Spotify data reveals that new Kenyan artists are experiencing rapid growth in listenership, particularly among Gen Z listeners, without impacting the popularity of established musicians.

• Emerging artist Ywaya Tajiri saw a 6,151% year-on-year growth among Kenyan listeners aged 18-24.
• Established artists like Prince Indah (+221%) and Sauti Sol (+30%) continue to gain listeners, indicating an expanding rather than a shifting audience.
• Nairobi is the most Gen Z-heavy streaming city among Spotify's African markets, with listeners aged 18-24 accounting for 53.7% of streams.