Digital discovery redefining Africa’s music landscape — Spotify

Nigeria is emerging as the pulse of a fast-moving shift in Africa’s music landscape, as new data shows that digital discovery is reshaping how artistes break through, build audiences and define the sound of the continent.

Insights from Spotify’s 2025 Wrapped revealed that streaming platforms have evolved from passive libraries into active cultural engines, helping a new generation of African artistes connect directly with listeners.

In Nigeria, the impact has been striking, with several homegrown acts recording some of the strongest growth figures across Sub-Saharan Africa (SSA).

The clearest signal came from Mavo, whose streams jumped by an extraordinary 13,000 per cent in 2025.

Spotify said the surge reflects a shift away from traditional gatekeepers, as listeners increasingly discovered and elevated new music in real time through digital platforms.

Beyond headline growth figures, the Nigerian data also pointed to changing listener preferences.

Sound of Salem recorded a 3,700 per cent uplift while SteveHills followed with 1,300 per cent, aligning with what Spotify described as a growing spiritual undercurrent in Nigeria’s digital listening habits.

FOLA also stood out as one of the country’s most balanced success stories.

With a 940 per cent increase in streams and a strong showing among top local discoveries, he demonstrated the rare ability to combine viral traction with sustained audience interest.

Spotify said the Nigerian experience mirrored a broader continental recalibration that took shape in 2025.

While 2024 confirmed African music as a global export, the past year marked a moment when the continent looked inward and discovered something entirely new, as audiences embraced fresh, local voices.

In Ghana, Gonaboy and Jubed emerged from the underground with stream uplifts of 1,228 per cent and 1,057 per cent respectively, driven by listeners’ appetite for new narratives.

East Africa, however, produced the most dramatic breakout.

Kenyan artiste, Toxic Lyrikali, recorded a remarkable 22,000 per cent increase in streams, the highest uplift across SSA.

Spotify data showed that he ranked as the number one most discovered artiste and the leading local discovery from new listeners, which signaled a generational shift in a market long dominated by established names.

South Africa also delivered strong growth stories in its highly competitive Amapiano-driven scene.

Shandesh posted an 1,800 per cent uplift, ranking fourth on the Local Discoveries chart while Mordecai and Issa Sisdoh recorded gains of 1,200 per cent and 900 per cent respectively.

According to Spotify, what links emerging artistes from Lagos to Nairobi and Johannesburg is the distinct role of digital discovery.

“In 2025, streaming platforms transitioned beyond being libraries of music and turned into engines of culture.

“Artistes from all over the continent have found new ways to connect directly with their audiences, who are hungry for something new.

“The data is unequivocal.

“The audience is listening, and they are listening to the future.” Spotify said.