From The East, With Love
2023 has been a year where a lot of the foundation has been laid, and a lot of important connections have been made in building the ecosystem. 2024 is shaping up to be an exciting year for East African music, with the alternative R&B scene playing a central role.
Something’s bubbling in the East…
For the better part of the last decade, we have joyfully witnessed the rise of Afrobeats from the west, and have more recently been possessed by the pulsating pace and bass of Amapiano and its derivatives from the south. These genres have not only captivated the global stage but have also flung the doors wide open for more of Africa's musical diversity to shine on the international scene. The world has been invited to take a look through the kaleidoscope that is African music, and to take in its vibrant, dynamic and intricate landscape.
In the midst of the continent's rich tapestry of musical traditions and the exploration of innovative sonic fusions in various regions, a captivating new musical frontier is emerging. There is an alternative R&B scene coming out of East Africa that has captured our attention and is starting to pique the interest of global platforms and audiences alike.
Spawning from its epicentre in Nairobi, homegrown R&B acts are crafting impressive catalogues in burgeoning ecosystems of artists, producers, DJs, and music curators. There are notable platforms that have been doing a lot of the groundwork of connecting and promoting this emerging scene. Tangaza magazine, a publication dedicated to documenting the music and culture of East African new wave creatives, stands out as a trailblazer and renowned tastemaker. A way in which they are documenting this exciting new wave is through a series of compilation projects titled “Full Full Condition”. Now three volumes deep, the latest release features two tracks, “Know” featuring Zowie Kengocha and “Fool’s Game” featuring Andyah and Zowie Kengocha, both of which you can find on the East Side Love Song mix.
More recently, Spotify Africa, in partnership with Berlin-based platform, COLORSxSTUDIOS, released a set of visual recordings for the signature series, A COLORS SHOW, aiming to elevate the profile of African R&B artists. This venture, featuring artists from the East African R&B scene such as Maya Amolo, MAUIMØON, Xenia Manasseh, and Zowie Kengocha, further underscores the global recognition of the talent emanating from this region.
Endorsements from such globally-renowned music platforms highlight the exceptional abilities of the artists and producers within this scene. These artists are at the frontier and are pushing the envelope through their sounds, and enhancing the quality music emerging from East Africa. They are releasing quality music that stands to be globally-competitive in the R&B genre, and these releases are matched by the artists’ desire to take these sounds to the world.
It is against this backdrop that the East Side Love Song mix has been produced. Released late last year on November 30th, in honour of East African Community (EAC) Day, the mix is a sonic celebration of the emerging alternative R&B scene across the region. From the coastal city of Mombasa, to the cool waters of Nairobi, and the hills of Kampala and Kigali, East Side Love Song encapsulates a pocket of the region’s music industry that is rapidly becoming noteworthy.
The groundwork laid in 2023 has set the stage for an exciting 2024 for East African music, with the alternative R&B scene taking a central role.
In preparing the East Side Love Song mix, we had the privilege of interviewing three artists from this scene who are prominently featured: Caleb Awiti, MAUIMØON, Zowie Kengocha. This exclusive feature can be found on our Instagram page. The confidence with which these artists speak about the growing prominence of East Africa in the R&B scene is refreshing. Their talent speaks volumes, and sampling our feature mix provides a glimpse into the exciting musical path that lies ahead. The groundwork laid in 2023 has set the stage for an exciting 2024 for East African music, with the alternative R&B scene taking a central role.
Cultural curiosity about East Africa has been on the rise, presenting an opportune moment for the alternative R&B scene to invite new audiences to discover its unique offerings and explore other facets of the region’s musical landscape.
The timing of the East Side Love Song mix release is a deliberate statement— a proclamation that East Africa deserves more attention. More specifically, the emerging alternative R&B scene is poised to lead the charge in propelling East African sounds onto the global stage. So, why not delve into the mix and let the captivating melodies of East Africa transport you to a world of charming love songs?