Just In: Spotify appoints Irvine Partners as their PR agency for Sub-Saharan Africa

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The Spotify communications account in Sub-Saharan Africa has been awarded to Irvine Partners, a multi-national public relations and integrated marketing agency. They started working last month, overseeing all public relations efforts in Nigeria, Ghana, Kenya, Uganda, and Tanzania.

With over 356 million monthly active users and 158 million Premium customers, Spotify is the world’s most popular audio streaming subscription service.

It has revolutionized how consumers access and enjoy music and podcasts, with a presence in 178 markets and over 70 million tracks (including 2.6 million podcast titles).

As a result, Spotify is well-positioned to provide relevant comments on music and audio streaming, with a focus on Africa.

Michelle Atagana, the brand’s Head of Communications and Public Relations for Sub-Saharan Africa, says a significant focus for the brand is encouraging new genre discovery through being a leading partner for artists.

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“We are excited to expand our posture and commitment to the African market now that Irvine Partners has joined our team as our communications agency. “We’re working on clarifying Spotify’s offering for listeners and creators throughout the continent,” adds Atagana, referring to music, creativity, and narrative as important aspects of African culture.

The popularity of African music, particularly Afrobeats, Amapiano, and Gengetone, has skyrocketed, and Spotify wants to help promote African artists.

Spotify Africa launched its EQUAL Artist Programme earlier this year, marking the company’s latest commitment to promoting gender equality in the music industry worldwide. DBN Gogo, a DJ from South Africa, was named Artist of the Month in October.

Tiwa Savage of Nigeria and Ssaru wa Manyaru of Kenya have previously been named Artists of the Month.

“Film, as well as arts and culture, thrive on our continent, and with the development of self-publishing artists, we’re constantly presented to new talent right here in our own backyard.”

We feel that Spotify Africa is well-positioned to be a part of a movement that is calling on decision-makers and audiences to open up the industry and diversity it with multi-layered talent and artistry, and we believe that Spotify Africa is well-positioned to be a part of that movement.

“With Spotify, we’re excited to be a part of this new era in entertainment,” says Rachel Irvine, CEO of Irvine Partners.

All media inquiries about Spotify in Nigeria, Ghana, Kenya, Uganda, and Tanzania should be directed to spotifypr@irvinepartners.co.za, which will be handled by the agency.