The global music industry has long neglected the African continent, but "the times they are a-changin'". Apple's music streaming service intends to be a part of this change: every two months, Apple Music's editorial team will select an African artist who will benefit from the service's tremendous promotionnal might globally.
The program is a telling example of how Apple intends to compete with other global music streaming services, specifically Spotify. First, it shows that, contrary to its Swedish competitor, Apple Music relies on human-curated playlists and radio shows rather than algorithms to bring new music to its users. Second, it exhibits Apple's willingness to be present in regions somehow neglected by its main competitor, in this case Africa. Indeed, Apple Music is now available in 39 African countries and territories, 25 of which since April of this year, whereas Spotify is only available in 5.