Spotify is physically in Africa and consumers can’t keep calm! On February 23, 2021, the world’s largest streaming service announced that it had launched in 84 more countries across the world including Kenya, Nigeria, Ghana, and Tanzania. That means more platforms and choices for African consumers as they will be competing alongside Apple Music, Boomplay, Audiomack, YouTube Music, Deezer, and Mdundo. Upon the announcement, the first question that came to this writer’s mind is what took them so long and why now?