Spotify has launched Greasy Tunes Café, a three-week experiential pop-up designed to highlight the connection between Nigerian food, music and culture.
Bea Theron, Experiential Marketing Manager for Sub-Saharan Africa at Spotify, announced the initiative during the launch on Tuesday night in Lagos. She explained that the café concept was inspired by Spotify data showing that for Nigerian Gen Z, food and music were central to daily life, with Afrobeats dominating their listening habits.
Theron said visitors to the café would be able to order Nigerian dishes and receive a personalised Spotify playlist or podcast, curated instantly based on their food choices.
“Tonight proves the power of the youth as they build the culture here in Nigeria. The Greasy Tunes Café is our future-facing model, blending the force of Afrobeats with the authenticity of local cuisine. This isn’t just a party; it’s a strategic move to establish the new cultural future of Lagos,” she said.
Victor Okpala, Artist and Label Partnership Manager for West Africa at Spotify, described the café as a launchpad for local talent and a hub for education. He revealed plans to spotlight emerging artistes, including Fola and Adekunle Gold, alongside educational events such as an Oct. 11 documentary screening on Afro-Nigerian Afro-funk and the Eyo masquerade.
He stressed that these initiatives underscored Spotify’s commitment to Nigeria’s rich musical heritage and cultural legacy.
Upcoming artistes also shared their perspectives at the event. Rising Afrobeats star Folarin Odunlami, known as Fola, said success was never instant but the product of persistence.
“Nothing about my journey is overnight. The love I’m receiving fuels me, and my goal is clear: I’m going to take Afrobeats to the next level,” he said.
South African artiste Thakzin emphasised the role of emotion in his music, describing it as a process of translating real-time feelings into rhythm.
“If you’re going to push new sounds, you have to go harder, always, because that’s how you break through and move people,” he said.
The launch was attended by influencers, podcasters, music lovers and fans, creating an immersive setting for the new cultural initiative.
(NAN)
