Phiona Okumu joined Spotify in 2019 as an Artist and Label Partnerships manager for South Africa, where she is based. She moved into her current role as Head of Music in 2021 when Spotify fully expanded into Africa. Here she has played a crucial role in expanding Spotify's presence across the African continent. She spearheads the music strategy there working with a team of Music Editors and Artist&Label Partners whose efforts have significantly contributed to the growing global influence of African music export genres including Afrobeats, Amapiano and Afrohouse.