Spotify Establishes Johannesburg Office
Spotify launched a new office in Johannesburg on May 14th, marking an expansion of its operations in African music and podcasting.
The office, situated in Rosebank, hosted an opening event for artists, media, content creators, and industry representatives. Discussions centered on music streaming, podcasts, and the development of audio content from Africa.
Spotify began operating in multiple African markets in 2018 and has since increased its regional activity through curated playlists, podcast programs, and initiatives supporting creators.
Jocelyne Muhutu-Remy stated that the new office will enhance the company’s collaboration with African creative industries.
“Today is about deepening Spotify’s commitment to South Africa and to the African continent,” Muhutu-Remy said. “Being physically 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.”
A “Loud & Clear” session focusing on podcasting and audiobooks in South Africa was held in conjunction with the office opening.
Jeremy Amsellem, Associate Director of Audiobook Licensing and Partnerships, explained that audiobooks are an element of Spotify’s overall audio strategy.
“South Africa has a rich storytelling culture, and audiobooks give us another way to help those stories travel,” Amsellem said. “The opportunity here is to make audiobooks more culturally relevant and accessible for South African listeners.”
The office opening occurred following comments from Solly Malatsi, who expressed support for Spotify’s investment in South Africa and advocated for increased support for African languages, local skills development, and transparent artist payment structures.
Spotify’s expansion in Johannesburg coincides with the increasing influence of streaming services in the global distribution and commercial success of African music and audio content.
This expansion comes at a time when independent artist revenue and stream growth are being closely monitored.
