Phiona is Head of Music for Sub-Saharan Africa at Spotify, where she leads the music strategy for one of the world's most dynamic and culturally generative music markets. Over seven years at Spotify - first as Artist and Label Partnerships Manager for South Africa, then stepping up to Head of Music role - she has helped build the infrastructure through which African music now travels the world, amplifying the global ascent of genres like Afrobeats, Amapiano, and Afrohouse.

At the heart of her work is a deep commitment to artist development and storytelling. It's a conviction she has carried across every chapter of her career.

She spent three years as Music Editor and Label & Artist Relations lead for Apple Music and iTunes across Sub-Saharan Africa, deepening her expertise at the crossroads of editorial vision and artist partnership.

But Phiona's relationship with African music goes back further and runs deeper. Having spent eight years as co-founding Editor and Head of Partnerships at global African pop culture blog AFRIPOP!, and over a decade writing about modern African music culture for publications including The FADER, Vogue UK, The Guardian, and Marie Claire.