Spotify has set itself apart from the rest Spotify’s entrance into the Nigerian music market has been an exciting one to watch. With less than 3 years of operation within the country, they have demonstrated a level of involvement that showcased an interest that goes beyond just providing a service. Recently, the platform hosted a […]
1 year ago
Spotify has set itself apart from the rest
Spotify’s entrance into the Nigerian music market has been an exciting one to watch. With less than 3 years of operation within the country, they have demonstrated a level of involvement that showcased an interest that goes beyond just providing a service. Recently, the platform hosted a 2 day celebration of Afrobeats on the 12th and 13th of October, commemorating the journey to a billion streams on Spotify and many other achievements the genre and artists have achieved since its inception.
The celebration was preceded by the publication of their micro-site, Afrobeats: Journey to a Billions Streams, which chronologically tells the history of the Afrobeats genre and moments that have led up to its current global dominance. The micro-site is an effort to assist people in understanding the dynamic and exceptional culture that is Afrobeats music.
There’s a lot to be excited about in the podcast landscape
Day 1 of the celebration featured panel conversations about a few core parts of Spotify’s platform. The day started with a Spotify for Podcasters session where Ncebakazi Manzi, the Podcast Manager for Spotify in Sub-Saharan Africa delivered a presentation about the growing landscape of podcasting in Nigeria. Not only highlighting the endless possibilities with podcasting, she also provided practical tips on how to begin a podcast and effectively grow an existing one. The presentation was followed by a panel discussion facilitated by Gwenevier Ehimen Lem of Association of African Podcasters and Voiceover Artists (APVA), who engaged successful Nigerian podcasters including Tony Doe of Into The Podverse and Tony Doe Media, Fay Fay, founder of Naija Podhub, Ayomide Tayo from Loose Talk and Dami Aros of So Nigeria, in a robust conversation about their journey into podcasting. The panelists shared interesting stories about their earlier days in the podcasting space, when podcasting equipment was not easily available and they made do with whatever they had access to i.e., a mobile phone and an empty wardrobe. They also spoke about the importance of consistency and leveraging other platforms in order to boost listenership.
After the riveting conversation with the podcast heads, Spotify treated attendees to a refuel station, where they provided an array of meals to rejuvenate them.
Soon after the break, the venue was opened up to its next set of attendees for a live recording session with Joey Akan, music journalist and host of one of the biggest Nigerian podcasts, Afrobeats Intelligence. The journalist was joined by Victor Okpala, Spotify’s Artist and Label Partnerships Manager for West Africa to speak about Spotify’s Playlist and Partnership programs. The candid session provided insight into the multilayers of Spotify programs, breaking down the different systems and factors that contribute to it. Victor Okpala explained the intricate web that is the Spotify playlist pyramid, a system that is responsible for the thousands of playlists Spotify is famous for. Using examples of artists and their journeys on the playlist pyramid, he also pointed out how every artist’s journey is different , emphasizing the importance of working hard and focusing on their unique stories. Another insightful topic covered was the impact of their partnership programs, RADAR and EQUAL, which spotlights up and coming artists and female artists respectively. Joey Akan supplied questions that allowed for a deep dive into the intentionality of the Spotify team, and their goal to assist talents from the continent.
Closing out Day 1, the phenomenal women of ‘I Said What I Said’, another leading podcast in the country conducted a live recording session featuring musician, Nissi, and Afrobeats producer, Pheelz. The podcast took on its usual format, with the hosts and their guests, providing listeners with banter and giving humorous advice to their loyal (and problematic) viewers. The night ended with a special performance from Pheelz, who created a new song on stage with the help of the audience and performed a few of his tracks, including his recent single Jelo.
The Afrobeats celebration was an undisputed success
Day 2 of the Afrobeats celebration was a highly anticipated music event that had attendees buzzing with excitement. The event was a true celebration of music, bringing together fans and supporters of the genre for an incredible night of performances. Blood Civilian, an up and coming artist and Spotify RADAR act kicked off the night, performing her most popular songs, including I Don’t Like You and Blood On The Dance Floor, where she was featured by Odumodublvck.
As the night progressed, the venue was kept charged with dance performances and music by DJ Tohbad. The crowd kept themselves entertained, dancing to the hits masterfully spun by the DJ. Soon after, Fave, the rising R&B sensation took off with her soulful and melodic voice. She performed her hit songs, Baby Riddim, Mr Man, the explosive track with Davido, Kante, and an unreleased track that got the crowd on their toes. Producer Sarz, possibly the greatest musical architect of his generation, also delivered a DJ set through which he linked some of his discography to other trending sounds in the music industry. Ruger closed the night out by performing a medley of songs, displaying the skill and dexterity that has been sharpened by his recent tour.
The Afrobeats Celebration was a well executed set of events that highlighted the strengths and success of the genre. It created space for people to learn more about the incredible things Spotify has put in place for Nigeria and the Afrobeats genre; and also connect them with other music enthusiasts. All the elements of the celebration collectively left an indelible mark on the crowd, fostering a deep appreciation for the dedication of the Spotify team.
Shallipopi has a credible shout as the revelation of the year
A standout moment of the night was when street artist, Shallipopi took the crowd by storm. His infectious energy pierced the atmosphere of the venue as he sang crowd favorites like Obapluto, Elon Musk, Ex Convict and his newest track Oscroh (Pepperline). The crowd reaction to Oscroh (Pepperline) which had been officially released that morning captured how far the Benin born artist has come this year making him a leading frontrunner for the Headies’ Next Rated slot next year.
