Broadcast, Film and Convergence in Africa - Issue no 360 on 12 March 2021

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Music streaming service Spotify expands into 39 Sub-Saharan African countries – why this matters to the African broadcast ecosystem

12 March 2021

After a long period with a presence just in South Africa, one of the world’s most high-profile music streamers, Spotify has expanded across Sub-Saharan Africa. Russell Southwood spoke to Phiona Okumu, Head of Music (Sub-Saharan Africa), Spotify about its plans. The expansion of music streaming service Spotify into Sub-Saharan Africa matters for four reasons: As the interview below illustrates, Spotify will be a very strong channel for identifying new music and genres that are ‘below the radar’ and promoting them continent-wide. TV broadcast programmers need to know what music has “audience pull” when they think about acquiring music videos and…