Spotify has inaugurated its new office in Johannesburg, signifying a key step in the firm’s growth trajectory in South Africa and its commitment to the continent’s creative sector.
The launch event gathered journalists, content creators, artists, industry representatives, partners, and Spotify staff for discussions on themes such as discovery and innovation in audio and the future of creativity in South Africa. Since its launch in South Africa in March 2018, the presence of the new office indicates the company’s enduring confidence in the region’s cultural, commercial, and creative relevance, as well as its intent to engage more closely with artists, publishers, policymakers, and communities shaping the local culture.
“Today is about deepening Spotify’s commitment to South Africa and to the African continent,” said Jocelyne Muhutu Remy, Managing Director for Sub-Saharan Africa, Spotify. “Being present allows us to listen better, understand more deeply, and build relationships that reflect the realities of this market. South Africa is one of the most culturally influential music markets in the world, and Johannesburg is central to how we engage with that opportunity.”
South Africa’s cultural impact is reaching international audiences, with local music genres influencing global trends. The landscape is rich with various forms of expression, including Amapiano, Gqom, and Maskandi, showcasing a diverse and dynamic creative environment. The office opening featured a Loud & Clear session addressing transparency in the streaming industry, a conversation on audiobooks in South Africa led by Jeremy Amsellem, Associate Director of Audiobook Licensing & Partnerships at Spotify, and a panel discussing how podcasters can enhance their audience with video content and live events.
The audiobooks segment highlighted Spotify’s wider audio strategy in South Africa, focusing on how audiobooks can introduce new storytelling methods for listeners while creating future avenues for authors, publishers, narrators, and cultural collaborators.
“Audiobooks are part of Spotify’s broader ambition to make audio more useful, more accessible and more discoverable for listeners,” stated Jeremy Amsellem, Associate Director of Audiobook Licensing & Partnerships at Spotify. “South Africa has a rich storytelling culture, and audiobooks give us another way to help stories travel through audio. The opportunity is to make audiobooks more accessible, more discoverable and more culturally relevant for South African listeners.”
During the creator panel, speakers emphasized the increasing significance of video in helping podcasts reach new audiences while enhancing live engagements with fans. These discussions underscored Spotify’s commitment to fostering talent across music, podcasts, and audiobooks.
The launch coincides with Spotify’s global celebration of its 20th anniversary, commemorating two decades of fostering connections through audio. In honor of artists, podcasters, and listeners who have embraced Spotify, the platform is offering a tailored in-app experience called Spotify 20: Your Party of the Year(s), which allows users to reflect on their personal listening history.
Additionally, in conjunction with the Johannesburg office inauguration, Spotify analyzed local listening habits regarding work and office culture. Their findings showed a 214% increase in user-generated playlists containing work-related terms in Johannesburg from 2020 to 2025. In the Sandton/Rosebank area, data revealed that Drake was the most played artist recently, alongside top tracks like Offset’s “Backends Fasho” and Feza’s “Umaqondana.”
The event also received a note of support from South Africa’s Minister of Communications and Digital Technologies, Mr. Solly Malatsi, who praised Spotify’s sustained efforts in the country and suggested further backing for local languages, skill enhancement in the music sector, and transparency regarding artist payments.
Spotify acknowledged this challenge and reiterated its dedication to fostering a transparent, inclusive, and sustainable creative economy.
“Discovery is one of the most important roles Spotify plays,” added Jocelyne Muhutu Remy. “It is how artists find audiences, how audiences find what matters to them, and how stories can travel. Our role is to keep growing the audience, expand global opportunities for African artists and strengthen the connection between creators and fans.”
With the opening of the Johannesburg office, Spotify embarks on a new chapter in South Africa, concentrating on establishing deeper collaborations, enhancing local engagement, enriching audio narratives, and continuing its support for the creative community.
