Spotify, the global streaming giant, has identified South Africa, Nigeria, Kenya, Ghana, Zambia, and Uganda as the leading African countries in their embrace of Rhythm and Blues (R&B) music.
Monica Kemoli-Savanne, Artist and Label Partnerships Manager for East Africa, emphasized the unmistakable appetite for quality R&B across Africa. She noted, “South Africa, Nigeria, Kenya, Ghana, Zambia, and Uganda have emerged as the primary listeners of R&B on Spotify.”
Even in French and Portuguese-speaking markets like Côte d’Ivoire and Angola, R&B’s influence is being felt strongly in Sub-Saharan Africa.
Despite the continued popularity of genres like Afrobeats and Amapiano, an intriguing shift is underway. R&B is experiencing a noteworthy resurgence, boasting an impressive year-on-year growth of 133% on Spotify.
Kemoli-Savanne highlighted Kenya’s significant role in spearheading this resurgence. Recent Spotify data revealed that the ‘Tantalizers’ playlist garnered the majority of its streams from Kenya, solidifying R&B’s position as one of the top five genres in the country.
Internationally and locally, artists like Weekend, Chris Brown, SZA, Rihanna, and Beyoncé have captured the hearts of Spotify’s R&B listeners. Similarly, talents such as Kenya’s Xenia Manasseh, Ghana’s Baaba J, South Africa’s Lloyiso, and Nigeria’s Bloody Civillian have made a significant impact.
This surge in popularity has led to a surge in collaborations between international icons and African artists, surpassing levels seen just a decade ago. Hits like ‘WAIT FOR U’ by Drake, Future, and Tems, and ‘Monalisa’ by Chris Brown, Lojay, and Sarz, showcase Africa’s stars shining brightly on the global stage.
Furthermore, African artists are now joining forces to release global hits independently. Notable collaborations include Camidoh’s ‘Sugarcane (Remix)’ featuring King Promise, Darkoo, and Mayorkun, as well as ‘Essence’ by Nigerian powerhouses Wizkid and Tems.
R&B’s resurgence in Africa underscores the adaptability and creativity of African musicians. While traditionally characterized by soulful melodies and themes of love, African artists are infusing their cultural and musical influences, giving the genre a unique flair.
To leverage this growing popularity, Spotify has partnered with COLORSxSTUDIOS for a multi-day R&B writing camp in Nairobi, Kenya, slated for the first week of October. This gathering will bring together artists, songwriters, and producers from across Africa and beyond, with Spotify’s flagship R&B playlist ‘Tantalizers’ acting as the centerpiece.
The fusion of soulful vocals with traditional African rhythms and contemporary production techniques resonates not only with listeners but also bridges the gap between the past and the present. The majority of R&B streams in Sub Saharan Africa come from Gen Z (aged between 18 and 24), followed by 25 to 29-year-olds.
R&B in Africa is more vibrant than ever, showcasing the universal power of music that transcends boundaries of location and generation.
