Elaine named Spotify’s EQUAL Africa Artist for Octobe

Elaine, the multi-award-winning Rhythm and Blues (R&B) sensation, has been named Spotify’s EQUAL African Artist for October. This was announced on Tuesday in a statement by Phiona Okumu, Spotify’s Head of Music for Sub-Saharan Africa.

Okumu stated that Elaine, a former Spotify RADAR artist, first gained prominence with her chart-topping debut EP Elements, which captured global attention in 2019. She explained that Elaine was chosen for her musical accomplishments, as well as her advocacy work and empowering messages. Okumu added that Elaine has utilized her platform to raise awareness about mental health and inspire young people to chase their dreams.

“Spotify’s EQUAL Africa programme is dedicated to empowering female voices in Africa, spotlighting artistes who continue to push boundaries with their artistry.

“Elaine exemplifies the caliber of talent the programme aims to support.

“Spotify is proud to be associated with her and will continue to use the EQUAL Africa programme to provide support for women in music, amplifying their voices and helping to showcase their incredible talents to a global audience.

“Elaine’s journey from a South African R&B breakthrough artiste to a global star is one of resilience, and her forthcoming album is set to further establish her as a leading voice in contemporary music,” she said.

Okumu noted that Elaine’s top Spotify listeners come from South Africa, the United States, Nigeria, Kenya, and the United Kingdom, cementing her status as a global force in music.

She said Elaine’s music blends soul and contemporary Rhythm and Blues, crafting a distinctive sound that had resonated worldwide.

“With hit singles like “You’re the One” and “When I’m in Love”, she has demonstrated her talent for delivering memorable melodies and heartfelt storytelling.

“Elaine is now set to release her latest project Stone Cold Heart, on 11th October.

“This deeply personal and confessional project chronicles her journey through trauma, heartache and transformation, featuring a blend of powerful soulful ballads alongside new sonic directions that reflect her growth.

“The album promises to offer catharsis and empowerment, connecting with listeners who have faced their own hardships,” she said.

Responding, Elaine said, “I am honoured to be part of the EQUAL programme and incredibly proud to stand as an independent African woman, carving out my own path and claiming space in an industry traditionally dominated by men.

She said she grew up listening to music by Lebo Mathosa and Brenda Fassie as she described her music as a true representation of her life, heart and thoughts.

She said her music constantly evolved but at its core, “it is true RnB. It is emotional, real and raw.”

NAN /Oluchi