Music producer Sarz and rapper Blaqbonez have urged upcoming artistes to stay true to themselves, emphasising that authenticity is the key to lasting success in the music industry.
They shared this advice during the recently concluded Fresh Finds Sessions, a three-day workshop organised by Spotify and United Masters in Lagos to support emerging talents.
The event brought together artistes, producers, and industry stakeholders for a series of insightful sessions focused on music creation, industry knowledge, and personal branding.
During a Q&A session hosted by United Masters’ Head of Africa, Niyi Osidipe, Sarz stressed the importance of originality, urging young artistes to embrace their uniqueness.“I think one of the most important things I have learnt over the years is being authentic to yourself, and that authenticity is a byproduct of everything else that you may desire, including success and accolades,” he said.
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His words resonated with attendees, many of whom are aspiring musicians looking for guidance on how to navigate the competitive industry.
Beyond music, the workshop also focused on the business side of the industry, equipping artistes with the knowledge needed to thrive in today’s digital space.
Rapper Blaqbonez, known for his strong online presence and creative marketing strategies, shared valuable insights on content creation.
He advised participants on how to build their brands, engage audiences, and leverage social media for success.
His session left many attendees inspired, with young artistes gaining a better understanding of how to remain relevant and visible in a fast-paced industry.
“The collaboration on the camp is a testament to the power of innovation in artist development. At UnitedMasters, we’re committed to building pathways for independent artists to create, collaborate, and grow in ways that truly serve their artistry. Partnering with Spotify allows us to push the boundaries of what’s possible for the next wave of global talent,” Osidipe added.
Music recording and collaboration
As part of the initiative, artistes participated in intensive recording sessions led by producers Twitchpapi and LeMav, who worked with promising acts such as Kyla Blac, DEELA, Tolani, and Rigo Kamp—the current face of Fresh Finds Africa’s playlist.
The workshop ended with a live showcase, where attendees experienced the songs created during the sessions.
Performances by Amaeya, Fitzy West, FirstKlaz, Romi, and songwriter Shorae Moore highlighted the diverse talent present at the event.
Music producer Loudaa also spoke on the importance of strong collaborations, explaining that the best music comes from genuine connections between artistes and producers.
“Creativity comes from a deep place, and different things can inspire what you create,” he said.
Spotify’s commitment to emerging talents
Reflecting on the impact of Fresh Finds Sessions, Victor Okpala, Spotify’s Artist and Label Partnerships Manager for West Africa, reaffirmed the platform’s dedication to supporting African artistes.
“Spotify has always been intentional about creatives and their growth. Serving the creative community in this way has been an honour, and we’re grateful to our partners, United Masters, for collaborating with us,” he said.
For rising artiste Rigo Kamp, the experience was nothing short of inspiring. “I didn’t know what to expect, but after having my session, I’m just in awe and happy about my involvement. For Spotify and United Masters to find me worthy to participate in this programme is an honour,” he said.
Speaking on this groundbreaking initiative, Guardian Life had a sit-down conversation with Victor Okpala, Spotify’s Artist and Label Partnerships Manager for West Africa.
Spotify has introduced initiatives like RADAR and Fresh Finds to support young talents. These programmes benefit emerging and independent Nigerian artists, how can these artists get involved?
For artists to get involved, they need to create their own free Spotify for Artists profile, create a compelling artist profile, and use the built-in platform tools to pitch their music to our editorial team.
If artists have a profile ready, they can consider implementing best practices such as keeping their profile updated, sharing their profile, making use of the cover art feature to hold attention and being detailed when submitting music. Highlight the track’s genre, mood and inspirations during submission to make it stand out and be recognised by the algorithm.
Are there any upcoming initiatives or new features Spotify is introducing for music lovers and artists in 2025?
We are consistently evolving to meet the needs of our consumers and evaluating how we can improve our current initiatives. We recently partnered with Sony Music Publishing to host a Publishing Camp in Ghana and collaborated with United Masters in Nigeria for the Fresh Finds Sessions. So music lovers and artists can expect localised support tailored to Africa and engagement in more impactful collaborations with stakeholders in the industry.
Beyond playlisting, what other resources does Spotify offer to help emerging and independent artists break into the industry and sustain long-term success?
Spotify supports artists in various ways, as seen in recent events held in Ghana and Nigeria focused on artist education. These initiatives equip emerging artists with essential skills, industry knowledge, and insights to help them navigate their careers and succeed in the music industry.
Additionally, through our platform, artists can promote their new releases, enabling fans to engage and pre-save tracks ahead of their official launch. This not only builds anticipation but also creates excitement around their music.
