The music and video streaming platform, Apple Music has launched the ‘Africa Rising’ talent discovery program for identifying, showcasing, and elevating rising African talent.
The initiative sees rising African artists promoted by the Apple Music editorial crew on a bi-monthly foundation. Selected artists can have their work showcased throughout the platform and have on the Africa Rising companion playlist.
To coincide with the program launch, Apple Music has introduced Nigerian singer-songwriter Omah Lay as the first Africa Rising artist.
Apple Music Launch ‘Africa Rising’ Talent Discovery Program For African Musicians
“I have always used Apple Music, seeing my favorite artists on playlist covers and features but here I am looking pretty as Apple Music’s first Africa Rising artist,” said Lay. “I am overwhelmed. Dreams really do come true.”
Lay released his debut solo EP ‘Get Layd’ last month. Three songs from the EP stay within the Top 10 songs on Apple Music Nigeria’s Top 100 singles chart, including his self-produced song ‘Bad Affect’.
“‘Bad Influence’ is actually a story of many things happening at the same time,” Lay explained in a recent interview with Okay Africa. “…It was inspired by a whole lot of things. It was me coming to Lagos. Being exposed to a new type of life, a lot of things around me, and putting all that experience together.”