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spotify’s african heat campaign celebrates african dance music culture

SPOTIFY HEAT CAMPAIGN>

SPOTIFY HEAT CAMPAIGN

by Helvine Achieng March 19, 2021

Celebrating the power of African voices across the continent and beyond, Spotify is shining a spotlight on one of its flagship, curated playlists African Heat, through an interactive campaign that brings the spirit of Africa alive around the world.

The campaign journeys through a series of partnerships, activations, a dance challenge video (#africanheatchallenge), and more creative content opportunities that will play out through on-and-off-platform initiatives on local, regional, and international levels.

Highlighting the diversity of African talent, the playlist is an explosion of Afro-centric sounds, carving out a space for African creators to showcase their music to a global audience. Centered on the key role that the Afro-dance community has played in spreading African pop music across the globe, the campaign includes the likes of Focalistic, Fuse ODG, Olamide, as well as some of the leading female faces of dance music in Africa – Moonchild Sanelly, Sho Madjozi, Niniola, and Amapiano’s Lady Du.

Taking African Heat to The Streets with the #africanheatchallenge The beautifully shot clip was directed by the talented, award-winning, Johannesburg-based Zandi Tisani, Zandi uses her experience to draw attention to her work in edgy and bold ways. Set to Focalistic’s hit “Ke Star,” the clip encourages fans to immerse themselves in the sounds of the playlist, delving into the language of dance to express the connection between African communities worldwide that share a love of dance music.

The video features dancers from major cities in Africa and across the globe, including local sensation Kamo Mpela, Nigeria’s Boluwatife, Ghana’s DWP Academy and more as they move through the streets of their cities doing the #africanheatchallenge. This is not the first collaboration between Spotify and Focalistic who, as one of Spotify’s RADAR AFRICA artists, has already benefited from the support that the program promises to artists across all stages of their career development. The African Heat campaign is another example of how Spotify continues to showcase and support African talent.

“My music is an honest expression of who I am and where I come from, Pitori! I am the voice of the hood! I am the voice of the YOUTH! I want to take my voice to the world and Spotify is helping me do that. With my recent Davido collab on the ‘Ke Star (Remix)’ promoting African Heat to a wider audience gives me and other African artists more opportunities to reach millions of Spotify listeners,” said Focalistic. “Music is a universal language and I want the world to understand our lingo, our movement, and our sound! I’m excited to see where we can go! To the top!! Ase Trap tse ke PINA tsa ko Kasi!”

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