Mahogany Songs Releases First Year Report: Artists’ Monthly Listeners Up +250%
Now working with 148 hand-picked artists across 18 countries
Over 4,400 artist applications received over past 12 months
Plans move into publishing & second round of Mahogany Music Fund grants
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 a highly selective community of 148 artists across 18 countries, spanning indie, jazz, soul, folk and more. All artists work closely with the Mahogany team, with support tailored to their needs across campaign strategy, creative development, social media and A&R. To date, Mahogany Songs has received over 4,400 artist applications from artists all over the world.
The team’s boutique approach is generating real results. 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 +1416%, 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 an expert 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. Since joining Mahogany Songs last November, Nii’s Spotify monthly listeners have grown by +1382%, with his playlist reach growing by +1003%. Singer-songwriter LDYA, another grant winner, is also spotlighted. Releasing 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.
LDYA commented: “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 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 +1278% growth in Spotify playlist reach over the past year thanks to inclusions in Fresh Finds UK & Ireland, Fresh Finds Jazz, and more. They were meanwhile the face of Spotify’s billboard at Westfields Stratford following the release of single “Let Go” last August.
James Gaster, MD of Mahogany, said: “Artist discovery is at the heart of Mahogany. Growing and supporting this community of 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: “12 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.
Read the report in full here.
About Mahogany
Since 2010, Mahogany have been a leading light in the discovery, promotion and support of some of the world's most celebrated new music talent. Their flagship channel Mahogany Sessions is watched by millions across the world, enjoyed for its unique intimacy and cinematic artistry. Their channels feature exclusive performances from artists including Billie Eilish, Hozier, Michael Kiwanuka, Ed Sheeran, George Ezra, Bastille, Mahalia, Leon Bridges, Rag'nBone Man, Jacob Collier, Jessie Reyez, Cat Burns, Myles Smith and many many more besides.
Alongside their own formats and audiences, Mahogany also deliver global partnerships with charities and brands, who look to the teams’ music strategies encompassing curation, content, licensing and events. Their award-winning work for the likes of LVMH, Spotify, BMW, Meta, British Red Cross and more offers even more opportunities for them to promote and support the music community.