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Africa’s Future Sound: Apple Music Champions PSILK, Braye, Bruce Africa & Jubed in ‘Up Next’ Lineup

Published on July 11, 2025

Apple Music today unveiled its latest Up Next artists across the African continent, spotlighting the exciting and diverse talents of PSILK (South Africa), Braye (Nigeria), Jubed (Ghana), and Bruce Africa (East Africa). These artists join a global class of trailblazers shaping the future of music and culture through the Apple Music Up Next artist development program.

South Africa
PSILK

Electronic pop producer and songwriter PSILK creates genre-defying soundscapes blending indie-pop, folk, and electronica. Born in Oudtshoorn and entirely self-taught, PSILK’s music radiates raw emotion and sonic experimentation. His latest acoustic track “With You In Mind”, featuring Thando Zide, and his EP All That I Am—crafted during the Quiet Life Co’s Artist Accelerator, signal a deeply introspective and boundary-pushing voice.

Nigeria
Braye

With a sound rooted in reggae, soul, and jazz, Nigerian artist Braye channels personal stories through nostalgic instrumentation and bold lyricism. A self-taught musician and fiction writer, Braye’s latest EP I Wish I Had More Time is an emotionally rich journey through love and ambition. “This is what my life is tailored towards creating music people can hold on to,” he says.

Ghana
Jubed

Visionary Ghanaian talent Jubed fuses Afrobeat rhythms with soulful R&B. Hailing from Kumasi, his stirring vocals and culturally rooted songwriting are showcased on the affirming single “Ruwa”. With influences ranging from Burna Boy to SZA, Jubed’s music reflects a sound ready to resonate globally.

East Africa
Bruce Africa

Independent Tanzanian artist Bruce Africa brings infectious joy and rich storytelling to East African pop. From Bongo Star Search to his 2023 breakout hit “You”, Bruce has built a loyal fanbase with his emotive, Swahili-infused sound. “Expect bold storytelling and deeper connections with fans across the continent in 2025,” he says.

Listen to the Up Next playlist here: apple.co/3eITdJ

Related Topics:Apple Music, Braye, Bruce Africa, Jubed, PSILK, Stream

Elorm Beenie

Elorm Beenie is an experienced Public Relations Officer and Author with a demonstrated history of working in the music industry. He holds an enviable record of working directly and running PR jobs for both international and local artistes; notable among his huge repertoire of artistes worked with are Morgan Heritage (Grammy Winners), Rocky Dawuni (Grammy Nominee, 2015), Samini (MOBO Winner - 2006, MTV Awards Africa Winner - 2009) and Stonebwoy (BET Best African Act Winner - 2015). Other mainstream artistes of great repute he has worked with are Kaakie, Kofi Kinaata, Teephlow, (just to name a few), who have all won multiple awards under Vodafone GHANA Music Awards (VGMAs). Elorm Beenie has done PR & road jobs for Sizzla, Jah Mason, Busy Signal, Kiprich, Anthony B, Demarco, Turbulence, Popcaan, Jah Vinci & Morgan Heritage who came to Ghana for concerts and other activities. Elorm Beenie has done countless activations for artistes and has coordinated dozens of events both locally and internationally. He deeply understands the rudiments of the industry. His passion for the profession is enormous. Aside his PR duties, he also stands tall as one of the few bloggers who breakout first hand credible and also dig out substantial information relating to the arts & industry. He is quite visible in the industry and very influential on social media, which to his advantage, has gunned a massive following for him on social media as well as in real life. He is a strong media and communication professional skilled in Coaching, Strategic Planning, and Event Management. He's very transparent on issues around the art industry.

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Africa’s Future Sound: Apple Music Champions PSILK, Braye, Bruce Africa & Jubed in ‘Up Next’ Lineup

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