Spotify gives Ghana’s emerging artists a shot in the arm with multi-year investment deal

The donation will be administered from Spotify's Creator Equity Fund, which will assist Vibrate Space to expand to include accommodation and an artist-in-residence program.

Global streaming platform, Spotify has announced a multi-year investment into Vibrate Space, a community recording studio and music business programme based in Accra, Ghana, to support emerging artists in the country.

The donation will be administered over multiple years from Spotify’s Creator Equity Fund, which will assist Vibrate Space to expand to include accommodation and an artist-in-residence program.

Vibrate Space, operated by Surf Ghana, offers education, mentorship, and space to young Ghanaian artists, so that they can create, connect, and collaborate.

The space was launched with Spotify’s first donation in September 2022, which facilitated the opening of the studio.

Over the past six months, Vibrate has registered over 200 studio bookings, and hosted many more creators for events and classes.

Spotify’s Head of Music for Sub Saharan Africa (SSA), Phiona Okumu, spoke about the partnership, saying, “Since Spotify’s arrival in Africa five years ago, we have worked to identify opportunities to support artists in ways that speak directly to each of our markets. The partnership with Vibrate allows us to continue supporting emerging artists and cultural entrepreneurs in Ghana in addition to the on-platform work we are doing in the country.”

Spotify’s Global Head of Artist and Audience partnerships, Joe Hadley announced the most recent donation at an event at Surf Ghana, stating, “Spotify is proud to continue our efforts to support and uplift creatives with our Creator Equity Fund. I’m excited to share that from that fund we’re announcing a donation to the Vibrate Space in Accra, Ghana. They have been incredible partners to us; continually pouring into the local community and creating a space where artists can come together to grow creatively. We’re looking forward to hearing the music, stories, and success that will come out of Vibrate.”

The additional funding will be used to support young artists who seek to kick-start their careers.

Vibrate’s plans to use the additional funding for artist support include a festival at the space, supporting artists to put on their own events, establishing a youth hostel, an artist in residency and exchange programme, a women’s programme aimed at supporting women’s growth in the industry, and expanding their educational offerings.

Founder and director of Surf Ghana, Sandy Alibo, expressed his happiness about the partnership with Spotify, stating, “We work with young and emerging artists and creators who are looking to make a mark in the music industry and Spotify is a brand that speaks to young people and has played a significant role in taking African and Ghanaian music to the world.”

Spotify data shows that fans on Spotify are finding and listening to Ghanaian artists all around the world. For every stream in Ghana of a Ghanaian artist, there are six streams all around the world, with top international markets for Ghanaian artists including the USA, UK, Nigeria, Germany, the Netherlands, Canada, and France.

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