Dolapo Amusat, Founder and CEO of WeTalkSound, sees the company’s new role as an official curator on Apple Music as a key step for Africans in shaping how African music reaches the world. “For me, the win here is that we Africans are now part of shaping how African music is shown to the world. That really matters to us,” Amusat told BusinessDay in an interview.

WeTalkSound, a 360 music company based in Nigeria, has partnered with Apple Music to curate playlists that highlight African sounds. This move amplifies Nigerian artists globally and opens opportunities for unsigned talents. Amusat explained that an artist in a city like Akure can now reach listeners in Berlin or New York through these playlists. “That kind of reach wasn’t possible before. Now, it’s not just about exporting the sound, it’s about controlling the narrative around it too,” he said.

The company started in 2016 as a WhatsApp group of friends debating music in Ibadan. It grew into a community focused on design, music, tech, and events. Challenges included bootstrapping without funding and operating outside Lagos, the industry’s hub. “We had no funding, so everything was bootstrapped. And we didn’t really have a model to copy – we had to figure things out by trial and error,” Amusat noted. These hurdles forced innovation, leading to their current position.

As curators, WeTalkSound manages playlists like Street Frequency, Afromantic, and Hot Drops. Daily tasks involve monitoring TikTok, attending raves, tracking underground scenes, and reviewing artist submissions. Team members pitch tracks openly, ensuring diverse input. Selection criteria focus on cultural relevance and potential impact. “The question is always: does this reflect what’s happening right now, and will putting it here help this sound reach further?” Amusat said.

The playlists cover genres such as Afrobeats, Afro House, and Afro R&B. Afrobeats provides a global foundation, Afro House ties to rave culture, and Afro R&B supports intimate, experimental work. These choices reflect Africa’s musical diversity, from nightlife energy to community-building sounds.

The Eve playlist spotlights female artists to address gender gaps in visibility and investment. “By making space every week to spotlight women, we’re ensuring their voices are part of the conversation consistently, not just once a year on Women’s Day,” Amusat said.

For Nigeria’s music scene, the partnership builds sustainable connections to global audiences. It generates revenue through streams, creates jobs, and positions Nigerian music as mainstream. “When our artists sit side by side with huge names on major playlists, it reinforces the fact that this is global music,” he added.
This role aligns with WeTalkSound’s vision of infrastructure for African creativity, including events, media, and label services. More announcements are expected soon.

Amusat, with experience at Google, Bolt, and KPMG, views tech as an amplifier for music. His message to aspiring curators: “Focus on solving real problems for artists and audiences… Start with what you have. If we could grow into what we are today, then your own idea can scale too.”