A recent interview with Jocelyne Muhutu-Remy, Spotify’s managing director for Sub-Saharan Africa, revealed interesting trends in African music consumption on the platform. While Kenyan listeners have a penchant for international songs, gospel music is experiencing an unexpected surge across the continent.
Muhutu-Remy, fascinated by the growing popularity of gospel listeners, noted, “I know spirituality is important to us as Africans, but I didn’t think it was that important to the youth – Gen Z in particular.” However, data from Nigeria paints a different picture, with Christian podcast streams soaring by 482% and gospel music streams skyrocketing by an astronomical 1,228% since 2022.
This spiritual awakening isn’t the only surprise in store. Nigerian listeners are also embracing genres not typically associated with younger generations. Highlife (224%), Igbo pop (303%), and fuji (187%) music have all seen substantial growth, challenging assumptions about musical tastes.
Kenya, on the other hand, stands out for its openness to global music. Muhutu-Remy explains, “Some markets, like Kenya, are orientated toward the rest of the world, and that ratio is more toward international music.” This cosmopolitan taste contrasts with Nigeria, where local music reigns supreme. This explains the campaign to play Kenyan music on local radio and TV stations that has seemingly cooled down.
Another myth dispelled by Spotify’s data is the supposed reluctance of African consumers to pay for digital services. Muhutu-Remy emphasizes that this has not been their experience. “There are some assumptions about African consumers and their low purchasing power, especially regarding digital service payments,’ she noted. “That has not been our experience,” highlighting the continent’s willingness to invest in music streaming.
Spotify’s success in Africa can be attributed to its focus on personalization and discovery. A dedicated music team curates playlists and promotes diverse artists, ensuring that African hits can find their way onto playlists in other parts of the world. Not long ago, Kenya was chosen as a testbed for Spotify music videos, which likely hints at the country’s growing influence in the region.
While Kenyan listeners continue to groove to international beats, the rise of gospel and unexpected genres across Africa showcases the continent’s rich and evolving musical landscape. My only concern is whether Kenyans will ever follow Nigeria’s lead and embrace our own local music scene with the same fervor we show for international hits.
