Apple Music has announced a new artist discovery initiative that seeks to spotlight the emerging artists of the world's second largest continent.

The launch of the Africa Rising initiative sees the addition of a new playlist to the Apple Music ecosystem by the same name. The mission to uplift Africa's next generation of stars arrives with Nigerian Afro-fusion artist and producer Omah Lay as the playlist's first cover feature.

Lay's debut EP Get Layd was released in May, sparking several appearances for him on Nigeria's Top 10 singles chart. The EP additionally netted him the top album on Apple Music Nigeria at the time.

"I have always used Apple Music, seeing my favorite artists on playlist covers and features but here I am looking pretty as Apple Music's first Africa Rising artist," said Lay. "I am overwhelmed, dreams really do come true." The Africa Rising program will be showcasing a new artist every two months.

Apple Music has recently stepped up its efforts in Africa by rolling out service to 17 additional African nations and launching Africa Now Radio. The service is currently available in 30 African countries total, the most of any major streaming service thus far.

Related

Isgubhu-Apple Music

Apple Music Rolls Out New Isgubhu Platform, Spotlighting Electronic Music in Africa

Black Coffee is the debut cover feature of the Isgubhu Voices playlist.

danceXL Final Art

Apple Music Launches danceXL Playlist

Apple Music's danceXL playlist launches with music from Alesso, Martin Garrix, Camelphat, FISHER, Alison Wonderland, Above & Beyond, Kygo and more!

Apple Music Launches New danceXL Playlist (EDM.com Feature)

Apple Music Launches New Web Player for Desktop Users

Apple Music is now available to surf right from your computer browser.

Zedd, OMNIA Nightclub

Zedd Curates Exclusive DJ Mix of Apple Music's Biggest Songs of 2020

Check out Zedd's end-of-the-year playlist featuring over 30 of Apple Music's biggest 2020 tracks.

Apple Music Launches New danceXL Playlist (EDM.com Feature)

Apple Music Tests Lyric Sharing Features in iOS 14.5 Beta

Apple Music continues to innovate its technological features as the high-stakes streaming wars continue.

Spotify

UK Government Launches Investigation of Streaming Platforms' Economic Impact on the Music Industry

Officials are asking all those involved in the industry to share their experiences and assist the investigation.

Prince Kaybee Beats 1 One Mix

South Africa’s Prince Kaybee Stars On Beats 1 One Mix

With tracks like smooth, vocal-driven “Fetch Your Life” and piano-laden beat-heavy “Gugulethu,” Prince Kaybee is a South African artist gaining mass traction blending local sounds with global influences.

Jayda G - Beats 1 One Mix

Rising Disco Talent Jayda G On Beats 1 One Mix

A marine biologist and music lover, last year Jayda G finished her masters degree while performing 80 international shows and wrapping up her debut album.