- Spotify has announced its latest cohort for the RADAR Programme, which seeks to drive discovery of emerging artists.
- South African artist Tyla was selected as part of the cohort, along with four other female African music artists.
- They will receive priority on the platform via RADAR playlists, RADAR podcasts, Spotify Singles, and more.
This week Spotify announced the latest cohort of its RADAR programme, which looks to drive the discoverability of emerging artists on the music streaming platform. Among the five African artists that are part of its latest cohort, Spotify has picked local artist Tyla.
This cohort is also all-female, with the five artists set to join a global selection as part of RADAR.
“As the music industry continues to evolve, it’s essential to find new ways to support emerging talent and offer them a fair chance at success both on and off the platform,” enthuses Victor Okpala, Spotify’s Artist and Label Partnerships manager for West Africa.
For those unfamiliar with the programme, it started in 2020 by selecting artists that Spotify deems worthy of gaining more exposure. This is done by prioritising the promotion of RADAR playlists, RADAR podcasts, Spotify Singles, and other releases from RADAR artists across all regions within the platform.
Joining the South Africa pick are Bloody Civilian from Nigeria, Baaba J from Ghana, Xenia Manasseh of Kenya, and Ria Sean from Nigeria.
Speaking of the local RADAR selection, Spotify describes Tyla’s music as, “A fresh take on pop and R&B, blending South African amapiano and innovative production. Her emotionally-rich songs started at a young age and have led to international success with hits like Getting Late. Her new singles, Been Thinking and To Last, showcase her versatility and push her artistry forward. Tyla was determined to unlock what had always been inside her.”
“We are thrilled to welcome Xenia Manasseh, Bloody Civilian, Ria Sean, Tyla, and Baaba J to the RADAR programme. These artists represent the diversity and vibrancy of the African music scene and we are excited to support them as they continue to grow their careers,” concludes Okpala.
