound that’s alive in the streets, especially in Nairobi, because it started right here.”

The genre’s local roots are meaningful to Nairobi’s next generation of creators. In Kenya, other international music like Nigeria’s Afrobeats and Tanzania’s bongo fava had long dominated radios and clubs. But that all changed in 2018, when gengetone emerged and became the first homegrown genre in several years to take over the country’s airwaves. It has since spread like wildfire, achieving millions of streams on YouTube and a growing following on Spotify. 

Female artist Ssaru, a rising star in the male-dominated landscape, explained the national pride the music evokes: “When it came, it filled a gap in the music industry. Before, we used to just listen to music by other people, but now we have something to own as Kenyans. This is the type of music that brings youth together.”

As gengetone continues to evolve, Spotify editors recommend keeping an eye on some of the genre’s most popular artists, including: Ethic Entertainment, Boondocks Gang, Sailors 254, Ochungulo Family, and Matata. These young performers are leading the Nairobi scene and moving the music forward, connected in their passion for the hip-hop sound. Artist Exray Taniua, a member of the trendsetting Boondocks Gang, put it simply: “Gengetone is a culture, a way of life . . . Gengetone is everything to us really. It should be considered a basic need.”

Discover the gengetone way of life and start listening to Gengetone Fire now:

From Afropop to Amapiano, Uncover African Music’s Rise in the Latest Episode of ‘Spotify: For the Record’

April 8, 2021

Africa is one of the fastest-growing music markets in the world, which comes as no surprise when you consider the region’s wealth of new genres and sounds. Earlier this year, we announced the expansion of Spotify into more than 80 new international markets, including 39 markets across sub-Saharan Africa. 

So in the latest episode of our podcast Spotify: For the Record, we focus our sights on the immense talent from the region. From Pretoria to Nairobi, we explore the distinctive beats that are coming out of these cities and taking the world by storm. Here’s what you can expect in this week’s episode:

  • Burna Boy, who recently won a Grammy award for Best Global Music Album for Twice As Tall, talks about the talent coming out of Africa.
  • Afrobeat superstar DaVido joins the podcast to discuss the diverse musical styles of Nigeria, and what it’s like to collaborate with top U.S. artists like Nicki Manaj.
  • Spotify RADAR artist Focalistic dives into the infectious sound of Amapiano, the uniquely South African take on house music.
  • Kenyan phenomenon Blinky Bill highlights the eclectic musical spirit of Nairobi.
  • Singer-songwriter and Spotify RADAR artist Tems gives us a taste of “alté” (a term for alternative Nigeria beats) with her soulful and spiritual rhythms.

Throughout the episode, Spotify’s Head of Music for Sub-Saharan Africa, Phiona Okumu, shares insight regarding the rhythms of the region. She also walks us through some of the data we’ve seen since expanding to more countries across the continent. On the podcast, hear which artists are taking the top spots in countries like Nigeria, Kenya, and Ghana.

Listen to “Afropop to Amapiano: African Music Ignites.”

‘Jerusalema,’ the Limpopo House Track That Got the World Dancing

October 29, 2020

Dance music in South Africa is uniquely homegrown. It’s born in taverns with local brews, with traditional music playing from stereos. It mutates often before eventually finding its way to DJs, clubs, radio, and eventually streaming—in the case of the runaway song “Jerusalema,” by Master KG, to the households of listeners around the world.

“Jerusalema” appeared on Spotify in November 2019. The Limpopo house track featured up-and-coming South African vocalist Nomcebo Zikode and deep, soulful lyrics about the feeling of truly belonging to a different place—a higher, holier place. Over time, the song itself rose to that higher place, increasing over 48,000% in Spotify streams between November 2019, and October 2020, thanks to listeners from all over the world.

But the song’s global success was not immediate. For some time it was a hit that belonged to South Africa, debuting just in time for the heat and joy of the southern hemisphere’s summer and Christmas holidays. Then, in late February 2020, a group of Angolan teenagers recorded themselves listening to the song and, one by one, getting into step in a traditional line dance—while holding plates of food. The video took off, and suddenly people all around southern Africa were recording their own versions of the #JerusalemaChallenge—complete with line dances and dinner plates.

At that time, the video wasn’t the only thing going viral: Plenty of countries had already started imposing lockdowns due to the pandemic. But the song continued to be right for the moment.

“’Jerusalema is not just any song,” Master KG explained to For the Record. “It’s a comforting song with a message that we can all relate to. The song came at the time where the world was facing a global pandemic, so it helped restore faith. It’s a song that people will remember for many years to come, a song that will be remembered for uniting the world.” 

In June, several months into lockdown, the song and challenge were still holding strong, and Nigerian singer-songwriter Burna Boy (one of the most influential artists to come out of Africa), partnered with Master KG to create a remix. The remix signaled a fresh South African and Nigerian collaboration that, according to Burna Boy, was meant to be symbolic of unity on the continent. 

When “Jerusalema (feat. Burna Boy & Nomcebo Zikode) – Remix” came out, it appeared on Spotify’s South Africa Top 50 chart on both June 19 (No. 5) and June 20 (No. 32). Though the song had never really faded away in South Africa (there were jokes that it was the “‘Baby Shark’” for adults, and the president of the country even endorsed the #JerusalemaChallenge in his Heritage Day address), it was reinvigorated with the new beat and soon crossed overseas to find a foothold in Europe, where it climbed just as high.

The song peaked at the number one spot on the Spotify charts—not only in its native South Africa, but also in Luxembourg, the Netherlands, Portugal, Romania, Belgium, Switzerland, and Spain in September 2020. Europeans and Americans alike have even posted videos of their own versions of line dances, some with food in hand, others without. Many wore masks, a clear marker of the time. In the past 28 days, the top countries streaming the original “Jerusalema” track on Spotify were the Netherlands, Germany, Spain, France, and the U.S.

In the Netherlands and Belgium in particular, “Jerusalema” slowly picked up in July and started to really shine in September and October. “The Netherlands have a tradition to be open-minded when it comes to embracing music of lots of genres and languages,” says Wilbert Mutsaers, Head of Content, Spotify Benelux. “Every year we have hit singles in Spanish, French, German, and Papiamento, besides the songs in English and obviously Dutch.” Wilbert explained that “Jerusalema” and its remixes found homes on Dutch and Belgian playlists such as La Vida Loca, Top Hits NL, and Top Hits BE.

“The reason the song became as popular as it did around the world wasn’t so much about a trending sound as it was about timing,” said Phiona Okumu, Head of Artist & Label Partnerships, Spotify Africa. “The whole world being on lockdown meant for the first time in our living memory, everyone was facing the same desire to escape at the same time. ‘Jerusalema’ tapped neatly into that collective emotion.” 

But the upbeat, rhythmic sound behind “Jerusalema” is not something to overlook. It’s a prime example of Limpopo house, a genre of house music out of the Limpopo province of South Africa. A Limpopo house song is equal parts African gospel (heavily joyful and soulful with emphasis on the keyboards) and 1980s South African bubblegum pop. It became noticeable in the mainstream first in 2017 thanks to King Monada’s “Ska Bhora Moreki” and to other Limpopo natives like Sho Madjozi, who incorporates her Tsonga culture in her raps. It has brought other female artists into the spotlight too, including Makhadzi, who released a hit single, “Matorkisi,” in February, as well as  Nomcebo Zikode of “Jerusalema” fame.

“My solo album is doing really well in South Africa, and my single ‘Xola Moya Wam’ has just gone platinum,” Nomcebo told For the Record. “I am very excited for the future. For now I am focusing on working harder, doing more collaborations and creating more music.” 

As the date moves closer to the one-year anniversary of the song’s debut, looking back on the progress and popularity of the track provides a unique insight: As immediate as the internet is, the snowball effect of pop isn’t necessarily as instantaneous—especially for African songs.

“In Africa, we moved on to the remix of ‘Jerusalema’ and the other songs that came from these artists, and then the song started to pick up in other places,” says Phiona. “The discovery happens in waves. This is quite a positive thing because that gives the artists time for the song to grow, and gives African songs a much longer shelf life.” 

Between still-increasing streams on Spotify and the countless #JerusalemaChallenge videos—from South African hospital employees on break to a UK pedestrian bridge flash mob—it’s very likely “Jerusalema” will remain a symbol of hope, unity, and togetherness for some time to come.

Stream Master KG and Nomcebo Zikode’s “Jerusalema” below.