It’s Thursday, and I’m going back to the recent Fresh Finds session in Lagos this past January, a collaborative initiative by Spotify and UnitedMasters designed to equip emerging artists with industry knowledge. One of my favourite things about the initiative was how it brought the intersection of creativity and commerce to fore. In music, the desire to create is very easy, but sustaining that desire requires considerable commercial foundation [commerce as in act of buying & selling]. Without it, that desire can wane and more often than not, said sustainability begins with streaming success.

During the Q&A session, I asked Wurld, the artist-mentor of Day 1, whether he believed streaming success was important for artists, especially those, like himself, who create music outside the mainstream. Without hesitation, he affirmed,

“Yes, streaming success is important because it enables you to do bigger businesses [with industry partners and larger ecosystem]”

Fresh Finds, originally a playlist designed to spotlight rising stars, has morphed into an IRL artist development initiative. Over three days, select artists and producers engaged in collaborative recording sessions, music business workshops, and media training; all with the goal of helping them navigate the complexities of the modern music business.

On day 1, young producers Yosa and Saszy worked alongside songwriter olayinka ehi. Emerging artists Dhee Drey, Jomanie, Salle, and Azia also spent time turning musical ideas into potential breakthrough tracks.

The recording sessions on day two featured emerging producers, Twitchpapi and LeMav collaborated with promising artists Kyla Blac, DEELA, Tolani and the current face of Fresh Finds Africa’s playlist, Rigo Kamp. Songwriter Vito Rali also joined them during these sessions.

On the final day, those present were treated to a showcase featuring Amaeya, Fitzy West, FirstKlaz, and Romi; songwriter Shorae Moore, producers Ramoni and Dunnie and, most excitingly, the songs created during the two days of the Fresh Finds Sessions.

The program featured keynotes from Victor Okpala, Spotify’s Artist & Label Partnerships Manager for West Africa, who stressed the initiative’s significance over the three-day event. Then there was Niyi Osidipe, UnitedMasters’ Head of Africa, who made UnitedMasters’ mission clear: to empower independent artists with the tools they need to succeed - while also trumpeting Spotify’s role as a bridge between artists and global audiences.

The reality, as Wurld pointed out, is that music is not just art - it’s also business. Money is spent on production, branding, marketing, and distribution. Deeming streaming success as secondary, especially for newer artists, is like running an online store without caring about customers or sales.

Today, streaming accounts for over 67% of global music revenue. Both Major and independent rightsholders have recognized its power, with companies like Mavin Records championing digital-first strategies that put streaming at the heart of their business models.

“Initially, the focus was on touring, which seemed to be a significant revenue source. However, it's now recognized that touring has a low-profit margin due to high cash flow demands and logistical complexities. In contrast, streaming offers a more sustainable revenue model with continuous income generation over time.”

— Tega Oghenejobo & Linda Oramasionwu-Leverette at Kellogg Alumni Club of West Africa

Flashback to 2019, in the early days of the Kupanda-Mavin partnership, I remember Mavin President/COO Tega Oghenejobo would constantly emphasize that streaming was Mavin’s topmost priority. At a time when the Nigerian music industry was still finding its footing in the streaming era, Spotify wasn’t even in the country yet, Tega’s conviction was unwavering; it was clear that digital consumption would shape the label’s future.

Fast forward to Mavin’s 2020 end-of-year party, during a team quiz session, staff members were asked “What Mavin’s topmost priority for the following year would be”. A few misses later, I answered correctly: streaming success. That moment not only earned me a present from the company but Tega also personally pledged a complimentary present, which turned out to be one of my favorite colognes at the time.

I recount this not just as a lighthearted memory, but to explain how deeply streaming success has been ingrained in the DNA of one of biggest success stories in African music. For Tega and the team, it was the foundation of a long-term vision that has since propelled Mavin to unprecedented global success. In 2023, Mavin became the first African label to surpass a billion streams on Spotify with a single song, which was hotly followed by a UMG acquisition months after. The shift is seemingly evident in the balance sheet as Linda would also mention:

“[Mavin] was a business that was over 90% cash and Naira-denominated when we started, but it has inverted to over 90% in hard currency today”

— Linda Oramasionwu-Leverette

Streaming plays very important role in determining an artist’s or rightsholders’ valuation and market potential. For instance, if a powerhouse like Mavin had emerged from a market with stronger streaming infrastructure (say higher ARPU) - such as the U.S. or Europe - their acquisition value during the UMG deal would probably have been higher.

At the core of the Fresh Finds program was an important shift in mindset as artists are encouraged to see streaming not as an afterthought, but as an integral part of their journey in music. While authenticity in music creation remains important, once a song is released, the business side takes center stage and that is where things start to get real. This philosophy was reinforced during the program, where Miche Atagana, Head of Communications and Public Relations, Sub-Saharan Africa, guided artists through the essentials of public relations (PR), while rapper Blaqbonez led a session on content marketing.

Ultimately, the Fresh Finds program is a testament to the evolving music industry, where artists must think beyond the studio and embrace the realities of digital success. Streaming isn’t just mere metric as many might think, instead it’s a gateway to bigger opportunities & partnerships, better negotiations & deals, and attracting investors. The most successful artists today understand that in the business of music, visibility and viability go hand in hand.

That was the premise of this Fresh Finds initiative and after the three-day exercise, most of the artists and participants seemed to understand the assignment.

You can discover these emerging talents by following Spotify’s Fresh Finds Africa playlist, which continues to showcase rising stars in African music.