In a strategic move highlighting the evolution of the African music industry, Spotify has concluded a bespoke two-day recording and education programme in Nairobi. Held in partnership with global music business firm ONErpm, this initiative serves as a powerful catalyst for East Africa’s next generation of talent, specifically targeting emerging artists from Kenya, Uganda, and Tanzania. Artists in the room included: We Are Nubia, Zaituni, Ila Nia, Kahuti, Genes1s, Hood Boyz, Phany Love, Vyroota, and Hildah Watiri. Producers were SoFresh, Run, ODZZ, & JAE5. Mentors: Watendawili &Joshua Baraka. Songwriters: Watendawili & Savannah.
Identifying and nurturing these creators remains the heartbeat of Spotify’s strategic mission. The platform acts as an essential bridge between undiscovered local sounds and a global audience, ensuring that the region’s unique musical narratives receive the international platform and professional support they deserve.
The architect of discovery
The Fresh Finds initiative is central to this strategy, moving beyond simple hosting to become an active engine of artist discovery. This programme offers independent and emerging creators across the region a high-profile launchpad alongside essential professional development. This strategic investment ensures that rising stars from the East African landscape receive the right visibility at the right time, allowing the next generation of sound to be sustained through long-term professional excellence.
To achieve these, the sessions featured a comprehensive suite of curated activities designed to transform raw talent into industry-ready professionals. Creative Masterclasses allowed artists to participate in collaborative recording sessions, working alongside top-tier producers to refine their sonic identity and understand the nuances of global production standards.
Parallel to this, artist media training sessions focused on the art of storytelling and brand positioning, equipping participants with the tools to navigate a complex media landscape, from mastering interviews to building a consistent digital narrative. In addition, the business of music workshops provided creators with insights into the commercial side of the industry, including platform analytics and fan-engagement strategies, to ensure their creative output is matched by a sustainable business model.
From local roots to global reach
The core objective of the Fresh Finds programme is to move beyond simple distribution into the realm of active artist development. Victor Okpala, Fresh Finds Africa Lead for Spotify Sub-Saharan Africa, affirmed this vision, noting that the platform is committed to finding authentic narratives. He stated that Spotify is looking for artists who can tell African stories in an African voice that can then be helped towards a global audience.
“At Spotify, our goal is to equip creators with the required toolkit that balances creative output with commercial intelligence. The focus remains on sustainable growth, ensuring that when Kenyan, Ugandan, and Tanzanian artists step onto the world stage, they do so with a solid professional foundation,” Victor added.
Osagie Osarenkhoe, Director of A&R & Operations (Africa) at ONErpm, echoed this sentiment, saying:
“Supporting emerging artists is central to what ONErpm stands for, so partnering with Spotify on this edition of Fresh Finds was exactly the kind of initiative we believe in.
East Africa is producing some of the most exciting music on the continent right now, and global audiences are starting to take notice. The talent, creativity, and cultural impact coming from the region are undeniable.
What made this experience even more meaningful was seeing artists, producers and songwriters, come together to connect, create, learn from one another, and make incredible music. That spirit of collaboration and community is where real magic happens, and it reminds us why we do what we do.”
Editorial integrity and professional standards
A global career requires a foundation built on integrity and transparency. During a deep dive into the mechanics of the platform, Maxwell Nguku, Spotify Editorial Lead for East Africa, offered a definitive stance on the integrity of the editorial process. Maxwell asserted that the Spotify editorial ecosystem is built on a strictly meritocratic foundation and maintains an absolute zero-tolerance policy regarding pay-for-play tactics. He warned that no legitimate entity should ever solicit payment in exchange for playlist placement, as the priority is to ensure that organic discovery remains the gold standard for every rising artist.
Voices from the studio
The transition from emerging artist to professional creator was felt immediately by the participants. Joshua Baraka, a rising star involved in the sessions, reflected on the tangible impact of the experience, noting that being part of the workshop was eye-opening. He remarked that the experience was not just about the music made in the studio, but about understanding how to build a brand that can survive and thrive outside of East Africa, adding that direct access to the Spotify team is a game-changer for independent artists.
Other attendees from across East Africa echoed these sentiments, noting that the workshop provided a rare space for peer-to-peer networking and high-level industry insight. The general consensus among the creators was that such initiatives provide the necessary structural support to turn raw creative potential into a long-term, global career.
