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Music streaming platforms have expanded beyond digital playlists, using live events, artist workshops and fan experiences to strengthen connections with audiences across Africa.
Streaming services such as Spotify, Apple Music, Boomplay and Audiomack are increasingly combining online music discovery with in-person events as Africa’s music industry continues to grow.
Between July 15 and 26, 2026, Spotify hosted a 12-day Greasy Tunes residency at Heltz House in Nairobi, featuring live performances, creator workshops, fashion showcases, podcast recordings and fan meet-ups.
The event followed earlier editions in Johannesburg (2023) and Lagos (2025), with each programme tailored to local music culture.
“Greasy Tunes brings the energy people experience on Spotify into a shared physical space,” said Agnes Opondo, Spotify’s Artist and Label Partnerships Lead for East Africa.
Spotify said the Nairobi programme was designed around local listening habits, bringing together artists including Nyashinski and Buruklyn Boyz, alongside fashion brands, podcasters and spoken-word performers.
The expansion comes as streaming continues to dominate the global music business.
According to the International Federation of the Phonographic Industry (IFPI), streaming generated more than $22 billion in 2025, accounting for about 70% of global recorded music revenue, while Sub-Saharan Africa recorded 15.2% growth.
Other platforms are following the same strategy.
In 2024, Boomplay partnered with smartphone brand itel for campus tours in Nigeria and Ghana featuring performances by Joeboy, Bnxn, Qing Madi, E.L and Tulenkey.
Apple Music also revealed its Africa Rising Class of 2026, supporting emerging artists through editorial promotion and development programmes, while Audiomack continued its creator-focused initiatives across African markets.
Artists are also embracing the trend.
Earlier this year, Kenyan star Nyashinski launched Showman, a five-day concert residency that blended music, theatre, dance and storytelling.
In June 2026, the Lagos International Jazz Festival introduced its Super Sessions residency to create a regular platform for live jazz performances.
Festival founder Ayoola Sadare said, “We are creating a cultural platform where great music, meaningful connections, and quality hospitality come together.”
With more live events, artist development programmes and fan experiences, Africa’s music industry is increasingly turning streaming into real-world cultural experiences.
Credit: Bonface Orucho, Bird Story Agency.
