South African R&B singer and songwriter, Elaine, has already become a household name as the most streamed female artist in South Africa, and now she’s introduced herself to the world by officially signing to Columbia Records.
To celebrate her signing to Columbia and successes so far, Spotify has teamed up with the shining star to give her loyal fans a chance to win branded merchandise. All you have to do is sign up to her newsletter (here) and stand a chance to win branded Elaine merchandise from Spotify.
Early this year, Spotify announced Elaine as their first South African RADAR artist – reinforcing its commitment to continue supporting Elaine’s music and help her deepen her connection to new and existing global audiences.
“A star is in the making right before our eyes and we at Spotify could not be prouder of Elaine’s early success. We will continue to journey with her towards an even bigger global audience as a new artist as part of our RADAR program,” says Phiona Okumu, Spotify’s Artist and Label Partnerships Manager for South Africa.
As Elaine continues to work on her debut major-label album that will discuss newfound independence and learning accountability, she aims to shed light on South Africa’s burgeoning music scene:
“I’ve got a completely different story to tell. I’m a representation of every African girl that doesn’t want to be boxed in.”
Now 21 years old, Elaine born in Pretoria, began singing in the pre-school choir and immediately earned a love for the stage. From that point, Elaine partook in multiple talent show competitions both as a soloist and part of the choir, even winning a gold medal at 2014’s 8th World Choir Games in Riga, Latvia.
While studying in school, Elaine had the urge to create her first project that later shaped into her debut EP Elements. The EP follows a journey through love, heartbreak and renewal, and ended up making history for Elaine making her the first female independent artist to reach No. 1 on the Apple Music Sub-Saharan African charts.
The continuous success of the now certified platinum Elements was the result of a year-long process that Elaine describes as an adventure. Using social media to reach out to the EP’s two producers Clxrity and Elizée, Elaine had a humbling experience creating the project full of combating loud residential students while recording it in dorm room in between class lectures and during lunch breaks.
Currently, Elaine is finishing up her law degree at Johannesburg’s University of the Witwatersrand and working on a slew of new releases including her major-label debut album.