Spotify has recorded significant surge in heartbreak song streams in Nigeria during the Valentine’s Day season, with a 626 per cent increase between 2022 and 2024.
Phiona Okumu, Spotify’s Head of Music, Sub-Saharan Africa, revealed this trend in a statement released on Thursday in Lagos.
Okumu said, “Spotify data reveals a surprising trend, a massive surge in heartbreak song streams.
“Nigerians are turning to their playlists to process their emotions, with a staggering 626 per cent overall growth in heartbreak streams from 2022 to 2024.
“This Valentine, the sound of love is accompanied by the sound of heartbreak, and the data shows it’s louder than ever before.”
According to her, one heartbreak that Nigerians collectively mourned was the tragic passing of street pop artiste, Mohbad.
Okumu noted that Spotify data revealed that on Valentine’s Day in 2024, Egwu by Chike and Mohbad ranked among the top three most-streamed songs by Nigerians.
She said other tracks that topped the charts included “One Love – Bob Marley: One Love – Music Inspired By The Film” by Wizkid ranking at number one, and Shallipopi and Odumodublvck’s “Cast” at number three.
“In 2023, Omah Lay’s deeply emotional song “Soso”, a melancholic cry for relief from pain, was among the top three most streamed songs on Valentine’s Day.
“It was joined by j-hope’s “Arson” and Ayra Starr’s “Sability”.
“While one might assume listening to heartbreak music would peak at night, a period known for deep reflection, Spotify data reveals otherwise.
“It turns out that Nigerians listen to heartbreak songs most often between 9:00 a.m. and 11:00 a.m.
“For three years, heartbreak music has been a surprising part of Nigerians’ morning routine.
“Whether it’s a lingering breakup or a heavy heart, offices, cubicles and workspaces in Nigeria are filled with people working, headphones on, starting their day tuned into heartbreak songs and quietly processing their emotions,” she said.
Okumu said there is a common belief that women are more expressive about heartbreak but Spotify data revealed a different story when it comes to music consumption.
She said on Valentine’s Day, most surprisingly, male listeners streamed heartbreak songs at a significantly higher rate than female listeners, with a 362 per cent increase compared to 169 per cent among women.
“This could suggest that men resonate with the feeling of heartbreak more and turn to music as a private outlet for processing emotions.
“Whatever the reason, one thing is clear, when love is in the air, so is heartbreak and Nigerian men are pressing play on their pain more than expected.
“While Valentine’s Day is often celebrated with grand gestures, heartbreak is a common theme on Valentine’s Day -more than what’s publicly shown,” she said.
The Guardian
