• The campaign features 10 guest playlists
Apple music has launched Mali Safi, a campaign meant to celebrate East African heritage.
The campaign features 10 guest playlists from Diamond Platnumz, Sauti Sol, Navy Kenzo, Zuchu, Nikita Kering, Nandy, Chris Kaiga, Spice Diana, Eddy Kenzo and Otile Brown.
Each artiste has meticulously put together a selection of songs that highlight the new wave and rich heritage of the region, celebrating East African excellence and innovation across the board.
Speaking about it, Kenyan star Chris Kaiga said, "The East African class of artistes are diverse, outgoing and special. This is attributed to the different cultures and backgrounds of the East African community.
"Even though Kiswahili is the main language in the region, East Africa is blessed with many different African-speaking languages, and this brings out music rich in instrumentation and lingo.”
Tanzania's Zuchu said, “These songs remind me that I always have to be the best in terms of writing and composing my songs. Writing a good song always has to start with some inspiration and to me, listening to some of these songs helped me a lot."
Adding, "I just love how most of these are typically from the streets, like ‘Jamila’ by Jose Chameleone. I feel like it’s one of the best Singeli songs to ever happen in East Africa. And I think it’s so important as an artiste to never lose my originality no matter the exposure to outside sounds and music.”
Sauti Sol described the East African music as a sound soundtrack to people's lives, the melting pot of African and global cultures, which for centuries has maintained its sonic vibrations while integrating its exposure to other cultures.
"We are a show, not a tell society, who are all about good vibrations, love, the people and welcome."
Eddy Kenzo said the region's music is rich with inspiration.
Nikita Kering said, “I think it's a blessing that East Africa has many genres. It gives artistes space to experiment with various musical influences. So if you are in need of a diverse playlist, East Africa will do you right.”