Spotify, ONErpm host East African talent development programme in Nairobi

The initiative brought together artists including We Are Nubia, Zaituni, Ila Nia, Kahuti, Genes1s, Hood Boyz, Phany Love, Vyroota and Hildah Watiri. Producers involved included SoFresh, Run, ODZZ and JAE5, while mentorship contributions came from Watendawili and Joshua Baraka, with songwriting input from Watendawili and Savannah.

The programme forms part of Spotify’s Fresh Finds initiative, which focuses on identifying and supporting emerging talent in African music markets. According to the platform, the aim is to connect local artists with industry resources and broader audience reach while supporting long-term career development.

Sessions included collaborative studio work with producers, media training focused on storytelling and branding, and workshops on the business side of music, including streaming analytics and audience engagement.

Victor Okpala, Fresh Finds Africa Lead for Spotify Sub-Saharan Africa, said the initiative is designed to support artists developing authentic narratives. “At Spotify, our goal is to equip creators with the required toolkit that balances creative output with commercial intelligence,” he said. “The focus remains on sustainable growth, ensuring that when Kenyan, Ugandan, and Tanzanian artists step onto the world stage, they do so with a solid professional foundation.”

Osagie Osarenkhoe, Director of A&R and Operations (Africa) at ONErpm, said the collaboration reflected the company’s focus on emerging talent. “East Africa is producing some of the most exciting music on the continent right now, and global audiences are starting to take notice,” he said. “The talent, creativity, and cultural impact coming from the region are undeniable.”

He added that the most valuable aspect of the programme was the collaborative environment between artists, producers and songwriters.

Spotify editorial lead for East Africa, Maxwell Nguku, also addressed editorial practices on the platform, saying the system is merit-based. He said Spotify maintains a “strictly meritocratic foundation” and a “zero-tolerance policy regarding pay-for-play tactics”, warning that no payment should be required for playlist placement.

Joshua Baraka, who participated in the sessions, said the programme provided insight beyond music production. “It was not just about the music made in the studio, but about understanding how to build a brand that can survive and thrive outside of East Africa,” he said, adding that access to Spotify’s team was “a game-changer for independent artists”.

Other participants said the programme provided opportunities for collaboration and industry learning, with several noting the value of peer networking and direct engagement with industry professionals.