Greasy Tunes: Inside the Spotify showcase that brought Kenyan music and fashion together
Spotify's 'Greasy Tunes' event in Nairobi showcased a fusion of Kenyan music, fashion, and youth culture. The event highlighted the growing influence of the 'Made In Kenya' playlist among the 18-24 demographic.
Why it matters
It illustrates how global streaming platforms are localizing their marketing strategies to engage with specific youth demographics in emerging markets.
Spotify's Greasy Tunes programme continued in Nairobi on Thursday night with a fusion of fashion, music and youth culture as Karibu Night took over Heltz House, bringing together some of Kenya's fast-rising artists alongside a fashion showcase inspired by the streaming platform's ‘Made In Kenya’ playlist.
The event, hosted in collaboration with Studio 18, featured live performances from Buruklyn Boyz, Sukuma, Afrikun, Solo, Angelo, Coco Kahi, Dauudi O., Love, Mani, Nig.Wav and Ojizzo.
The evening also saw Studio 18 designers reinterpret the official Greasy Tunes jersey and scarf into a series of runway looks inspired by the sounds, colours and cultural influences captured in Spotify's ‘Made In Kenya’ playlist.
According to Spotify, the playlist has become one of its strongest youth-focused editorial offerings in Kenya, with listeners aged between 18 and 24 accounting for 40 per cent of its audience.
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