An annual initiative, the compilation of 90 rising talents was selected based on streaming data and expert input. This year, the campaign expanded to encompass a broader array of genres and involved collaboration with the North American music team and editors from various playlist brands. These include Viva Latino (Latin), Pop Rising (pop), Hot Country (country), Juniper (folk), New Noise (rock), Lorem (indie), R&B Rising (R&B), Most Necessary (hip hop) and Mint (dance).
“Spotify has always been a place for music discovery and artist growth, and our Artists to Watch lists allow us to showcase up-and-coming talent with serious momentum behind them,” Spotify global head of editorial Sulinna Ong said as she announced last year’s class. “We use our fan-favourite editorial playlists, including Hot Country, Viva Latino, Most Necessary and, for the first time, R&B Rising, to tap into existing listener bases. In return, artists are introduced to listeners who will love their sound.”
Tyla was spotlighted in R&B Rising’s Artists to Watch, while Odumodublvck was named in the Most Necessary Artists to Watch category. The pair have also been featured in Spotify’s Artists To Watch playlist.
For Tyla, the latest accolade adds to a growing list of up-next spotlights, following the global success of her single ‘Water’. In December 2023, she made BBC Radio 1’s Sound Of 2024 longlist alongside Nigeria’s Ayra Starr. Tyla is also a nominee at the upcoming Grammy Awards, after scoring her first nomination in the Best African Performance category.
The international ascent of Odumodublvck, whose sound blends drill, grime and Afrobeats, has been propelled by his ‘Declan Rice’ single released in March last year and charting across multiple countries. In September last year, he inked a deal with American record label Def Jam Recordings, releasing EZIOKWU, his fifth mixtape a month later.
The recent developments underscore the ongoing global success of Nigerian music, notably emerging stars and particularly in the streaming era. Recently, music discovery platform Shazam featured Nigerian singer Bloody Civilian in its annual breakthrough predictions list, placing her among the artists anticipated to gain global recognition in 2024.
Since its inception in 2008, Spotify has become the leading audio streaming subscription service globally, operating in more than 180 markets. It boasts a catalogue exceeding 100 million tracks and a community of 574 million users.
