Creating EQUAL opportunities for economic growth in music
How Spotify’s EQUAL programme is shaping culture and levelling the music playing field for women
African music is emerging as a powerful force, rich in storytelling and cultural expression. Contributing to this global movement are bold and talented women artists who are shaping its sound and redefining its culture.
These artists are breaking boundaries and setting new standards for the industry, sparking movements across the continent through their lyrics, performances, and artistic expressions. Icons like Tiwa Savage, Teni, Nomfundo Moh, DBN Gogo showcase how music serves as a powerful medium for cultural exchange, bridging gaps between generations and nations.
For many women in music, the struggle isn’t about making hits; it’s about just being heard. The lack of exposure limits opportunities for collaborations, airplay and global reach. It’s a cycle that stifles growth and innovation, forcing many talented women musicians into the shadows.
Amplifying voices across the continent
Change is possible, and in 2021, Spotify took a decisive step toward breaking these barriers with the launch of the Spotify EQUAL programme, a game-changer for women artists worldwide. At the heart of EQUAL is its mission to increase the representation of women in music.
By dedicating global and local playlists exclusively to women artists, Spotify has given them a platform to reach millions of listeners who might not otherwise have discovered their music.
The EQUAL Global playlist, along with region-specific ones like EQUAL Africa, has been instrumental in providing emerging and established women artists the visibility they deserve.
A growing movement for gender equity in music
Through the EQUAL Africa initiative, women artists from Ghana, Nigeria, South Africa, Kenya, and beyond have gained visibility on a global stage. Names like Ayra Starr, Gyakie, FAVE, as well as Nikita Kering and most recently Demi Lee Moore have been featured prominently, benefiting from the exposure and resources provided by Spotify.
The impact of the programme is visible. Within six months of the global EQUAL programme launch in March 2021, EQUAL playlists had cumulatively collected 29 million streams from 177 different markets.
So far, Spotify has profiled and amplified the voices of close to 40 African women artists on the continent, celebrating their talent while contributing to the growing global recognition of African music.
The growing momentum of African women artists is undeniable, with many of them achieving groundbreaking milestones and garnering international recognition.
Record-breaking success
It, therefore, didn’t come as a surprise that South African singer Tyla, who was once part of the EQUAL programme, made history as the first African artist with a solo track to surpass one billion streams on Spotify with her hit single “Water.”
This achievement marked a turning point in African music, proving that solo women artists from the continent can command massive global audiences and shape mainstream music culture.
A future of Equal opportunities
While the journey toward gender equity in the industry is still a work in progress, platforms that amplify women’s voices are paving the way for a more diverse, inclusive, and promising future.
Spotify has set the stage for transformation, but true equity in the music industry requires collective action from artists, listeners, and industry leaders alike.
Now, it’s up to us to build on this foundation and ensure that gender equity in music becomes a lasting reality.