Showbiz

Spotify Appoints Irvine Partners as Sub-Saharan Africa PR Agency

Published

3 years ago

November 13, 2021

Music streaming platform Spotify has announced Irvine Partners, a multi-national public relations and integrated marketing agency as its communications account in Sub-Saharan Africa.

They commenced work last month and will head its PR activities in Nigeria, Ghana, Kenya, Uganda, and Tanzania.

Mr. Michelle Atagana, Head of Communications and Public Relations for Sub-Saharan Africa, Spotify, says that championing new genre discovery by being a leading partner for creators is a big focus for the brand.

“With Irvine Partners on board as our communications agency, we look forward to strengthening our positioning and commitment to the African market. Music, creativity, and storytelling are a great part of African culture, and we’re focusing on articulating Spotify’s offering for listeners and creators across the continent,” says Mr. Atagana.

There has been exponential growth in interest in African music, particularly Afrobeats, Amapiano and Gengetone, and Spotify aims to amplify artists from the continent.

Earlier this year, Spotify Africa introduced their EQUAL Artist Programme — their latest commitment to fostering equity for women in music globally. DBN Gogo, a DJ based in South Africa, was October’s Artist of the Month. Previous Artists of the Month include Nigerian star Tiwa Savage and Kenya’s Ssaru wa Manyaru.

“Film does well on our continent, as does arts and culture, and with the rise of self-publishing artistes, we’re continually introduced to new talent in our own backyard. There is massive potential for Africa’s musicians and creatives, and we believe that Spotify Africa is well placed to be part of a movement that is calling on decision-makers and audiences to open up the industry and to diversify it with multi-layered talent and artistry. We’re looking forward to being part of this new entertainment with Spotify,” says Irvine Partners CEO, Rachel Irvine.

Spotify is the world’s most popular audio streaming subscription service, with a community of more than 356 million monthly active users and 158 million Premium subscribers.

With a presence in 178 markets, and more than 70 million tracks (including 2.6 million podcast titles), it has transformed the way people access and enjoy music and podcasts. Spotify is therefore well placed to provide relevant commentary on music and audio streaming, with a focus on the African continent.

Source: GNA

Showbiz

The Importance of Intentionality in Social Media – Blogger Nathaniel Quaye Cautions Internet Users

Published

2 days ago

March 21, 2025

Ferty Felix

As a content creator and blogger, blogger Nathaniel Quaye understands the pressure that comes with trying to stay relevant on social media. In today’s world, the race for likes, shares, and views often takes priority over the message behind the content. But in his recent post, Nathaniel Quaye highlights a growing concern that has been on his mind. The rise of sensational, often graphic content being posted without regard for its impact.

“Many creators, in the pursuit of engagement, are posting disturbing content such as accident scenes or even graphic images without issuing any disclaimer or considering the emotional toll it might have on their audience,” he writes. “While these posts may get attention, I’ve come to realize that views without purpose are meaningless.”

Nathaniel Quaye firmly believes that social media platforms, though powerful, should be used with mindfulness and intentionality. The urge to post just anything for engagement can lead us down a path of meaningless content. But he argues that it’s far more valuable to post something meaningful, even if it reaches only a small group of people, than to share something sensational for the sake of likes.

“It’s better to get 20 likes for an exceptional post that speaks to the heart than to post just anything for the sake of engagement,” Nathaniel Quaye explains. “If we focus on what truly matters and stay true to ourselves, we can create content that leaves a lasting, positive impact.”

In his book “The Internet & You,” Nathaniel delves deeper into how content creators can navigate the digital space with responsibility and authenticity. He emphasizes that staying true to your values is crucial in today’s fast-paced digital world.