Audiomack Selects Emerging DJ & Producer Uncle Waffles As Latest #UpNow Artist
Audiomack announced that it has selected rising DJ and producer Uncle Waffles as its latest #UpNow artist. The Swaziland native will be the face of the artist-first music streaming platform’s emerging artist program that shines a light on the next generation of global music superstars across Hip-Hop, R&B, Afrobeats, Amapiano and more.
As part of the recognition, Uncle Waffles will be premiering an exclusive song with Audiomack called “Khumbula,” which she teased in a visual amplifying her #UpNow honor. She will also grace the cover of Audiomack’s #UpNow playlist and her music will be highlighted across the platform’s channels with specialized marketing, editorial, social promotion, playlisting, curated videos and much more.
The #UpNow honor also comes after Waffles’ headlining set at Audiomack’s inaugural “Audiomack House” show in Johannesburg, South Africa on March 5. The streaming platform had previously invested in Waffles’ potential when it sponsored her first-ever, U.S. tour in late-2022.
“Growing up, Swaziland didn’t really have a creative community of any sorts, nothing whatsoever. Everything that involves creatives came as the bare minimum. So, to be in this position and to have Audiomack highlight me and get recognized is amazing,” Waffles said. “It feels very different, and I feel very loved. I want to be remembered as the person who did the impossible in every aspect.”
It signals quite a journey for the international superstar, whose first upload on Audiomack came in March 2022 with her debut “Red Dragon” EP. Since then, Waffles’ popularity has exploded exponentially, having accumulated over 2.8 million global streams on the platform with over 70,000 monthly listeners. Waffles’ star power was further solidified when Drake reposted her on his Instagram.
Most recently, the Amapiano star earned seven nominations at the Amapiano Awards, including “Amapiano Artist of the Year,” “Best Amapiano Female Artist” and “Best Amapiano Newcomer.” Her rapid rise reached new heights, when it was announced that she earned a coveted slot to perform at Coachella in April 2023.
“Uncle Waffles is truly deserving of this honor,” Audiomack SVP of Marketing and Brand Strategy Jason Johnson said. “In less than a year, she went from her making first Audiomack upload to performing at Coachella and it’s a testament to her talent, commitment, and ambition. She’s carving a new lane for Amapiano artists and we’re excited to witness her grow into a superstar.”
Waffles’ recognition comes three months after Audiomack tapped GloRilla as its #UpNow artist in November 2022. Other past #UpNow honorees include Rod Wave, EST Gee, Blxst, Pooh Shiesty, Sheff G, Omah Lay, Ayra Starr and Black Sherif among others.
© 2023, Seth “Digital Crates” Barmash. All rights reserved.
