CULTURAL ORIENTATION IS NOT DEAD YET. AFRICAN ARTISTS THROUGH THEIR MUSIC DISPLAY THE GOOD OF THE CONTINENT.
Innovation doesn’t necessarily mean building a new idea from the scratch, it could mean developing an existing idea. The popular music platform Spotify has launched an innovative idea. By celebrating local (African) artists and producers, Spotify sets the path for other brands to appreciate the talents in the continent.
Spotify has just released Afro Hub, a music library with songs from Africa and with African roots. The Afro Hub creates exposure for African artists that are less known and not signed to record labels. These are artists who are still trying to make a name for themselves. The music cut across Central, East, West and South Africa and are organized by these regions.
Spotify has 180million listeners in 65 countries with access to over 40 million songs. The category on the platform basically showcases the talent of African artists at a zero cost with millions of listeners playing these songs. Talk about globalization, this is it.
The opportunity to choose even more unique content than ever before is given to listeners on Spotify. African artists will be appreciated more around the world given this innovation.
When launching this initiative, Spotify highlighted how 1 in 4 of its users “actively listens to artists from a culture (or country) different from their own”. Artists from the different countries in the African continent are most definitely going to enjoy a wide exposure.
The trend of infusing culture into the digital media business is top notch today and that’s the future of business in the continent as regards tapping into the minds of its people. Just recently, IKEA partnered with Design Indaba to bring African design to the world.
Exceptional brands (both local and global) are/ will focus (ing) intensely on Africa and her talents. How much more believe do you need to realize that Africa is a continent with great talents and a space for successful business?
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