WITH Africa bursting with all sorts of talent, Elaine has been selected by global streaming giant Spotify to join the Equal Africa programme aimed at spotlighting female artists across the continent.
This comes a few days after she celebrated the fourth anniversary of her debut extended play (EP) “Elements”.
The programme extends resources and opportunities to women artists, amplifies their music, and exposes their music to a global listenership through Equal Africa and Equal Global playlists.
“Radar Africa alumni Elaine is one of the talented female artists from Africa who are making notable inroads across the continent and around the world. As an artist who is steadily building an audience as a global recording company signee, we are glad to have her join the Equal programme and we are happy to be able to provide her with valuable resources, tools and support that we hope will further bolster her career,” said Spotify’s head of music for sub-Saharan Africa, Phiona Okumu.
Elaine’s entry into the music industry was through her 2019 soulful R&B track “You’re The One” off the “Elements” EP.
The song helped to bring South African R&B back into the spotlight.
Elaine manages to captivate listeners with her sultry voice while also relating stories that transcend South African borders.
Released while she was studying law at the University of the Witwatersrand, Elaine’s debut offering went on to become a multi-platinum record seller.
“My biggest motivator has been watching women flourish in a world full of standards and expectations that are meant to limit and box them in. We carry the culture and play a huge role in transforming the way music is received and consumed. It feels great to be a woman and it feels great to be in this industry. Moreover, I’m grateful to the Equal Africa programme for amplifying the voices of game-changing African women,” said Elaine.
Spotify says its mission is to unlock the potential of human creativity by allowing a million creative artists to live off their art and billions of fans the opportunity to enjoy and be inspired by these creators.