Apple Music launches program to discover African music talents

Africa Rising, a newly launched artist discovery program targeting African artist has been launched by Apple Music. The music and video streaming service giant is looking to globalize African musicians by featuring them on playlists on their streaming services. Songs in different genres from the continents emerging artist will be hitting the global Apple network. Every two months through the program Apple Music’s editorial team will select one artist from the continent and amplify their music to is users in 167 countries. Its current playlist includes music from Nigeria’s Rema, South Africa’s Tellaman and Kenya’s Bensoul. Nigerian Afrofusion artist Omah Lay is the debut artist for the program.

The Nigerian Artist Omah Lay started making music as a teenager in 2019 and has hit the road running ever since. His debut EP, “Get Layd,” is currently featured on the Nigerian Top 100 singles chart on Apple Music. With a musical arsenal that draws from Afrobeats, R&B and pop, released under indie record label KeyQaad has been in heavy rotation with all 5 songs from the EP featuring on the Nigerian Top 10 singles. In an Interview with Apple Music Omah lay talked about his successful first solo project. “I was a music producer and about a year ago, I put out a few of my songs, a few songs that I made for myself, ‘Do Not Disturb’ and ‘Hello Brother.’ And then I got a deal, I had to move down to Lagos from my city. And I made ‘Get Layd’ and where I’m at today. And I’m grateful again.”

Africa Rising is Apple’s Music’s latest of many initiatives aiming to promote African talent. Now available in 33 counties in Sub-Saharan Africa, the platform previously launched its new show “Africa Now Radio with Cuppy.” Presented by Nigerian producer DJ Cuppy, the show showcases the latest African sounds including genres like rap, afrobeat and kuduro music developed in Angola.

Source: Apple Music