Spotify announces multi-year investment for Ghana’s creator community

This was revealed on Monday at a press briefing by the DSP’s global head of artist and audience partnerships, Joe Hadley, who said the move is expected to enable Spotify to collaborate with and support more emerging artists to kick-start their careers.

The investment includes plans to expand the Vibrate Space to include accommodation and an artist-in-residence programme. The funding will also support artist development, including a festival to be held at the end of the year organised by artists, establishing a youth hostel as well as a three-month instrument learning programme. 

“Spotify is proud to continue our efforts to support and uplift creatives with our Creator Equity Fund,” Hadley said. “I’m excited to share that from that fund we’re announcing a donation to the Vibrate Space in Accra, Ghana. They have been incredible partners to us, continually pouring into the local community and creating a space where artists can come together to grow creatively. We’re looking forward to hearing the music, stories and success that will come out of Vibrate.”

“Since Spotify’s arrival in Africa five years ago, we have worked to identify opportunities to support artists in ways that speak directly to each of our markets,” the company’s head of music for sub-Saharan Africa, Phiona Okumu, said. “The partnership with Vibrate allows us to continue supporting emerging artists and cultural entrepreneurs in Ghana in addition to the on-platform work we are doing in the country.”

Surf Ghana founder and director Sandy Alibo said: “We are happy to be partners with Spotify. They’re really supportive of the alternative scene and not every brand understands that. We work with young and emerging artists and creators who are looking to make a mark in the music industry and Spotify is a brand that speaks to young people and has played a significant role in taking African and Ghanaian music to the world.”

Over the years, a number of Ghanaian artists have benefited from Spotify programmes aimed at showcasing local artists on a global stage and increasing discoverability, including Black Sherif, Amaarae, Moliy and Gyakie and Kofee Bean.

Meanwhile, Spotify has revealed that it is looking to establish an artist-in-residency and exchange programmes to fuel creativity, collaboration and cultural exchange, as well as more initiatives aimed at supporting women’s growth in the industry.