Nigerian stars, Ayra Starr, Victony, BNXN are among the six African artists added to Spotify's global RADAR program.
Spotify RADAR is an initiative created to shine the spotlight on some of the fastest rising music talent in the world. The initiative deploys playlisting, editorials, and on-platform and off-platform support. The aim is to help bridge the gap between these artists and their growing fanbase.
The importance of a machinery that helps upcoming superstars get their music across to a wider audience in a manner that transcends borders and generates broad interest cannot be overemphasized. Hence it isn't surprising that the Spotify radar has become a highly sought after platform that attracts labels and artists across the globe.
The last installment of the Spotify RADAR program saw the talented African contingent of Tems, Elaine, Willy Cardiac, and Focalistic join their contemporaries from around the world and the success of the program has sparked wider interest.
This year, Spotify has announced the addition of another set of special African talents to its Global RADAR program. Nigerian music star Ayra Starr, singing sensation Victony, and fast rising star BNXN will be joined by South African impressive Disc Jockey DNB GOGO, Kenyan Hip Hop crew BURUKULYN BOYZ, and Ghanaian Hip Hop sensation Black Sherif.
Speaking on the Spotify radar program, Phiona Okumu who is Head of Music, Spotify Africa says “It gives me so much joy to bring back our RADAR Africa program, and to do so within a deservingly bigger and better format. It is so important that we continue to identify and find ways to offer developing artists a fair chance at success on and off platform. We have six outstanding ones from the region to begin with, and look forward to sharing in their journey while we provide the resources to elevate them to the next level of their respective careers, and hopefully make thousands more Spotify fans around the world."
Since its launch, Spotify RADAR has been able to position fast growing music talents for both domestic and cross border success through strategic promotions and positioning.
About the artists on the 2022 Spotify RADAR
AYRA STARR
19 and dangerous, Ayra Starr is taking no prisoners. With two projects to her credit, the 'Bloody Samaritan' crooner is fast becoming an Afrobeats' power house. Her music is strongly influenced by her Yoruba heritage and carries the quintessential defiance and confidence of the Gen Z generation. Distinguished by her music, widely coveted for her style and poise, and with a 1.3 million monthly listeners on Spotify, Ayra Starr is on a mission to conquer the world.
VICTONY
With a voice that captures attention and thrills listeners, Victony is one of Nigeria's fast rising music act. His free flowing singing style and infectious melody makes him a dynamic artist who has already thrilled fans with a glimpse of his rich talent. The rising star has 900 thousand monthly listeners and his on the path to becoming a mainstream sensation.
BNXN
Formally known as Buju, BNXN has established himself as the go to guy for hooks in the Nigerian music industry. Haven delivered spectacularly across different sounds, his fame has transcended Nigeria and Africa's borders. BNXN has a sizeable followership on Spotify with 3.4 million monthly listeners.
DNB GOGO
DNB GOGO is the DJ, musician, and producer who has her eyes on the summit of South African music. The multilingual talent spent her formative years in France and South Africa where she picked up her love for EDM and House music. DNB GOGO currently has 300 thousand monthly listeners who vibe to her music and she is set to expand her sound and take it to a larger audience.
BURUKULYN BOYZ
There's a growing listeners base for Hip Hop in Africa and spearheading the wave of new school rappers in Kenya is the hip hop crew BURUKULYN BOYZ which comprises of Ajay and Mr. Right. The talented duo has thrilled fans with their drill songs which audiences in Kenya and Africa are gradually warming up to. BURUKULYN BOYZ retains the attention of 62 thousand monthly listeners.
Black Sherif
One of the hottest Ghanaian artists on the block and fast rising young star Black Sherif is on a mission to disrupt Africa's Hip Hop scene. With a bold rap style that blends Ghanaian highlife with elements of drill, trap, and a sprinkling of unconventional pop melody, Black Sherff's music has become popular in Ghana, Nigeria, and the international market. Just 20, Black Sherif has navigated the brutal reality of life on the street and he doesn't shy away from showcasing his background through his music to his 1.5 million monthly listeners.
WHAT TO EXPECT FROM SPOTIFY RADAR
Since its launch in 2020, Spotify RADAR has connected fast rising music talents across the globe and created a platform through which these artists can achieve domestic and international success. With a clearly spelt out plan that is executed through on-platform and off-platform strategies, RADAR has become a coveted fellowship for upcoming artists across the world.
The future of RADAR will see more competition for enrollment by talented rising stars across the globe. This growing demand for inclusion will allow Spotify to enlarge the program to contain more artists while also creating a competitive environment that will further develop local music industries and attract more investment.
A big congratulations to the African talents who will be representing the continent in the 2022 Spotify RADAR program. There's no doubt that they will use the opportunity to advance their careers and also create more opportunities for other emerging talents.
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