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Apple Music launches program to discover African music talents

July 6, 2020. Summarized by summa-bot.

Apple Music has launched a new artist discovery program in Africa called Africa Rising.

Lagos, Nigeria (CNN)Music and video streaming service Apple Music has launched a new artist discovery program in Africa called Africa Rising.

Every two months through the program, Apple Music's editorial team will select one artist from the continent and amplify their music to its users in 167 countries.

The Africa Rising initiative also includes an accompanying playlist featuring songs in different genres from some of the continent's new and emerging artists.

Omah Lay said being the first artist from the continent to be highlighted by the program is a dream come true.

"I have always used Apple Music, seeing my favorite artists on playlist covers and features but here I am looking pretty as Apple Music's first Africa Rising artist.

The Nigerian artist started making music as a teenager, and in 2019, he released two songs that earned him air time on the radio in Rivers, Southern Nigeria.

This is not the first time Apple Music is investing in talent across Africa.

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