Spotify Hires Irvine Partners as Its PR Agency for Sub-Saharan Africa

Integrated marketing and public relations firm Irvine Partners has been awarded the Spotify communications account in Sub-Saharan Africa.

lifestyleug.com__Spotify Africa hires Irvine Partners as its PR agency
As a global leader in music and podcasts, Spotify now has more than 70 million tracks (including 2.6 million podcast titles) available across 178 markets. FILE PHOTO

KAMPALA | LIFESTYLE UGANDA ( — Public relations and integrated marketing agency Irvine Partners has been chosen to handle Spotify communications in Sub-Saharan Africa.

  • A new PR agency has been appointed by Spotify for Sub-Saharan Africa – Irvine Partners.
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Last month, they commenced work in Nigeria, Ghana, Kenya, Uganda, and Tanzania, coordinating all PR activities.

Spotify has a community of more than 356 million monthly active users and 158 million Premium subscribers, making it the world’s most popular audio streaming service.

With 178 markets and more than 70 million tracks (including 2.6 million podcast titles), Spotify has revolutionized the way people listen to music and podcasts.

Therefore, Spotify is well-positioned to provide relevant commentary on music and audio streaming on the African continent.

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Michelle Atagana, Head of Communications and Public Relations for Sub-Saharan Africa, says the brand is committed to fostering new genres by being a leading partner for creators.

“With Irvine Partners on board as our communications agency, we look forward to strengthening our positioning and commitment to the African market, Music, creativity, and storytelling is a great part of African culture, and we’re focusing on articulating Spotify’s offering for listeners and creators across the continent,” says Atagana.

”Our collaboration with Irvine Partners will help us strengthen our positioning and commitment to the African market. Music, creativity, and storytelling are important parts of African culture, and we’re working to articulate Spotify’s offering for African listeners and creators”, says Atagana.

Music from Africa, particularly Afrobeats, Amapiano and Gengetone, has seen exponential growth in interest. Spotify is aiming to make African artists more prominent.

Recently, Spotify Africa announced the EQUAL Artist Programme, the company’s latest commitment to fostering equity for women in the music industry.

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DJ DBN Gogo, from South Africa, was October’s Artist of the Month. Previous Artists of the Month included Nigerian star Tiwa Savage and Kenyan artist Ssaru wa Manyaru.

In Nigeria, Ghana, Kenya, Uganda, and Tanzania, the agency will handle any media inquiries regarding Spotify, which can be directed to

This article is supported by Makeup Store Uganda, a Cosmetics Store in Kampala with original makeup products from Europe. They are located at Equatorial shopping mall, level 2 shop no 272, and you may contact them via WhatsApp at +256793851784 or by phone at +256789436581.

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