Apple Music celebrates Africa Month with new campaign

Africa Is… seeks to celebrate Africa Month by paying homage to the streaming platform’s melting pot of innovation, creativity and sounds. The playlist was curated by African creatives including Rema (Nigeria), Moliy (Ghana), Basketmouth (Nigeria), Kelvyn Boy (Ghana), Prince Gyasi (Ghana), Andrea Iyamah (Nigeria), Chimano (Kenya), Hussein Suleiman (Uganda), Soraia Ramos (Cape Verde), Eliana Murargy (Mozambique), Ferre Gola (DRC), Serge Ibaka (DRC), Chrystel (Ivory Coast) as well as South Africans Bongeziwe Mabandla, Uncle Waffles, Slikour, Nduduzo Makhathini and Wanda Lephoto.

The campaign features a flagship editorial and genre playlists, special artist essentials and behind-the-boards playlists, as well as exclusive home sessions and the hottest music videos from the most popular artists. Some of the songs featured in the various playlists include ‘Karibu’, ‘Maboko Pamba’, ‘Essence’, ‘Jalier’, ‘Yamore’ and ‘Sinzia’.

“To me, Africa – like our music – is diverse, rich, colourful, and beautiful,” Rema said. “We know how to have fun. We know how to brighten up a room while preserving the soulful essence of our sound. This playlist is not enough to represent Africa. Nothing is. But that's the point.”

Nduduzo Makhathini said: “Africa, to me, is its music, stories and cultures. Africa is all the things that have survived the catastrophes imposed by the west. Africa is the spirit that refused the erasure and became immortal. Africa is the essence of being and all things.”

Ramos said her music was inspired by her ancestry and being raised in Europe gave her an innate taste for diverse music “from the rhythms, beats and melodies from Africa, I hope everyone treasures this playlist as much as I do from Africa to the world on this special month.”

Mabandla described the campaign as royalty, with his playlist featuring young female musicians from Southern Africa.

“I have selected some of the top artists and songs from different generations and origins in Africa,” he said. “Our musical journey starts in Angola then heads South to the beautiful Zimbabwe, and then up north to Mali the birthplace of music legends and creators of some of the most beautiful music in the world. We then venture to contemporary Cameroon and back to South Africa to visit icons that made musical history during and post the struggle.”

Gola added: “Africa is authenticity. Our sweetest songs are those that come from the saddest thoughts and are sung in a melancholic voice.”