Nigeria: SGaWD is Apple Music Up Next Artist

The programme forms part of Apple Music’s efforts to amplify emerging artists from around the world. The company celebrates musicians, songwriters, producers and fans, with a catalogue of more than 90 million songs, expertly curated playlists, artist interviews and conversations.

SGaWD’s selection will see her music spotlighted in Nigeria, with features on Apple Music Nigeria’s Up Next playlist. The playlist boasts a dynamic class of new and emerging artists hand-picked by Apple Music editors from around the world. It is genre-agnostic and represents a line-up of artists their global editors are passionate about and eager to expose to a larger audience.

“Apple Music Up Next in Nigeria means there is something on the other side of fear and that my courage has been rewarded,” SGaWD said. “This means a lot because I’ve done the best I can do with limited resources and we’ve been able to take it this far completely independently. This means I’m taking the right steps so more people can hear my sound. 

“Nigeria is the pioneer for a lot of sounds coming out of Africa. Being recognised as Apple Music’s Up Next artist with a totally different sound by the biggest platform in Africa shows that I’m on the right track. This shows that my fans and supporters love me and have been pushing for me to the point where streaming and labels can’t deny it.”

SGaWD’s announcement follows that of fellow Nigerian Wavy The Creator, who joined the programme last month. Other Nigerians on Apple Music’s growing roster of Up Next Artists include Rema, Burna Boy, Mr Eazi, Ajebo Hustlers and Jaido P. Globally, Up Next has featured artists such as Stefflon Don, Bad Bunny, Koffee and Megan Thee Stallion, among others.

SGaWD’s musical ambitions started while pursuing a career in maritime law and international arbitration. She returned to Nigeria in 2020. Boasting a number of singles under her belt, SGaWD draws from her personal experiences in the hopes of comforting and inspiring young women around the world with her music. Her debut EP Savage B*tch Juice listens as alternative R&B that explores dealing with uninvited male attention and blazing one’s own trail.