Spotify is deepening its engagement with Kenya’s fast-growing youth audience by taking its streaming experience offline through Greasy Tunes, a two-week cultural festival in Nairobi that combined music, fashion, food, podcasts and live entertainment. “Greasy Tunes brings the energy people experience on Spotify into a shared physical space,” said Agnes Opondo, Spotify East Africa’s Artists & Labels Partnerships Lead. The first, Starters, explored how music intersects with everyday life through events spanning fashion, podcasts, food, gospel music and football. The initiative reflects Spotify’s broader strategy of complementing digital music discovery with in-person cultural experiences that deepen artist engagement and strengthen local creative ecosystems. Kenya has become one of Spotify’s priority African markets as consumption of local music and creator-led content continues to grow among younger audiences.