Phiona Okumu at ADE

In the heart of Amsterdam during the Amsterdam Dance Event (ADE), a pivotal conversation unfolded as Phiona Okumu, Head of Music for Sub-Saharan Africa at Spotify, took the stage. The talk explored the dynamic landscape of African electronic music, emphasizing the vital role of streaming platforms in amplifying local talent and innovation. With her extensive experience and passion for the industry, Phiona shed light on how Africa’s unique sound is making waves globally.

Africa's music landscape is rapidly transforming, and at the forefront of this change is Phiona, a leading figure bridging the industry with global platforms like Spotify. Her journey through African and global music culture, tech-driven platforms, and pioneering social media engagement has given her a front-row seat to this evolution. Here's a glimpse into her dynamic career, how digital platforms are reshaping the African music industry.

Streaming in Africa: A Growing Frontier

Africa’s music industry is experiencing an exhilarating surge, with streaming platforms providing unprecedented reach and transforming local sounds into global hits. Spotify’s expansion into Africa marked a critical milestone in digital music’s journey across the continent. As one of the latest global platforms to enter this space, Spotify had to establish relationships with local artists and labels to create a sustainable foothold. Phiona describes her daily focus on building these relationships. From working closely with editors to curate the music to leading partnerships between artists and labels, her role is a blend of strategic connection and curation. However, it’s also demanding, especially given the time needed for relationship maintenance across the industry.

“Streaming is in its infancy here in Africa,” Phiona began, setting the stage for a discussion on the burgeoning music scene. As Spotify’s last international player to enter the African market, she highlighted the platform's commitment to nurturing local talent. “We’re not just another music platform; we aim to reflect the rich diversity of our continent's sounds,” she explained. “Our mission is to provide artists with a stage to share their stories.”

“My work really happens in my 5 to 9,” she says, as her traditional work hours are filled with calls and check-ins, ensuring operational flow and deliverables. The strategy and planning—the "decks and things"—occur later, outside the 9-to-5 grind. It’s a reminder of the intense demands of building a music ecosystem from the ground up, particularly in a landscape as young as streaming in Africa.

This commitment is evident in Spotify's approach to curating playlists and fostering partnerships with artists and labels across Africa. Phiona emphasized the importance of authentic representation, stating, “The artists we champion reflect the myriad experiences and sounds from various regions. Genres like Afrohouse are deeply embedded in our communities, and we want to showcase that.”

The power of Social Media: From AfriPop Mag to Global Music Discovery

Before Spotify, social media was the bedrock of Phiona’s entry into the music industry. She attributes her career beginnings to Twitter, a platform where she discovered a growing appetite for African stories that spanned music, fashion, and lifestyle. In 2010, she launched AfriPop Mag, a blog highlighting African popular culture, just as Twitter gained traction in connecting diverse music communities.

“Platforms like Twitter have been game-changers for me,” she shared. “They’ve allowed me to discover a community of like-minded individuals and engage with artists in ways I never thought possible.”

As she recounted her journey, which began with the launch of AfriPop Mag, initially focusing on fashion before evolving to highlight African music. “Social media has democratized music promotion, enabling artists to connect directly with their audience,” Phiona noted. “This shift empowers musicians to take control of their narratives, which is particularly important in genres like Afrohouse and Amapiano.”

Spotlighting African Pioneers

The genre, which now dominates international charts, owes much of its success to its adaptability, blending traditional African sounds with global musical elements. In this conversation, Phiona delves into the reasons for Afrobeats’ success, the artists shaping its evolution, and its burgeoning relationship with electronic and dance music worldwide

Wizkid, Burna Boy, and Davido: The ‘Big Three’ of Afrobeats

For nearly a decade, Wizkid, Burna Boy, and Davido have been the undisputed leaders of Afrobeats. Each has brought a unique flavor to the genre, influencing not only music but also fashion, culture, and style. However, Fiona points out that the Afrobeats scene is evolving, with younger artists like Omah Lay and Asake now stepping into the spotlight. Yet, Wizkid, in particular, holds a special place within the genre due to his infectious sound and universal appeal. His classic song Ojuelegba, inspired by his challenging upbringing in Surulere, is considered an anthem across the African continent, celebrated for its authenticity and relatability.

Burn Boy, known for his eclectic fusion of Afrobeat, dancehall, reggae, and hip-hop, embodies the archetype of an African rock star. His charisma, combined with his outspoken personality and relentless drive for innovation, sets him apart. His boundary-pushing performances and ability to sell out global venues illustrate his international appeal and the unstoppable momentum of Afrobeats. Davido, too, has been instrumental in this movement, blending traditional Nigerian sounds with contemporary beats, setting new standards for African music on the global stage.

Breaking Boundaries: Black Coffee and the Dance Music Scene

One of the most influential figures in African dance music, Black Coffee, represents a critical bridge between African music and the global electronic scene. Known for his distinct style of house music, which enjoys immense popularity in Europe, Black Coffee has opened doors for South African artists to navigate the international music industry. Fiona highlights that he has “pushed the limits” for South African DJs and producers, making it possible for newer stars like Scorpion Kings and Uncle Waffles to gain recognition worldwide.

“When we talk about the evolution of Afrobeats, we can’t ignore Black Coffee,” she stated. “His Grammy win has set a new standard for African dance music, proving that we can compete on the global stage.”

Black Coffee’s influence transcends music—he’s introduced a new path for African artists to succeed in a genre dominated by European and American performers. This momentum extends to AmaPiano, a uniquely South African genre that has taken the world by storm, thanks in part to the doors Black Coffee has opened.

The Alternative Movement: Cruel Santino and the Rise of Alté

Beyond the mainstream, the Nigerian alté scene represents an innovative and subversive wing of Afrobeats that has captivated audiences seeking something different. Artists like Cruel Santino, Odunsi, and Lady Donli lead the alté movement, characterized by a fusion of Afrobeats with alternative genres like R&B, hip-hop, and rock. Fiona praises Santino as a visionary artist, whose commitment to his craft is evident in his dark, mystic music videos inspired by Nollywood and African spirituality. His breakout album, Mandy & The Jungle, set a new standard for creativity and storytelling within African music.

The alté movement is more than just a musical style; it has inspired an entire cultural shift within Nigeria and beyond. Alté artists often collaborate with designers, visual artists, and filmmakers, influencing fashion and aesthetics in West Africa. The popularity of alté artists like Santi has inspired a younger generation to embrace the rich and diverse cultural roots of African music, while simultaneously challenging traditional ideas of what African music should sound and look like.

Cruel Santino and the Alté Movement: The “Artist’s Artist” in Afrobeats

Where Wizkid is mainstream and Burna is dynamic, Cruel Santino offers something entirely different. Fiona calls him “an artist’s artist,” someone who prioritizes creative vision over commercial success. “Santé isn’t worried about big numbers. He’s concerned with making art that’s true to himself,” she explains.

Santi, a defining voice in Nigeria’s Alté movement. “Santi embodies a new wave of creativity that merges music, fashion, and visual storytelling,” Phiona explained. “He’s challenging the norms of what it means to be an artist in Africa, showing that innovation can transcend traditional boundaries.”

Santé’s videos, Fiona notes, are “like a journey through mysticism, Nollywood, and dark arts. He makes his own videos, and they’re low-budget but gritty and visually stunning. It’s not just about the music but the entire aesthetic.” She describes his style as alternative, dark, and full of elements unique to Nigerian culture. “It’s a style that’s a bit underground but deeply inspiring. Artists like Cruel Santino, Odunsi, and Lady Donli lead the alté movement, characterized by a fusion of Afrobeats with alternative genres like R&B, hip-hop, and rock, they created a whole movement that’s reshaped music, fashion, and even visual art in West Africa.”

Alté movement has influenced not just music but also the broader cultural landscape, with fashion designers like Mowalola drawing on its unique look and feel. “They’re not afraid of controversy,” Phiona adds. “Take Rema, for instance. He’s got that Alté boldness, and it’s turning heads, even if it stirs up controversy. That’s how you know change is happening.”‍

What’s Next for Afrobeats?

As the keynote talk progressed, the topic of Afrobeats’ future emerged. “I believe Afrobeats will continue to ascend in global popularity,” Phiona predicted. “However, we must keep innovating to avoid stagnation ,” she explains. “If it becomes too predictable, it could lose its edge. And it’s crucial for artists to remain authentic while exploring new sounds.”

Phiona acknowledged the growing influence of electronic music across Africa, particularly in Nigeria.“We’re witnessing an appetite for electronic music that transcends borders,” she noted. “Fusions are happening, and I can’t wait to see what the next wave of producers will create. Dance music was South Africa’s thing, but that’s changing,” Fiona notes. “Now, Afrobeats songs are starting to incorporate elements of house and dance, and it’s catching on. There’s even a budding electronic scene in Lagos—it’s not like Johannesburg yet, but it’s growing.”

Reflecting on Afrobeats’ global impact, Fiona is optimistic. “This isn’t a fad. Afrobeats is here to stay, and it’s going to keep evolving.” And with a new generation of artists leading the way, the sound of Afrobeats will likely continue to set the pace for global music in the years to come.

Fiona concluded her talk with a motivating message for African artists. “Don’t be afraid to push boundaries and explore your unique sound. The world is ready to listen, and streaming platforms like Spotify are here to support you in that journey.” Her words resonated with the audience, emphasizing the importance of representation and innovation in the ever-evolving music landscape.

As we move forward, it’s clear that Fiona Okumu is at the helm of a significant shift in how African music is perceived and celebrated. With her leadership and vision, the future of Afrohouse and electronic music looks more promising than ever.

The conversation resonated deeply with ADE attendees, illuminating the potential of African electronic music on the global stage. Phiona Okumu’s insights not only inspire the current generation of musicians but also pave the way for future innovators in the industry.

‍