Nairobi, Kenya – 14 April 2025 – The Kenyan music landscape is undergoing a pivotal shift. Long reliant on live gigs and traditional media, the industry is leaning into streaming, data, and digital platforms to build a more scalable and globally relevant future. At the centre of this evolution is Spotify, whose latest masterclass held in Nairobi in partnership with Platoon, brought together emerging artists, producers, and music industry players for an immersive session on what it takes to thrive in the streaming era.

From airwaves to algorithms

At the heart of the masterclass was Spotify for Artists, the platform’s free analytics tool that offers real-time data on listener demographics, playlist traction, and global reach. For independent and emerging artists, this data has become essential; powering decisions on marketing, touring, and creative collaboration.

“I am constantly building my brand professionally, and platforms like Spotify help me tighten my approach, reach more listeners, and even build meaningful partnerships with other artists,” said  Kenyan singer-songwriter Coster Ojwang, who is also a member of the music collective Kodongklan . Fellow artist Billy Black added, “Spotify is opening up the market. More people are discovering our music, and that’s a game changer. They’re not just supporting us, they’re part of our journey, and that’s helping grow a more connected and strategic ecosystem.”

Editorial support meets smart discovery

The conversation also spotlighted Spotify’s editorial and algorithmic programming, including artist development initiatives like EQUAL, RADAR, and Fresh Finds. Notably, R&B singer Maya Amolo became the first East African artist to be featured on Fresh Finds, signalling broader global recognition for Kenya’s emerging talent.

“Alongside our strong team of playlist and music editors, Spotify’s recommendation engine is driven by data mining, which means your music can find the right ears at the right time,” said Warren Bokwe, Artist & Label Partnerships Lead for Spotify in Africa. “And don’t underestimate music videos, they’re a key part of discovery and help fans connect with you on a deeper, emotional level.”

Beyond the beat: Ownership, narrative, and innovation

While creativity remains the pulse of the industry, the session also highlighted the importance of legal literacy. Artists were urged to understand copyright, safeguard their intellectual property, and treat their music like a business.

The Kenyan sound is also expanding. A new wave of artists is blending traditional influences with electronic, soul, and R&B—pushing sonic boundaries while telling deeply personal stories. The masterclass reinforced the value of intentional storytelling, creative experimentation, and leveraging data to guide next steps.

Linda Ayoola, the Global Head of Music at Platoon, reflected on the workshop, saying, “The collaboration between Platoon and Spotify to host an artist masterclass in Nairobi has been unparalleled. It’s been incredibly rewarding to experience the energy and hear the insights of the artist community on the ground. We hope to continue to make strides in East Africa as it is an important market for us.”

As Kenya carves out its space in Africa’s modern music movement, platforms like Spotify are not just amplifying local voices—they’re helping redefine what it means to be a global artist from East Africa.