Lagos: Spotify has unveiled a new playlist, ‘NXT – Ones to Watch 2026’, spotlighting 50 emerging artistes from Sub-Saharan Africa. Spotify’s Head of Music for Sub-Saharan Africa, Phiona Okumu, stated that this year’s edition offers deeper insight into 10 breakout artistes from Nigeria, Ghana, East Africa, and South Africa. These artistes have moved beyond early buzz and are steadily building loyal, cross-border audiences, reflecting how African sounds are increasingly traveling sideways across regions before going global.
According to News Agency of Nigeria, Okumu emphasized that rather than chasing instant hits, the NXT playlist captures artistes in an in-between moment – not yet mainstream but clearly on the move. The playlist focuses on artistes whose growth is driven by repeat listening, geographic spread, and sustained engagement. In Nigeria, for instance, Afrobeats artiste Shoday has recorded a 228 percent year-on-year growth, with his audience expanding from Nigeria into the United States, United Kingdom, South Africa, and Ghana. Tracks such as Paparazzi and Shoday Kilode have drawn attention, while deeper cuts suggest a growing range and staying power.
Zaylevelten’s rise offers a different narrative. His Alte and Hip-Hop sound has posted an almost 22,000 percent year-on-year increase, attracting listeners across Nigeria, the UK, U.S., Ghana, and Canada. Fan favorites including Idanski, Wuse Tu, and Guide pass underline how underground music can scale when audiences feel a genuine connection.
Ghana’s NXT artistes are also witnessing sustained growth. Mellissa’s Afropop and R and B records have grown by 140 percent, resonating across Ghana, Nigeria, the UK, U.S., and Canada, led by her standout track Goodboy (Kweku). Jubed’s Afrobeats sound has surged by 300 percent, with Ruwa acting as a key entry point while sustaining repeat listening across Ghana, Nigeria, the U.S., and UK, signaling long-term appeal.
Spotify reported that in East Africa, renewed interest in Hip-Hop and Afro-R and B was shaping discovery. Kenyan rapper, Toxic Lyrikali, has recorded a 1,493 percent growth, with his viral hit Backbender spreading beyond Kenya into Tanzania, Nigeria, the UK, and the U.S. Zaituni’s rise has been steadier but intentional, with tracks Tamu and Tick Tock finding listeners across Kenya, U.S., Tanzania, UK, and Denmark.
South Africa’s contribution underscores how alternative African sounds are traveling further than ever. Babble Hume has recorded growth exceeding 15,000 percent year-on-year, attracting listeners from South Africa to the U.S., Canada, UK, and Australia. Nanette’s growth, at 125 percent, reflects consistent audience building across Southern and East Africa, with expansion into Nigeria and the U.S.
Christian and Gospel music is also emerging as a space of steady, intentional listening. Artistes such as K3ndrick are quietly gaining momentum across Nigeria, the U.S., and Canada through Afro-gospel tracks like Guide Me and Calvary. Sally’s softer Christian R and B sound has found audiences in Brazil, the U.S., UK, and Canada with songs including Blessings and Chemical Hearts.
Taken together, the playlist paints a clear picture of how African music is growing today, not through a single breakout moment but through everyday listening habits that allow artists to travel across borders organically. Okumu noted that growth in Africa doesn’t occur overnight but builds as listeners discover artists early, return to them, and carry their music across borders in real ways. The NXT playlist exists to recognize that moment of momentum, when an artist is no longer emerging on potential, but on connection.
According to her, Spotify’s role is not to predict the future of African music, but to reflect what listeners are already doing. By spotlighting artistes at this stage, the platform aims to recognize careers being built long before the headlines, one listen at a time.