Apple Music announces a new way for listeners to discover up and coming artists and music. The launch of the Africa Rising playlist will allow new artists from the continent to show their talent to the world.
The Africa Rising initiative involves a new playlist on the Apple Music app. The playlist will amplify talented stars from the African music culture. Every two months, the Apple editorial team will choose an artist to showcase to its users. The artists’ music will be at the disposal to its users in 167 countries.
Apple Music writes on the playlist, “All ears are on the continent—the global epicentre of hot and hyped new sounds. From the electric joy of Afrobeats and the rush of South African amapiano to new takes on pop, hip-hop, R&B and more, African music is where it’s at.”
Africa Rising’s First Artist
This mission began with the Nigerian Afro-fusion producer and artist Omah Lay. This artists’ track “Bad Influence” is the first of many on the new playlist. Lay landed on Nigeria’s Top Ten singles chart with his EP Get Layd. Furthermore, once released in May, the EP was the top album on Apple Music Nigeria.
“I have always used Apple Music, seeing my favorite artists on playlist covers and features but here I am looking pretty as Apple Music’s first Africa Rising artist,” says Lay. “I am overwhelmed, dreams really do come true.”
Lay is just the first of many artists Apple Music will showcase and it is not the only way Apple is investing in African talent. Additionally, Apple Music created Africa Now Radio with Cuppy. The Nigerian Producer and DJ Cuppy (real name Florence Otedola) currently showcase African talent in all genres. Additionally, the app added service to 17 additional African nations. Moreover, 30 African countries now use the app, the most of any major streaming service.