Nairobi recently became the epicenter of East Africa’s rising music talent, as Spotify wrapped up an intensive two-day recording and education programme designed to elevate the next generation of artists.
In collaboration with global music business powerhouse ONErpm, the initiative brought together emerging creatives from Kenya, Uganda, and Tanzania for an immersive experience that blended mentorship, collaboration, and professional development.
Artists like We Are Nubia, Zaituni, Ila Nia, Kahuti, Genes1s, Hood Boyz, Phany Love, Vyroota, and Hildah Watiri joined forces with top-tier producers including SoFresh, Run, ODZZ, and JAE5, while songwriters and mentors such as Watendawili, Joshua Baraka, and Savannah guided participants through the creative and business sides of music-making.
Nurturing Talent, Building Futures
Spotify’s Fresh Finds programme is more than a showcase, it’s a launchpad. By identifying and nurturing local talent, the platform bridges the gap between East African sounds and global audiences, ensuring the region’s unique musical stories are heard worldwide.
“Spotify’s goal is to equip creators with a toolkit that balances creativity and business intelligence,” said Victor Okpala, Fresh Finds Africa Lead for Spotify Sub-Saharan Africa.
“We want Kenyan, Ugandan, and Tanzanian artists stepping onto the world stage to do so with a solid professional foundation.”ALSO READ: How Music Made Bien Discover His True Identity
ONErpm’s Osagie Osarenkhoe, Director of A&R & Operations for Africa, echoed this vision: “East Africa is producing some of the continent’s most exciting music right now. Seeing artists, producers, and songwriters come together to create, learn, and connect was a reminder of why initiatives like this matter.”
From Studio to Strategy
The programme offered a well-rounded approach to artist development. Creative masterclasses allowed participants to refine their sound alongside seasoned producers, while media training sessions taught them to craft compelling stories and maintain a strong digital presence.
Workshops on the business of music provided practical insights into analytics, fan engagement, and sustainable career strategies.
For many attendees, the impact was immediate. Joshua Baraka, a rising artist, described the sessions as “eye-opening,” noting that it wasn’t just about recording tracks, it was about understanding how to build a brand capable of thriving on a global scale.
Integrity at the Core
Professional growth also came with lessons in integrity. Maxwell Nguku, Spotify Editorial Lead for East Africa, emphasized that the platform’s editorial process is strictly merit-based, with zero tolerance for pay-for-play schemes. “Organic discovery is the gold standard for every rising artist,” he stated, underscoring Spotify’s commitment to transparent, fair opportunities.
A Launchpad for the Future
The Nairobi sessions highlighted a broader mission: transforming raw talent into long-term careers. By combining mentorship, industry knowledge, and global exposure, Spotify’s Fresh Finds programme ensures East Africa’s musical innovators are not only heard—but set up for lasting success.
With initiatives like this, the continent’s vibrant sounds are poised to leave an indelible mark on the global music stage, one artist at a time.
