Lagos: Spotify, an audio streaming and media service provider, has introduced Greasy Tunes Caf©, a three-week experiential pop-up designed to celebrate the connection between Nigerian food, music, and culture. Bea Theron, Experiential Marketing Manager for Sub-Saharan Africa at Spotify, announced this during the launch event in Lagos.
According to News Agency of Nigeria, Theron highlighted that the initiative is supported by new Spotify data, which indicates that for Nigerian Gen Z, music and food are central to their daily lives, with Afrobeats being their predominant listening choice. Theron explained that the caf© enables customers to order local Nigerian dishes and receive a personalised Spotify playlist or podcast curated in real-time based on their food selections.
Theron emphasized Spotify’s commitment to supporting creatives and prioritising the hyper-local storytelling vital to celebrating the people of Lagos. She noted the significance of the youth in shaping culture in Nigeria and described Greasy Tunes Caf© as a future-oriented model that combines the influence of Afrobeats with the essence of local cuisine.
Victor Okpala, Artist and Label Partnership Manager for West Africa at Spotify, indicated that the caf© would serve as both a launchpad for local talent and an educational hub. He mentioned plans to highlight emerging artistes such as Fola and Adekunle Gold and announced educational events, including an upcoming documentary screening on Afro-Nigerian Afro-funk and the Eyo masquerade, underscoring Spotify’s dedication to Nigeria’s cultural and musical heritage.
The News Agency of Nigeria reports that music artistes also shared insights on authenticity and dedication in the entertainment industry. Rising Nigerian Afrobeats artiste Folarin Odunlami, known as Fola, remarked that success is not instantaneous and emphasized the importance of hard work in achieving success. South African artiste Thakzin discussed the role of emotion in his music, emphasizing the necessity of pushing boundaries to resonate with audiences.