News

Spotify’s African Heat Campaign Celebrates African Dance Music Culture

“The rich diversity of musical talent in Africa inspires and engages fans around the world. Spotify continues to use the power of its platform to amplify African voices across a global stage, building an ongoing narrative that supports and puts African creators at the forefront.”– Phiona Okumu, Spotify Head of Music Sub-Saharan Africa.

Celebrating the power of African voices across the continent and beyond, Spotify is shining a spotlight on one of its flagship, curated playlists African Heat, through an interactive campaign that  brings the spirit of Africa alive around the world.

The campaign journeys through a series of partnerships, activations, a dance challenge video (#africanheatchallenge), and more creative content opportunities that will play out through on-and-off-platform initiatives on local, regional, and international levels. Highlighting the diversity of African talent, the playlist is an explosion of Afro-centric sounds, carving out a space for African creators to showcase their music to a global audience.

Centered on the key role that the Afro-dance community has played in spreading African pop music across the globe, the campaign includes the likes of Focalistic, Fuse ODG, Olamide, as well as some of the leading female faces of dance music in Africa – Moonchild Sanelly, Sho Madjozi, Niniola, and Amapiano’s Lady Du.

READ ALSO:   Afrocandy Steps Out For 4th of July Celebrations in Revealing Outfit

“I remember when we launched Antenna dance, where people had to team up and dance. We had all types of entries from across the world from France to Australia, to the UK to countries in Africa. And there was a moment, where Africans were uniting through this one purpose which was dance and music. So definitely, dance has done a lot more than people just enjoying themselves. It actually helped bring Africa together and actually shed a positive light on Africa,” said Fuse ODG.

By including emerging and established artists alongside one another – Amapiano’s newer artists Focalistic and Lady Du together with Azonto dance genre pioneer Fuse ODG and Shaku Shaku street dance driver, Olamide – Spotify is showcasing its dedication to and investment in all artists.

Taking African Heat to The Streets with the #africanheatchallenge

 

The beautifully shot clip was directed by the talented, award-winning, Johannesburg-based Zandi Tisani, who uses her experience to draw attention to her work in edgy and bold ways. Set to Focalistic’s hit Ke Star,” the clip encourages fans to immerse themselves in the sounds of the playlist, delving into the language of dance to express the connection between African communities worldwide that share a love of dance music. Watch the clip HERE.

READ ALSO:   Hearts to commemorate 10th anniversary of CAF Confed Cup triumph

The video features dancers from major cities in Africa and across the globe, including local sensation Kamo Mpela, Nigeria’s Boluwatife, Ghana’s DWP Academy and more as they move through the streets of their cities doing the #africanheatchallenge.

This is not the first collab between Spotify and Focalistic who, as one of Spotify’s RADAR AFRICA artists, has already benefited from the support that the program promises to artists across all stages of their career development. The African Heat campaign is another example of how Spotify continues to showcase and support African talent.

“My music is an honest expression of who I am and where I come from, Pitori! I am the voice of the hood! I am the voice of the YOUTH! I want to take my voice to the world and Spotify is helping me do that. With my recent DaVido collab on the ‘Ke Star (Remix)’ promoting African Heat to a wider audience gives me and other African artists more opportunities to reach millions of Spotify listeners,” said Focalistic. “Music is a universal language and I want the world to understand our lingo, our movement, and our sound! I’m excited to see where we can go! To the top!! Ase Trap tse ke PINA tsa ko Kasi!”

READ ALSO:   Dominic Oduro wins PDL Southern league trophy with Golden State Force

On the playlist today, fans can find Spotify Clips, featuring soundbites and self-shot videos from the artists mentioned, speaking to the impact and influence of African Dance culture. These artists will also appear on large-scale Spotify billboards to promote African Heat  in New York City and Toronto.

Amplify Spotify’s commitment across Africa

 

Spotify recently expanded its footprint in Africa by launching into new markets including Ghana, Kenya, Nigeria, Tanzania and Uganda, giving African creators the opportunity to connect with a global audience of fans. With its unrivalled mix of features that have made it the world’s most popular audio streaming subscription service, including more than 70 million international and local songs and over 4 billion playlists, Spotify is excited to introduce its African audience to a best in class product and a localised experience MADE FOR AFRICA!

Follow the conversation and join the #africanheatchallenge on Spotify social media platforms including Facebook: @spotifyAfrica | Instagram: @spotifyAfrica

 

#SpotifyAfrica

Download the Spotify app via the Android or iOS app store or by heading to www.spotify.com – to embed Spotify into a website – right click on any playlist, go to ‘share’ and copy embed code.