Spotify appoints Irvine Partners as PR agency for sub-Saharan Africa –

Irvine Partners, a multinational public relations and integrated marketing agency, won the Spotify communications account in sub-Saharan Africa. They started working last month, leading all public relations activities in Nigeria, Ghana, Kenya, Uganda and Tanzania.

Spotify is the world’s most popular audio streaming subscription service, with a community of over 356 million monthly active users and 158 million premium subscribers. With a presence in 178 markets and over 70 million titles (including 2.6 million podcast titles), it has transformed the way people access and enjoy music and podcasts. Spotify is therefore well positioned to provide relevant commentary on music and audio streaming, with a focus on the African continent.

Michelle Atagana, communications and public relations manager for Sub-Saharan Africa, says championing the discovery of new genres by being a leading partner for creators is a major goal for the brand.

“With Irvine Partners on board as our communications agency, we look forward to strengthening our positioning and engagement in the African market. Music, creativity and storytelling are an integral part of African culture, and we are focused on articulating Spotify’s offering for listeners and creators across the continent, ”said Atagana.

There has been an exponential growth in interest in African music, particularly Afrobeats, Amapiano and Gengetone, and Spotify aims to amplify artists from the continent.

Earlier this year, Spotify Africa showcased its EQUAL Artist program, its latest commitment to promoting equity for women in music globally. DBN Gogo, a DJ based in South Africa, was the artist of the month for October. Previous month’s performers include Nigerian star Tiwa Savage and Kenyan Ssaru wa Manyaru.

“Cinema is doing well on our continent, as is arts and culture, and with the rise of self-published artists, we are continually introduced to new talent in our own backyard. There is tremendous potential for African musicians and creatives, and we believe Spotify Africa is well positioned to be part of a movement that calls on policymakers and the public to open up the industry and diversify it with talent and talent. multilevel art. . We look forward to being a part of this new era of entertainment with Spotify, ”said Rachel Irvine, CEO of Irvine Partners.

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