Spotify, an audio streaming and media service provider, has unveiled Greasy Tunes Café, a three-week experiential pop-up, designed to celebrate the link between Nigerian food, music and culture.
Bea Theron, Experiential Marketing Manager for Sub-Saharan Africa, Spotify, made this known during the launch on Tuesday night in Lagos.
She stated that the initiative was backed by new Spotify data showing that for Nigerian Gen Z, music and food were core pillars of daily life, with Afrobeats dominating their daily listening habits.
Theron added that with the café, customers could order local Nigerian meals and instantly receive a personalised Spotify playlist or podcast, curated in real-time based on their food choices.
She said that Spotify’s role was clear; to support creatives and prioritise the hyper-local storytelling essential to celebrating the people of Lagos.
“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,” Theron said.
Victor Okpala, Artist and Label Partnership Manager for West Africa, Spotify, said the café would serve as both a launchpad for local talent and a centre for education.
He highlighted plans to spotlight diverse emerging artistes, citing names like Fola and Adekunle Gold.
Okpala also announced specific educational moments, including an Oct. 11 screening of a documentary on Afro-Nigerian Afro-funk and the Eyo masquerade.
This, he stated, underscored Spotify’s commitment to Nigeria’s rich culture and musical heritage.
9news Nigeria reports that music artistes also shared their thoughts on authenticity and dedication to the entertainment craft.
Folarin Odunlami, known as Fola, a rising Nigerian Afrobeats artiste, noted that success was anything far from overnight, stressing that ‘background does not define the future’.
He stated that to attain success, one had to put in the work.
“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, stated the importance of emotion in his sound.
He said music for him was about 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.
9news Nigeria also reports that the event was attended by influencers, podcasters, music artistes, and fans, who set the perfect scene for the immersive new experience.
