Music industry expert and entrepreneur, Victor Okpala, spearheads Spotify’s Artist & Label Partnerships in West Africa.

As Spotify’s Artist & Label Partnerships lead for West Africa, Victor Okpala serves as a champion and liaison for the region’s artists and their teams, connecting them to opportunities within the Spotify platform.

WeTalkSound had an insightful conversation with him on the independent music scene in Nigeria & the world at large and how Spotify empowers this scene.

In the last year, we have seen the impact of emerging artists in the Nigerian music scene. Why is it important for streaming platforms like Spotify to continue to spotlight emerging artists in the space?

Emerging artists are the backbone of the future of music. By giving them visibility, Spotify is contributing to the growth and sustainability of the Nigerian music scene. Through this, we can uncover talent, ensuring the industry remains innovative. By doing this too, we can provide mega phones to these emerging artists, making sure their work reaches fans across the globe and opens doors to collaborations and international recognition. 

For emerging artists or independent artists who are looking to get support from Spotify (billboard placements, playlisting or participating in sessions like Fresh Find sessions, how can they get that?

Spotify offers several tools and programmes to support artists. An Artist needs to create and optimise their Spotify for Artists profile. As an artist, you need to create a compelling bio and then use the built-in platform tools to pitch your music to our editorial team.  Spotify editors see everything that is pitched via Spotify for Artists on the backend ahead of its release. So step one to securing support from Spotify is to utilize the Spotify for Artists tool which is free for every artist and their team. 

Highlight your track’s genre, mood and inspirations during submission to make it stand out and be recognised by the algorithm.

As more people continue to use streaming platforms, in what ways can emerging and independent artists improve themselves to get more visibility and attention from streaming platforms?

For emerging artists, ensure all your songs have accurate metadata, including the correct artist name, genre, mood and lyrics if applicable. This helps the platform’s algorithm categorise and recommend your music to the right audiences. Use a professional-quality cover art that resonates with your brand and audience.

Share your journey as an artist authentically. Fans are drawn to relatable and genuine stories. Highlight what makes you unique, whether in your music, visuals, or personal brand.

Most importantly, release music consistently to stay relevant in the algorithm and keep your listeners engaged. 

What initiatives can music lovers and artists expect from Spotify in 2025?

Expect Spotify to enhance initiatives like Fresh Finds, RADAR, and EQUAL, with more localised support tailored to Africa and more collaboration with stakeholders in the industry.

At the start of the year, we partnered with Sony Music Publishing to host a Publishing Camp in Ghana. This initiative provided musicians, producers, publishers and songwriters with valuable insights into the latest production trends, creative techniques and promotional tools.

Additionally, our recent collaboration with United Masters in Nigeria for the Fresh Finds Session focused on empowering young artists with the skills and knowledge needed to navigate their careers and thrive in the music industry.

You can look forward to more of these impactful collaborations in 2025.

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