By BigEyeUg Team
Ugandan musician Joshua Baraka has been announced as one of the talents selected for Spotify’s RADAR program in 2024. Spotify’s RADAR initiative is dedicated to spotlighting emerging artists globally, showcasing the next wave of musical talent, and aiding artists in expanding their reach on a global scale as they journey toward stardom.
Baraka’s inclusion in the program underscores Spotify’s commitment to highlighting the diverse pool of talent that Africa has to offer through its art. He joins the ranks of fellow East African artist Xenia Manasseh from Kenya, emphasizing the program’s focus on representing the region’s music scene on the international stage.
Phiona Okumu, Spotify’s Head of Music for Sub-Saharan Africa, expressed excitement about the selected cohort, describing them as some of the continent’s most promising artists. She reiterated Spotify’s dedication to supporting local artists and promoting their varied talents to a global audience.
“This cohort represents some of the continent’s most promising artists. As African artists continue to rise globally, Spotify is excited to continue playing its part in the rise and discovery of local artists, showcasing their diverse talents to the world.” Phiona Okumu said.
Baraka gained prominence with his soulful debut track “Tomorrow” in 2020, captivating listeners across Africa and beyond. His popularity has soared, with Nigeria leading the charge as the top country streaming his music on Spotify, particularly his viral hit “NANA,” which stands as his most-streamed song. The remix of “NANA,” featuring African superstars Joeboy, King Promise, and Bien, further solidifies Baraka’s appeal, ranking among his top three tracks along with “Dalilah.”
Despite Nigeria’s lead, Baraka’s music resonates across cultures, with Kenya, the United States, the United Kingdom, and Uganda following closely among his top five streaming countries. This underscores his ability to craft melodies that resonate with diverse audiences worldwide. His core Spotify audience comprises primarily Gen Z and millennials, with a slight majority of male listeners, showcasing his broad appeal across genders.
With over 195,000 playlist adds on Spotify in the last 12 months, Baraka’s ever-growing fanbase exemplifies the power of cross-cultural relevance and the potential of artistic collaboration.
The inclusion of Baraka in Spotify’s RADAR program comes at a time when African music is experiencing significant global growth. The RADAR Africa program continues to shine a spotlight on the continent’s rising stars, with Baraka joining previous RADAR Alumni like Ayra Starr, Victony, BNXN, and Bloody Civilian from Nigeria. Additionally, Shallipopi from Eswatini and Manana from South Africa add to the diversity of talent represented in this year’s RADAR Africa list, showcasing the vibrant music scenes across the continent.
Congratulations to Joshua Baraka and his fellow RADAR program participants as they embark on their journey to musical success.
