East Africa: Apple Music launches Mali Safi campaign

Mali Safi is a Swahili phrase that means ‘the dopest and freshest’. The campaign will feature 10 exclusive guest playlists by Diamond Platnumz, Sauti Sol, Navy Kenzo, Zuchu, Nikita Kering, Nandy, Chris Kaiga, Spice Diana, Eddy Kenzo and Otile Brown.

These artists have meticulously put together a selection of songs that highlight the new wave and rich heritage of the region, celebrating East African excellence and innovation across the board.

“East African music is the soundtrack to people’s lives,” Sauti Sol said. “ The region is a melting pot of African and global cultures, which for centuries has maintained its sonic vibrations while integrating its exposure to other cultures. We are a show, not a tell society, who are all about good vibrations, love, the people and welcome.”

Zuchu said: “Writing a good song always has to start with some inspiration and to me listening to some of these songs helped me a lot. I love how most of them are typically from the streets like ‘Jamila’ by Jose Chameleon. I feel like it’s one of the best songs to ever happen in East Africa. And I think it’s important as an artist to never lose my originality no matter the exposure to outside sounds and music.”

This new campaign follows the ever-popular EA Wave hits playlist, which highlights the best in trending music from East Africa, for everyone to revel in the celebratory mood.

Apple Music is available in more than 165 countries and regions on iPhone, iPad, iPod touch, Mac, Apple Watch, Apple TV, HomePod mini, CarPlay, and online at music.apple.com, plus popular smart speakers, smart TVs, and Android and Windows devices.