Spotify Invests In Ghana’s Emerging Artists Through Creator Equity Fund
Spotify, the world’s largest music streaming platform, has announced its latest investment in Vibrate Space through its Creator Equity Fund to support emerging artists in Ghana.
For every stream of a Ghanaian artist in Ghana, there are six streams worldwide, Spotify reports. Ghanaian artists making international waves include Black Sherif, Baaba J, M3NSA, Moses Sumney, Ria Boss, TMSKDJ, Joey B, Poetra Asantewa, and Amaarae. The latest donation is Spotify’s latest investment in supporting African talent.
Vibrate Space is a community recording studio and music business program based in Accra, Ghana, operated by non-profit organization Surf Ghana. The program offers education and mentorship for young Ghanaian artists so they can create, connect, and collaborate.
Spotify’s first donated to Vibrate Space in 2022, helping launch the studio which has since registered over 200 bookings and hosted multiple creator events.
Speaking at a Surf Ghana event, Spotify’s Global Head of Artist and Audience Partnerships, Joe Hadley, shared the news of Spotify’s latest investment.
Administered over two years, Spotify says its investment will expand Vibrate’s masterclasses, introduce a three-month instrument learning program, and establish a youth hostel providing affordable short-term accommodation for young people who engage with the studio.
Plans for the funding also include a festival, a program to support artists as they put on their own events, an artist-in-residency and exchange program, and a dedicated women’s program.
“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,” said Phiona Okumu, Head of Music for Sub-Saharan Africa (SSA), as per a press release.
“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.”
This announcement comes in the wake of recent allegations that Spotify had spent less than 10% of its Creator Equity Fund since its launch last year.
With this increased investment in Vibrate Space, it appears that Spotify is attempting to fulfil its commitment to supporting Black and brown emerging artists and cultural entrepreneurs worldwide.
