Nigerian rapper, Crown Uzama, popularly known as “Shallipopi”, and his other African counterparts, Manana and Joshua Baraka, have emerged Spotify’s RADAR artistes for 2024.
Phiona Okumu, Spotify’s Head of Music, Sub-Saharan Africa, in a statement on Thursday said Spotify’s RADAR programme was dedicated to bringing rising talent to the forefront globally.
She said it was also meant to showcase what is next in sound, and lifting artistes by helping them expand their global reach on their path to superstardom.
She noted that the past few years had been clear testament to the growth of African music globally while Spotify’s RADAR Africa programme continue to shine spotlight on the continent’s rising stars.
“Joining the ranks of previous RADAR Alumni such as Ayra Starr, Victony, BNXN and Bloody Civilian from Nigeria, Shallipopi is the latest addition to the RADAR Africa list.
“Hailing from Eswatini, Manana who is South-African based follows in the footsteps of luminaries like Tyla and DBN Gogo, representing his nation’s thriving music scene.
“Ugandan artiste, Joshua Baraka’s inclusion underscores the programme’s commitment to showcasing the diverse talents that make the African continent proud through their art.
“This is following in the footsteps of fellow East African RADAR Alumni, Xenia Manasseh from Kenya, with both representing the region.
“This cohort represents some of the continent’s most promising artistes. As African artistes continue to rise globally, Spotify is excited to continue playing its part in the rise and discovery of local artistes, showcasing their diverse talents to the world,” she said.
Revealing Spotify’s findings on Shallipopi, Okumu said his reach had continued to grow with over 1.9 million additions to playlists in the last 12 months.
She said the artiste had attracted a global audience led by Nigeria, the United States, the United Kingdom, Ghana and South Africa over the last 28 days.
She noted that the street-loved artiste was embraced by Gen Z’s with 52 per cent of his listeners aged 18 to 27 and millennials with 19 per cent at 28 to 34.
According to her, Shallipopi also commands a larger male following at 66 per cent compared to female following at 31 per cent over the last 28 days.
Speaking further on Baraka, Okumu said his cross-cultural resonance was evident as Kenya, the United States, the United Kingdom, and his native country Uganda follow among his top five streaming countries.
She said this underscored the singer’s ability to craft melodies that resonate with diverse audiences worldwide.
“His core Spotify audience over the last 28 days spans Gen Z and millennials, with 53 per cent aged 18 to27 and 25 per cent aged 28 to 34, while his male listenership at 59 per cent outpaced females at 38 per cent, further highlighting his capacity to captivate audiences across genders.
“With over 195,000 playlist adds on Spotify in the last 12 months, his ever-growing fanbase is a true showcase to the power of cross-cultural relevance and the boundless possibilities of artistic collaboration.
“Hailing from Eswatini, Manana’s global appeal is evident as South Africa, the United States, Nigeria, Kenya, and the United Kingdom emerge as the top five countries streaming his music over the last 28 days.
“He has garnered over 144,000 playlist adds in the past 12 months and with an audience comprising 50 per cent male listeners and 43 per cent female listeners.
“His music resonates strongly with the younger demographic aged 18 to 27 making up 58 per cent of his total streams and 23 per cent, aged 28 to 34, over the last 28 days.”
Reacting to his selection by Spotify, Bakara said: “It feels really good to be chosen to be a part of this year’s RADAR artistes.
“I feel like a part of something bigger than myself. It is a step in the right direction and vision which is to shine light on Uganda and East Africa in general.”
Also, Manama said: “This feels good. It is a privilege, I am very grateful. It is reassuring and encouraging to see that the work we are putting in is appreciated.”
Shallipopi said: “It feels great. It is an opportunity for more people to meet me at the front. This is just the beginning.”