Tag: Spotify news

New data from Spotify highlights substantial global growth for Kenyan artists, showcasing the country’s increasing influence in the international music scene.

In 2024, Kenyan artists were discovered by first-time listeners over 95 million times on Spotify, highlighting the growing international appetite for Kenya’s diverse musical landscape. This discovery trend spans various genres including Gengetone, Afro-pop, Benga, and contemporary fusion sounds that blend traditional Kenyan elements with global influences.

Key highlights from the data include:

• Hundreds of Kenyan artists were featured on Spotify’s influential editorial playlists in 2024
• Global listeners spend on average over 120,000 hours enjoying Kenyan music
• Users worldwide have created more than 16 million playlists featuring Kenyan artists
• Local consumption of Kenyan music has grown by an extraordinary 277% over the past three years
• Kenya’s music exports increased by 94% during the same period
• Streams for female Kenyan artists from markets outside Kenya grew by 98% in 2024
• Kenyan artists continue seeing millions of plays on Spotify globally

“These figures demonstrate that Kenyan music is no longer just a regional phenomenon but a significant player on the global stage,” says Phiona Okumu, Spotify Head of Music for Africa. “The growth both domestically and internationally creates opportunities for Kenyan artists and the broader cultural economy. What we’re witnessing is the result of incredible talent combined with digital accessibility that allows these unique sounds to reach audiences worldwide.”

The data reveals a balanced ecosystem where domestic cultural pride works in tandem with international recognition, creating sustainable pathways for Kenyan artists to reach global audiences while maintaining strong connections to their roots.

This growth reflects broader trends in music globalization, where streaming platforms have democratized access to diverse cultural expressions. Notable Kenyan artists contributing to this expansion include both established acts and emerging talent, collectively representing the rich musical heritage and contemporary innovation of Kenya’s vibrant scene.

Spotify reported a record-breaking $10 billion in royalty payouts to the music industry in 2024, bringing its total disbursements to nearly $60 billion since its launch in 2008. Notably, Nigeria is the only African country experiencing significant growth in the streaming market at this time.

The platform, which now boasts over 500 million paying subscribers across all streaming services, attributes its success to strategies focused on retention, personalization, and innovative features such as AI DJ, Daylist, and Spotify Wrapped. The availability of an ad-supported free tier has also played a key role, with 60% of Premium subscribers having initially used the free version.

Spotify Wrapped 2024: The Rise of Arbantone Music in Kenya

Spotify’s expansion into multiple markets with localized pricing has fueled growth in key regions, including India, Brazil, Mexico, and Nigeria. David Kaefer, Spotify’s Vice President of Music Business, emphasized the importance of long-term investments in these emerging markets, highlighting the increasing willingness of consumers to pay for music.

In 2023, Spotify paid Nigerian artists over $16.8 million, with the number of artists earning more than $6,700 annually quadrupling since 2018. More than half of these earnings went to independent artists and labels.

Bien Reigns Supreme in Spotify Wrapped 2024: A Celebration of Kenyan Music

A major milestone in Spotify’s growth is the rise in artists earning six-figure incomes, with over 10,000 musicians now generating more than $100,000 annually from the platform alone. Nigeria’s prominence in this landscape is largely due to its youthful population, which has driven local streaming numbers and sustained revenue growth.

Kaefer reaffirmed Spotify’s commitment to innovation, stating that the company aims to help artists expand their reach, engage fans, and increase monetization opportunities, ensuring continued growth in the global music industry.

Gospel music has long been a spiritual cornerstone in Africa, offering solace, celebration, and a divine connection. In recent years, this genre has experienced a remarkable resurgence, inspiring audiences both locally and globally.

Spotify Wrapped 2024 unveiled a surprising twist in Africa’s musical tale. Africa’s love for gospel music reached new heights. The genre claimed the ninth spot on the list for the most streamed genres in Sub-Saharan Africa. From the vibrant choirs of South Africa to the soulful voices of Nigerian gospel artists, listeners have been captivated with soulful melodies and uplifting messages.

While foreign gospel has traditionally held a prominent place on the continent in the past, a new wave of homegrown talent is now taking center stage. African gospel music seems to be experiencing an awakening. This is a testament to the genre’s growing  power and popularity that underscores its significant impact on African culture.

 “African Gospel music is undergoing a global resurgence, inspiring millions and reshaping the global music landscape. We’re thrilled to be a platform that empowers these talented artists and choirs to share their faith and music with the world,” says Phiona Okumu. She is Spotify’s Head of Music in Sub-Saharan Africa.

Gospel choirs phenomenon

Gospel choirs like Joyous Celebration, Spirit of Praise from South Africa, and 1Spirit & Theophilus Sunday from Nigeria are redefining the boundaries of gospel music. Their awe-inspiring performances, featuring exceptional vocals and groundbreaking arrangements, have transcended cultural and geographical limitations, captivating audiences across the world.

 

Solo sensation

Solo gospel artists are also making waves. Nigerian sensations like Nathaniel Bassey, Moses Bliss, and Dunsin Oyekan, along with South African powerhouse Benjamin Dube, have garnered significant followings with their soulful melodies and uplifting messages.

The gospel stage this year was also graced by female voices. Sunmisola Agbebi and Mercy Chinwo from Nigeria, and Xolly Mncwango and Lebo Sekgobela from South Africa are also inspiring millions within and outside the continent.

Chart-topping power

It’s not just about inspiration; African gospel music is dominating the charts too! 16 out of the top 20 most-streamed gospel artists in Sub-Saharan Africa are African. While we still love our foreign favourites like Maverick City Music, Chandler Moore, and Cece Winans, African artists are undeniably taking the lead.

 

The inclusion of eight African artists further underscores this. Nathaniel Bassey, Moses Bliss, Limoblaze, Joyous Celebration, Dunsin Oyekan, Spirit Of Praise, Sunmisola Agbebi, and Mercy Chinwo are among the top 100 most-streamed gospel artists worldwide.

And let’s not forget the global hit, THIS YEAR (Blessings) by Victor Thompson and Ehis ‘D’ Greatest, which ranked among the top 10 most-streamed gospel songs worldwide

The influence of Afro-gospel sound

Afro-gospel is more than just music; it’s a cultural movement uniting people across the globe. This vibrant sound is reshaping worship experiences worldwide with its unique blend of African rhythms and contemporary gospel.

 

A prime example of this sound is the Afrobeats version of Maverick City’s In the Room by Annatoria, from Zimbabwe. Annatoria is the highest streamed female Afro-gospel artist with 600,000 monthly listeners.

 

Further evidence of Afro-gospel’s impact was seen in Chandler Moore’s Omemma, co-written by Afro-gospel artist, Tim Godfrey. This track secured a spot among the top 20 most-streamed gospel songs in Sub-Saharan Africa and became a viral sensation on social media platforms.

With a rising wave of talented artists, choirs and groundbreaking music, the future of African gospel looks bright.

Spotify has unveiled its Wrapped 2023 data, providing insights into the music trends and preferences of Kenyan listeners throughout the year.

• Top Streaming Day and Hour: Saturdays and 4 pm emerged as the most popular streaming day and hour, respectively, reflecting Kenyans’ love for music-filled weekends and lively afternoons.

• Genre and Artist Preferences: Hip hop remained the most popular genre, with Drake once again topping the list as the most streamed artist for the third consecutive year. Afrobeats also made a strong showing, with Darassa and Bien’s collaboration “No Body” being the only exception among the top streamed tracks.

• Virality and R&B Goodness: Kinoti’s “Nitangoja” and V-Be and Ashley Music’s “Sasa Hivi” were among the most viral and R&B-loved tracks, respectively.

• Female Artists’ Rise: Female artists saw a remarkable 61% increase in streams in Kenya, outpacing the global increase of 27%. Karun, Nikita Kering’, and Xenia Manasseh made notable appearances, with Nikita Kering’ being the only female artist in the top ten most streamed Kenyan artists.

• Podcasting Domination: Women led the podcasting sphere in Kenya, with “So This Is Love,” “The Messy In Between,” and “It’s Related, I Promise” claiming the top three spots among the most streamed podcasts. Kenyan podcasts like “The Sandwich Podcast,” “Legally Clueless,” and “The97sPodcast” also gained recognition.

• Wakadinali’s Impact: Wakadinali not only secured the eighth spot as the sole Kenyan artist in the top streamed list but also became the most searched artist in Kenya on Spotify. Their album “Ndani ya Cockpit 3” ranked 10th as the most streamed album.

Spotify Wrapped 2023 highlights the growing popularity of Kenyan music and the diverse tastes of its listeners. The data also underscores the increasing prominence of female artists and the rise of podcasts in the Kenyan media landscape.

Kenya has emerged as the world leader in RnB music consumption, according to data from Spotify. This is a testament to the adaptability and creativity of African musicians, who are infusing RnB with their own cultural and musical influences.

Other African countries leading in RnB music consumption on Spotify include South Africa, Nigeria, Ghana, Zambia, and Uganda. The top-streamed RnB artists in Sub-Saharan Africa on Spotify include Beyonce, The Weeknd, Chris Brown, Rihanna, and SZA.

The surge in RnB music consumption in Africa has led to increased collaborations between international icons and African artists. This is helping to showcase Africa’s rising stars on the global stage.

Why is RnB so popular in Kenya?

There are a few reasons why RnB is so popular in Kenya. First, RnB is a genre that is all about love and relationships, which are universal themes that resonate with people of all backgrounds. Second, RnB is a very versatile genre, and African artists have been able to infuse it with their own cultural and musical influences to create a unique sound. Third, RnB is a genre that is often associated with success and luxury, which is something that many Kenyans aspire to.

What does the future hold for RnB in Kenya?

The future of RnB in Kenya looks bright. With so many talented artists emerging from the country, it is clear that Kenyan RnB is here to stay. And with the increasing popularity of African music around the world, it is likely that Kenyan RnB artists will continue to gain international recognition.