Global audio streaming platform Spotify has officially opened a new office in Johannesburg, deepening its investment in South Africa’s growing music, podcast and audiobook industry.
- +Spotify opens Johannesburg office to expand African creative economy push
The new office opening, announced on Wednesday, brought together artists, creators, media executives, publishers, policymakers and Spotify staff for discussions on music discovery, streaming transparency, podcasts, audiobooks and the future of Africa’s creative economy.
The new office opening, announced on Wednesday, brought together artists, creators, media executives, publishers, policymakers and Spotify staff for discussions on music discovery, streaming transparency, podcasts, audiobooks and the future of Africa’s creative economy.
Spotify said the Johannesburg office reflects its long-term commitment to South Africa and the wider African market, which the company described as one of the world’s most influential cultural regions.
Speaking during the launch, Jocelyne Muhutu-Remy, the managing director for Sub-Saharan Africa, Spotify, said Spotify wants to strengthen its relationship with African creators and better understand the realities of the local market.
According to her, South Africa remains one of the most culturally influential music markets globally, with Johannesburg playing a major role in shaping the company’s engagement across the continent.
She said Spotify’s physical presence in the country would help the company work more closely with artists, creators, publishers, policymakers and industry partners.
Spotify entered the South African market in 2018 and has since expanded its footprint across Africa through music streaming, podcasts and creator support initiatives.
The company highlighted the growing global influence of South African sounds such as Amapiano, Gqom, Maskandi and Afrikaans music, stating local genres are increasingly shaping international music culture.
As part of the launch activities, Spotify hosted a “Loud & Clear” session focused on transparency in the streaming economy and how artists earn revenue from digital platforms.
The company also organised discussions around audiobooks and podcast growth opportunities in South Africa.
Speaking during the audiobook session, Jeremy Amsellem, associate director, audiobook licensing & partnerships at Spotify, said South Africa’s strong storytelling culture presents opportunities for audiobook growth.
Amsellem noted that audiobooks could help authors, publishers and narrators reach wider audiences while making local stories easier to discover through audio platforms.
Spotify also used the event to highlight the increasing role of video podcasts and live experiences in helping creators build stronger communities and expand audience reach.
The Johannesburg office launch comes as Spotify celebrates its 20th anniversary globally.
The company said it is introducing a personalised in-app experience called “Spotify 20: Your Party of the Year(s)” to allow users revisit their listening history on the platform.
Spotify also released local listening data linked to work and office culture in Johannesburg.
According to the company, user-generated playlists in Johannesburg containing office and work-related keywords grew by 214 percent between 2020 and 2025.
In the Sandton and Rosebank areas, Canadian rapper Drake emerged as the most streamed artist over the past 30 days, while songs such as “Backends Fasho” by Offset and “Umaqondana” by Feza ranked among top tracks.
The office opening also followed remarks from Solly Malatsi, South Africa’s minister of Communications and Digital Technologies, who encouraged Spotify to support local languages, improve skills development across the music industry and strengthen transparency around artist remuneration.
Spotify welcomed the challenge and reaffirmed its commitment to supporting a more transparent, inclusive and sustainable creative economy.
“Discovery is one of the most important roles Spotify plays. 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,” Muhutu-Remy, responded.
The Johannesburg office opening marks Spotify’s next chapter in South Africa, focused on deeper partnerships, stronger local presence, broader audio storytelling and continued support for the creative ecosystem.
