Ghana’s OliveTheBoy is latest Apple Music Up Next artist

The Up Next artist development programme, launched in 2017, has been instrumental in showcasing emerging musical talent, with notable alumni including Afrobeats stars such as Burna Boy and Tems.

As the Up Next act, OliveTheBoy will feature on Apple Music’s Ghana Up Next playlist. This curated playlist showcases a diverse and dynamic class of new and emerging artists, carefully chosen by Apple Music editors worldwide. Reflecting the global editors’ passion, the playlist is genre-agnostic, introducing these talented artists to a broader audience.

Born Joel Osei Bonsu, the singer has signed with Loop Music and is responsible for 2023’s Avana EP.

Speaking to Graphic Showbiz last month about his newfound commercial success, the singer said: “For me, I know that where there’s a will, there’s always a way and so they shouldn't give up. I understand that I’m young but I’ve always wanted to do this. Having realised the power of social media and music streaming platforms, and with support from my team, I went all out using every available online platform, and that is certainly paying off.”

OliveTheBoy expressed his hope that his viral success will inspire other up-and-coming Ghanaian artists, despite the challenges many emerging local musicians face.

The Up Next global roster boasts an impressive line-up of past talent, featuring global popstars such as 6lack, H.E.R., Koffee, Megan Thee Stallion, Billie Eilish and Stefflon Don, among others.