COLORSxSTUDIOS partners with Spotify to spotlight African artists

9 Jun 2022 - 16:09

Published under the Creative Commons Licence

Berlin-based music platform COLORSxSTUDIOS and Spotify have announced a new partnership that will showcase selected African artists.

Ayra Starr.

The move forms part of efforts by both brands to spotlight exciting new talent across the globe. The artists, selected from Spotify’s RADAR Africa playlist, will also be featured on the COLORSxSTUDIOS website, where fans will learn about the artists’ stories and the inspiration behind their music.

COLORSxSTUDIOS is known for its videos of rising stars performing breakout tracks against a striking, monochromatic backdrop, while the RADAR Africa programme aims to promote distinctive new artists and original sounds.

Nigerian singer Ayra Starr is the first performer featured through the Spotify COLORS collaboration, with a performance of her new single ‘Ase’, an energetic Afro-soul record she described as “very dear to my heart and I am so excited to share it with the world. I hope it empowers people the way it empowers me.”

“It’s such an honour to be heard on COLORS and to be a Spotify RADAR artist all at once,” she said. “I have watched so many COLORS videos over the years and always imagined what mine would look like, and I can certainly say I am proud of it!”

Behind an eponymous 2021 debut EP and the 19 & Dangerous album, Ayra Starr boasts more than 1.4 million monthly listeners on Spotify.

“The marriage between COLORS and Spotify is the perfect way to showcase the talent of artists featured on RADAR Africa,” Spotify Africa lead for music strategy and operations Melanie Triegaardt said.

“This partnership represents our commitment to driving artist discoverability on the Spotify platform and helping them reach audiences beyond their home markets. We are excited to get behind Ayra Starr as one of Africa’s fastest rising exports and we can’t wait to see what more this partnership will bring.”

Spotify said: “Through collaborations with key music platforms like COLORS, which are dedicated to providing stages for non-ordinary expression, and through proprietary platforming efforts like RADAR Africa, Spotify remains committed to deepening the connection between fans and artists while providing support to African musicians destined for worldwide fame.”