Spotify welcomes new stars to RADAR programme

The all-female line-up comprises Bloody Civilian (Nigeria), Ria Sean (Nigeria), Baaba J (Ghana), Xenia Manasseh (Kenya) and Tyla (South Africa) – artists representing a wide range of styles, including Afropop, amapiano, R&B and alternative.

Since launching in 2020, RADAR has helped emerging talents at all stages of their development, strengthening their connection to audiences, Spotify says.

“As the music industry continues to evolve, it’s essential to find new ways to support emerging talent and offer them a fair chance at success both on and off the platform,” Spotify’s artist and label partnerships manager for West Africa, Victor Okpala, said.

“ We are thrilled to welcome Xenia Manasseh, Bloody Civilian, Ria Sean, Tyla and Baaba J to the RADAR programme. These artists represent the diversity and vibrancy of the African music scene, and we are excited to support them as they continue to grow their careers.”

Starting today, Spotify will prioritise the promotion of RADAR playlists, RADAR podcasts, Spotify Singles and priority releases from RADAR artists across all regions.

The move comes as the global streaming giant doubles down on the African market, with other streaming platforms such as Apple Music and Boomplay also investing more in African talent.

With more than 345 million active users, including over 155 million subscribers, Spotify says it continues to provide artists with an opportunity to break out into the mainstream. The RADAR Africa programme is part of a growing trend in the music industry, where digital platforms increasingly invest in emerging artists tohelp them reach new audiences.

Last year’s alumni – Ayra Starr, DBN Gogo, Black Sherif, Victony, BNXN and Buruklyn Boyz – were exposed to new fan communities as a result of the programme.