South African Singer, Elaine, has been selected by Spotify, an online streaming platform to join the EQUAL AFRICA programme aimed at spotlighting female artists across the continent.
Phiona Okumu, Spotify’s Head of Music for sub-Saharan Africa, in a statement, said Elaine had become Spotify’s EQUAL Africa artiste for the month of October.
Okumu said this was coming days after celebrating the fourth anniversary of Elaine’s debut extended play (EP) “Element”.
She noted that the programme extended resources and opportunities to women artistes, amplified their music, and exposed their music to a global listenership through EQUAL AFRICA and EQUAL GLOBAL playlists.
” RADAR Africa Alumni, Elaine is one of the talented female artistes from Africa who are making notable inroads across the continent, and around the world.
” As an artiste who is steadily building an audience as a global recording company signee, we are glad to have her join the EQUAL programme.
” And we are happy to be able to provide her with valuable resources, tools and support that we hope will further bolster her career.
” Elaine’s new single features on Spotify’s EQUAL Africa playlist,” she said.
Elaine in her response, said the biggest motivator had been watching women flourish, in a world full of standards and expectations that were meant to limit and box them in.
” We carry the culture and play a huge role in transforming the way music is received and consumed.
” It feels great to be a woman and it feels great to be in this industry.
” Moreover, I am grateful to the EQUAL Africa programme for amplifying the voices of game-changing African women.
Elaine’s entry into the music industry was through her 2019 soulful RnB track, “You’re The One” off the Elements EP.
The song helped to bring South African RnB back into the spotlight.
Elaine managed to captivate listeners with her sultry voice while also relating stories that transcended the South African borders.
Released while she was studying law at the University of Witwatersrand, Elaine’s debut offering went on to become a multi-platinum record seller.
