SA: Eloff named Apple Music Up Next artist

Up Next is the local version of Apple Music’s global emerging artist platform that was launched early in 2021. The announcement coincides with the release of Eloff’s seven-track EP Hittegolf, which flexes tongue-in-cheek melodies underpinned by quirky, relatable lyrics to suit any pool party. Some of the featured songs include ‘AKTV’, ‘Witblits’ and ‘Swipe Regs’.

Eloff has welcomed the opportunity to be featured in the programme which identifies and showcases rising talent.

“It is such a huge honour to be chosen as an Apple Music Up Next artist. What a blessing and privilege,” Eloff told Apple Music. “Thank you. It doesn't matter what the weather front is like on your side, come and feel the heatwave with me with the hottest tracks, that will make you believe you are already on holiday. Stay safe and healthy and choose life over fear.”

As the newest Up Next artist to be spotlighted in South Africa, Eloff will be featured across Apple Music’s South African Up Next playlist. The curated Up Next playlist features a dynamic class of new and emerging artists, thoughtfully hand-picked by Apple Music editors from around the world.

“The playlist is genre-agnostic and represents a line-up of artists our global editors are passionate about and eager to expose to a larger audience,” Apple Music said.

Each month, Apple Music's editorial team selects an artist to promote, utilising the full force of the platform to raise awareness of the artist to its growing global audience of music fans.

The vast global Up Next roster of past talent includes Grammy-nominated and critically lauded talent like Tems, 6lack, Burna Boy, Daniel Caesar, H.E.R., Greta Van Fleet, Khalid, Amy Shark, Billie Eilish, Sabrina Claudio, Sigrid, Mr Eazi, Stefflon Don, Bad Bunny, Juice WLRD, Bazzi, Jax Jones, NCT 127, Summer Walker, Tierra Whack, Dean Lewis, Pink Sweat$, Koffee, Megan Thee Stallion, Clairo, Lunay, Jessie Reyez, Orville Peck, Victoria Monét, Ingrid Andress, Conan Gray, Don Toliver, Rema, BENEE, Holly Humberstone, Natanael Cano, Givēon, beabadoobee, Arlo Parks, Tate McRae, and Fousheé.