Mahogany Songs, the artist services arm run by multi-platform music brand Mahogany, marks its first birthday this week with the launch of its year one annual report.
Launched last May in partnership with Believe, the curated distribution service now represents 148 artists across 18 countries, spanning indie, jazz, soul, folk and more. Support is tailored to their needs across campaign strategy, social media and A&R.
To date, Mahogany Songs has received over 4,400 artist applications.
Over the past year, Mahogany Songs’ artists have seen an average growth of 250% in monthly Spotify listeners and a growth in followers of 168% on Spotify and 63% on TikTok since joining.
Average Spotify playlist reach grew by 1,416%, including 237% growth across Spotify’s editorial playlists.
The past year also marked the launch of the Mahogany Music Fund for early-stage artists, which has now distributed its first round of grants of up to £2,500 each.
The first cohort of winners – Ldya, Nii, Jess Martins and Moira Mack – were selected from a pool of 890 applicants by a panel comprising Chantelle McMullen (artist manager and publisher), Christie Driver-Snell (Ministry of Sound, A&R), Elspeth Merry (Artists’ Way Agency, founder), Joey Walker (music producer) and Ruth Kilpatrick (artist manager and journalist).
Among the grant winners highlighted in the report are Leeds-based artist Nii, who released his latest EP, Whiplash, through Mahogany Songs last month. Over the past year, Nii’s Spotify monthly listeners have grown by 1,382%, with his playlist reach growing by 1,003%.
Singer-songwriter Ldya (pictured) released her debut EP, Home, last month. She has received plays on BBC Radio 1 and featured in Spotify’s Fresh Finds R&B, New Music Friday UK and Fresh Finds UK & IE.
Twelve months in, we’ve seen first-hand what happens when independent artists are backed with care, clarity and creativity
Mark Murdoch
Ldya said: “Mahogany have championed me from day one. As an independent artist, it’s so important to find people who understand you and care about your art. Mahogany have handled the release of my debut EP with such care and attention and the results have spoken for themselves. I never imagined I'd get such huge support on Spotify and Apple Music on my first release and now a slot at SXSW!"
Other success stories highlighted from the past year include Mahogany Songs’ work with UK jazz collective Crooks Inc. Amid a string of showcases and performances, including The Great Escape this month, the group have seen a 1,278% growth in Spotify playlist reach over the past year thanks to inclusions in Fresh Finds UK & Ireland, Fresh Finds Jazz, and more. They were the face of Spotify’s billboard at Westfield Stratford following the release of single Let Go last August.
James Gaster, MD of Mahogany, said: “Artist discovery is at the heart of Mahogany, and supporting extraordinary young talent through Mahogany Songs has been a true privilege. As we celebrate our first year, we’re proud of the progress we've made and are grateful for the trust of our artists. Moving into our second year we are focused on scaling our impact and building a best-in-class platform for the next generation of global talent.”
Mark Murdoch, founder & CEO of Mahogany, said: “Twelve months in, we’ve seen first-hand what happens when independent artists are backed with care, clarity and creativity. Mahogany Songs is growing into something truly special – and this is just the beginning.”
Mahogany Songs’ plans for its second year include the expansion of its services into publishing, with details to be revealed in the coming months.
Applications for the second round of grants from the Mahogany Music Fund are also expected to open later this year.
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