Apple Music is placing a big strategic focus on Africa this year, and the latest emerging artist to join its ‘Up Next’ programme is the latest example.
Nigerian Afropop star Rema will be getting some promotional welly from Apple’s streaming service this month, building on the success that has seen him already become the 18th most-streamed artist in Apple Music’s ‘World’ category.
“I want to take Afrobeats to the world and now the world is listening, it’s an honour. This has come during a time when across the world people are uniting and coming together to fight for justice. This generation, my generation, are standing up and speaking out and it’s amazing to see, I am standing right beside them,” said Rema in a statement.
The news follows Apple Music’s recent launch of a Beats 1 radio station called ‘Africa Now Radio’, spun off from its ‘Africa Now’ playlist and hosted by Nigerian DJ Cuppy. The founder of Apple’s artist-development subsidiary Platoon, Denzyl Feigelson, also recently talked about his team’s work with 88 musicians in Africa.