Digital music service Spotify has stepped up its efforts to net more customers in the Kenyan market by launching an exclusive Kenyan playlist.
The playlist, dubbed ‘Gengetone Fire’, seeks to incorporate more viewership and listenership amongst Kenya’s gen-z.
Spotify says the its choice is informed by the genre’s diversity and promising future.
“Its growing popularity is evident, with Gengetone Fire streams increasing by 88% from last year. The playlist has become a conduit for exporting Gengetone to the masses, and new players have emerged alongside the OGs, expanding the genre’s reach,” reads a report released by Spotify.
The Swedish owned streaming giant says majority of Gengetone streams are from Kenya followed by the USA, Tanzania, Uganda and the UK.
“This homegrown style of music has rapidly grown in popularity and has become a cultural phenomenon that resonates with Kenyan youth, specifically those aged 18-24 according to Spotify data over the last 90 days,” adds the report.
Spotify seeks to leverage Kenya’s vast listenership even as it endeavors to stamp its presence in the African market.
“Kenya has the biggest listenership, with more than 15 million streams of the genre. USA comes second, followed by the UK then Tanzania,” Spotify reveals.
Spotify has been on an onslaught to establish a solid presence in Kenya, launching different projects targeting Kenyan musicians in a bid to tils the traffic in its favor.
Last month the streaming platform
Spotify is raised prices for its 200 million ad-free subscribers for the first time in over a decade.
In the US, the cost will increase from $9.99 to $10.99 (£8.57) for those with an individual plan. Similar price hikes also apply to the UK, Canada, Australia and 49 other territories.
However, as a new market for the streamer, Africa has largely been spared the hike meaning prices will remain largely the same in the Kenyan market.