Nigerian entrepreneur and music executive, Victor Okpala, has joined Spotify as its Artist & Label Partnerships lead for West Africa as the streaming giant continues its efforts to break into the sub-region. Confirmation of Okpala’s appointment came via a LinkedIn update shared to his close social network.

Earlier this year, Spotify established itself as the world’s leading streamer with nearly 400 million users made a long-expected move into more African territories, becoming accessible in countries like Nigeria, Ghana and Kenya without users having to recourse to VPNs. 

The appointment of  Okpala, who has extensive experience working in the music industry, will help Spotify entrench itself as a major player in Nigeria’s emergent market. In his new role at Spotify, Okpala will oversee and strengthen the relationships between Spotify and artists across the sub-region as well as establish cordial ties with some of west Africa’s most important record labels. 

Additionally, he will be the contact person for west African artists and label in the Spotify ecosystem, playing an integral role in helping artists identify with Spotify as a key partner and not just a music streaming service. Previously a music critic and multimedia music journalist, Okpala has pivoted to advocacy and entrepreneurship in recent years. Over the last two years, he has served as the founder and leader of  NABSolute Media, a Lagos-based communications boutique agency that caters to the branding and public relations need of musicians and creatives. 

In 2020, Okpala was listed by US publication, Billboard as one of the gatekeepers in Africa’s entertainment ecosystem for his work in communications and moving music forward. Through his work with NABSolute Media, Victor Okpala has managed campaigns for African music heavyweights like Dare Art Alade, Reekado Banks, Runtown, Seyi Shay, Skales, and K1 De Ultimate, as well as Grammy nominee, Somi and JUNO award winner, Töme. 

Featured image credits/Courtesy of Okpala