Spotify opens Joburg office as company expands African operations

The office, located in Rosebank, was officially launched on 14 May during an event attended by artists, media representatives, content creators and music industry stakeholders. The programme included discussions on music streaming, podcasts and the growth of African audio content.

Spotify entered several African markets in 2018 and has since expanded its regional operations through curated music playlists, podcast initiatives and creator-focused programmes.

Speaking at the launch, Jocelyne Muhutu-Remy said the office would strengthen the company’s engagement with the continent’s creative industries.

“Today is about deepening Spotify’s commitment to South Africa and to the African continent,” Muhutu-Remy said.

“Being physically present allows us to listen better, understand more deeply, and build relationships that reflect the realities of this market. South Africa is one of the most culturally influential music markets in the world, and Johannesburg is central to how we engage with that opportunity.”

As part of the launch, Spotify hosted a “Loud & Clear” session focused on podcasting and audiobooks in South Africa.

Jeremy Amsellem, the company’s Associate Director of Audiobook Licensing and Partnerships, said audiobooks formed part of Spotify’s broader audio strategy.

“South Africa has a rich storytelling culture, and audiobooks give us another way to help those stories travel,” Amsellem said.

“The opportunity here is to make audiobooks more culturally relevant and accessible for South African listeners.”

The office opening follows recent comments by Solly Malatsi, who welcomed Spotify’s investment in South Africa while calling for greater support for African languages, local skills development and transparent artist payment systems.

Spotify’s Johannesburg expansion comes as streaming services continue to play a growing role in the international reach and commercial visibility of African music and audio content.