Multi-award-winning Rhythm and Blues (R&B) sensation, Elaine, has emerged Spotify’s EQUAL African Artiste for October.
By Taiye Olayem
Multi-award-winning Rhythm and Blues (R&B) sensation, Elaine, has emerged Spotify’s EQUAL African Artiste for October.
Phiona Okumu, Spotify’s Head of Music for Sub-Saharan Africa, disclosed this in a statement on Tuesday.
Okumu said Elaine who was a former Spotify RADAR artiste, first rose to prominence with her chart-topping debut EP Elements, which captivated audiences globally in 2019.
She said Elaine was selected due to her musical achievements and her advocacy and empowering messages.
According to her, Elaine has used her platform to promote mental health awareness and inspire young people to pursue their dreams.
“Spotify’s EQUAL Africa programme is dedicated to empowering female voices in Africa, spotlighting artistes who continue to push boundaries with their artistry.
“Elaine exemplifies the caliber of talent the programme aims to support.
“Spotify is proud to be associated with her and will continue to use the EQUAL Africa programme to provide support for women in music, amplifying their voices and helping to showcase their incredible talents to a global audience.
“Elaine’s journey from a South African R&B breakthrough artiste to a global star is one of resilience, and her forthcoming album is set to further establish her as a leading voice in contemporary music,” she said.
Okumu noted that Elaine’s top Spotify listeners come from South Africa, the United States, Nigeria, Kenya, and the United Kingdom, cementing her status as a global force in music.
She said Elaine’s music blends soul and contemporary Rhythm and Blues, crafting a distinctive sound that had resonated worldwide.
“With hit singles like “You’re the One” and “When I’m in Love”, she has demonstrated her talent for delivering memorable melodies and heartfelt storytelling.
“Elaine is now set to release her latest project Stone Cold Heart, on 11th October.
“This deeply personal and confessional project chronicles her journey through trauma, heartache and transformation, featuring a blend of powerful soulful ballads alongside new sonic directions that reflect her growth.
“The album promises to offer catharsis and empowerment, connecting with listeners who have faced their own hardships,” she said.
Responding, Elaine said, “I am honoured to be part of the EQUAL programme and incredibly proud to stand as an independent African woman, carving out my own path and claiming space in an industry traditionally dominated by men.
She said she grew up listening to music by Lebo Mathosa and Brenda Fassie as she described her music as a true representation of her life, heart and thoughts.
She said her music constantly evolved but at its core, “it is true RnB. It is emotional, real and raw.” (NAN)
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