Spotify and ONErpm have wrapped up a two-day Fresh Finds workshop in Nairobi, adding more weight to Spotify’s push to discover and develop emerging artists in East Africa.
The programme brought together artists from Kenya, Uganda, and Tanzania, including We Are Nubia, Zaituni, Ila Nia, Kahuti, Genes1s, Hood Boyz, Phany Love, Vyroota, and Hildah Watiri. Producers including SoFresh, Run, ODZZ, and JAE5 also took part, alongside mentors and songwriters such as Watendawili, Joshua Baraka, and Savannah.
On paper, Fresh Finds is known as a discovery tool for new music on Spotify. But in Nairobi, it looked more like an artist development programme. Participants went through collaborative recording sessions, media training, and workshops on the business side of music. That included lessons on platform analytics, fan engagement, storytelling, and how artists can build a brand that travels beyond their home market.
That matters because one of the biggest gaps for many independent African artists is not just distribution. It is structure. Getting music onto streaming platforms is easier than it used to be. Turning that visibility into a long-term career is still much harder.
Spotify says the goal is to help artists balance creativity with commercial understanding. ONErpm, which has expanded across African markets since entering the continent in 2020, framed the partnership as part of a broader effort to support emerging talent before they break into the mainstream.
One of the more useful takeaways from the workshop was Spotify’s warning about playlist scams. Maxwell Nguku, Spotify’s Editorial Lead for East Africa, said the platform has zero tolerance for pay-for-play schemes and stressed that no legitimate player should ask artists for money in exchange for playlist placement. For upcoming artists, that is an important distinction in a market where fake promotion services often target musicians looking for quick growth.
The Nairobi workshop also signals something bigger. East Africa’s music scene has cultural momentum, but global breakout success still tends to be uneven and under-supported. Programmes like this suggest streaming platforms are starting to think beyond uploads and playlists, and more about the systems artists need to compete internationally.
We have previously covered Spotify’s moves in the region, including its broader push around African streaming and creator monetisation. For context on Spotify’s wider artist discovery strategy, see Spotify’s own newsroom coverage here.
If Spotify and ONErpm keep investing at this level, Fresh Finds could become one of the more practical pipelines for East African artists trying to move from local buzz to sustainable careers.
