Spotify Deepens Its Roots in Nigeria’s Afrobeats Scene

Streaming giant expands cultural influence through Lagos edition of “Greasy Tunes” and local artist partnerships.

Afrobeats has evolved into one of the most powerful cultural exports from West Africa, particularly Nigeria. Known for its rhythmic beats and global appeal, the genre continues to shape the sound of modern pop music. However, its identity remains complex often misused as an umbrella term for all African music. Spotify, one of the world’s biggest streaming platforms, has made it its mission to properly represent and amplify the authentic Afrobeats sound while embedding itself deeply into Nigerian music and culture. Since launching in Nigeria in 2021, Spotify has taken major steps to connect with local audiences, nurture homegrown talent, and position itself as more than just a digital service provider.

The company’s latest initiative the Lagos edition of its flagship experience Greasy Tunes marks a new level of cultural engagement.

Lagos Comes Alive

The Lagos edition of Greasy Tunes is Spotify’s boldest effort yet to merge streaming with culture. Held at the lively restaurant and outdoor spot Fired & Iced, the event spans three weeks of performances, parties and discussions celebrating Nigerian music, fashion, and creativity.

The first week featured energetic performances from Fola and Adekunle Gold, alongside fashion showcases curated with Severe Nature, and even a gospel rave led by popular artists like Gaise Baba. This lineup perfectly reflects the dynamic mix of styles that define modern Nigerian music and its impact across the world.

A Cultural Immersion Beyond the Stage

Spotify’s vision for Greasy Tunes Lagos extends beyond entertainment it’s about storytelling, culture, and connection. The Culture in Motion campaign invited journalists, creators, and musicians from across Africa and beyond to experience Lagos through its historical and artistic landmarks. Participants toured the Kalakuta Museum, home of Afrobeat legend Fela Anikulapo-Kuti, and the John Randle Center for Yoruba Culture and History.

Panel discussions featuring Fela’s grandson Made Kuti, Nigerian alternative artist Braye, and Brazilian singer Melly further emphasized Spotify’s goal: to build bridges across continents through African music.

Spotify as a Cultural Curator

According to Nigerian music executive Chuks Odoh, Spotify’s growing influence comes from its strong local engagement. “They’re curating the culture of young people within Nigeria,” Odoh explained. “It’s not just about streaming anymore it’s about being part of the community and shaping conversations around music, fashion, and lifestyle.”

Spotify’s approach blends local authenticity with global reach. By hosting events, sponsoring artist tours, and supporting creative projects, the platform is solidifying its role as both a cultural curator and music accelerator in Africa.

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Empowering Artists Across Nigeria

Spotify’s support for Nigerian artists has gone beyond Lagos. The company has championed emerging voices like Llona through its “Radar” program and supported his nationwide tour. This handson approach builds awareness of the platform even in less-exposed regions like Kaduna, Delta, and Kano, helping artists reach new audiences while inspiring potential listeners to explore Spotify.

Through initiatives like Greasy Tunes, Spotify has proven it understands the pulse of Nigerian youth culture. Whether it’s Afrobeats, alternative, or highlife, the streamer continues to celebrate diversity and innovation within the music scene.

More Than a Music Platform

Spotify’s editorial team in Africa curate’s playlists that reflect the vibrant, ever-evolving soundscape of the continent from chilled lounge vibes to dancefloor anthems. By physically engaging with communities, collaborating with creators, and showcasing artists, Spotify aims to become synonymous with Afrobeats itself. “They’ve shown that they care about Nigerian pop culture,” Odoh said. “It’s not just about music it’s the intersection of sound, style, and youth energy.”

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