Apple music has recently launched a new talent discovery program to elevate African musicians and artists. Anika Khan reports.
The program is called ‘Africa rising’ and will be promoting emerging African talents on a bi-monthly basis. Apple Music’s editorial team will select potential stars and showcase their work throughout various platforms globally. The artists will also have their work featured on the companion playlist for the African Rising cover star.
Apple Music has announced Oma Lay as their first African Rising artist. This Afro-fusion singer and songwriter started his journey as a rapper in a group named Lil King during his teenage years. He rose to prominence when he shifted to music production. His debut song ‘EP Get Layd’ has been the No.1 album on Apple Music Nigeria since its release earlier this year.
In an interview, Lay said: “I have always used Apple Music, seeing my favourite artists on playlist covers and features but here I am looking pretty as Apple Music’s first Africa Rising artist.”
The company has also launched its new ‘Africa Now Radio’ with a curated playlist consisting of multiple African artists. Fireboy DML, Sun El- Musician, Simi, Master KG are the some of the few African singers who are onboard with this program and radio show.
This initiative will aid to promote African music and talent throughout the globe and help in blurring cultural boundaries.
