23-year-old Kenyan alternative R&B artist, Maya Amolo, has been announced as the first-ever Fresh Finds Africa artist by audio and media streaming provider, Spotify, as part of its programme tailored to specifically spotlight and develop emerging independent artists from across the continent of Africa.
The Swedish company, in a statement on Wednesday while making the announcement, said the programme is centered on its Fresh Find playlist, and “focuses on helping emerging artists to learn and grow by giving them the tools for long-term and sustained career success.
“The Fresh Finds playlist serves as a launchpad for up-and-coming artists to get exposure, while also catering to fans and industry tastemakers who want to discover fresh new talent,” the streaming company said.
The Nairobi-born Maya, cut her musical teeth on SoundCloud while collaborating with Internet producers to create ‘Sad Boi’ tunes including ‘U Wanna’ and ‘Where Tornados Flew,’ which propelled her to top of her career and an artist to be reckoned with in Africa.
Her powerful vocals quickly and soft harmonies quickly amassed her a dedicated listenership and grabbed the attention of local producers and musicians, according to her citation on the Spotify platform.
Speaking on making Maya the first Fresh Finds artist from Africa, Spotify’s head of music for Sub-Saharan Africa, Phiona Okumu said:
“Spotify has always been committed to connecting fans to up-and-coming artists and the music they love. The Fresh Finds programme is an enhanced version of that.
“For an upcoming artist like Maya, these figures promise an increased audience and opens her up to new opportunities which might not have been possible without Fresh Finds.
“Fresh Finds Africa will be a monthly programme, with a new artist selected every month by the Spotify music team, and forms part of Spotify’s continued commitment to support the African music industry, through initiatives such as Equal and Radar,” Okumu said.
Maya’s first body of work, Leave Me At The Pregame, which was released in mid-2020, takes the listener through a melodious journey of self-acceptance and healing.
She has gone on to establish herself as one to watch, having been covered by NPR, The Native Mag, Okay Africa and Tangaza Magazine.
She is set to release the first single from her forthcoming project on March 31.