Fresh Finds: Spotify bets on East Africa’s next wave of music stars

Spotify has concluded a two-day recording and education programme in Nairobi aimed at nurturing emerging artists from East Africa, in a move that underscores the growing global interest in the region’s music industry.

The initiative, held in partnership with ONErpm, brought together upcoming artists, producers, and songwriters from Kenya, Uganda, and Tanzania under the platform’s Fresh Finds programme; an artist discovery and development pipeline designed to bridge local talent with international audiences.

Among those who took part in the sessions were artists including We Are Nubia, Zaituni, Ila Nia, Kahuti, Genes1s, Hood Boyz, Phany Love, Vyroota, and Hildah Watiri, alongside producers SoFresh, Run, ODZZ, and JAE5. Mentorship and songwriting support were provided by Watendawili, Savannah, and Joshua Baraka.

The programme featured collaborative recording sessions, media training, and business workshops aimed at equipping participants with both creative and commercial skills needed to sustain long-term careers.

Organisers say the goal is to move beyond simple music distribution and actively invest in artist development.

Victor Okpala, Fresh Finds Africa Lead for Spotify Sub-Saharan Africa, said the initiative is focused on amplifying authentic African voices on a global stage.

“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,” he said.

Osagie Osarenkhoe, Director of A&R and Operations (Africa) at ONErpm, noted the significance of the collaboration, highlighting East Africa’s rising influence in the global music scene.

“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,” he said.

“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.”

During the sessions, Spotify also emphasised the importance of transparency in its editorial processes. Maxwell Nguku, the platform’s Editorial Lead for East Africa, reiterated that playlist placements are strictly merit-based and warned against pay-for-play practices.

Participants described the experience as transformative, with Joshua Baraka noting that the workshop provided insights beyond music production.

He said being part of the programme was eye-opening, adding that it offered a deeper understanding of how to build a sustainable brand capable of competing globally, and that direct access to Spotify’s team is a game-changer for independent artists.

Other attendees echoed similar sentiments, citing the rare opportunity for networking and industry exposure as key benefits.

The Fresh Finds programme continues to position itself as a launchpad for emerging African talent, as streaming platforms increasingly invest in structured development to turn local sounds into global exports.