Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

People want insider status that's community-driven

Inside Track

People are constructing meaningful collectives 

World Builders

Gen Z (born 1997-2010)

Global

Music, radio, and podcasts

Media and Entertainment

Spotify has launched an in-house music consultancy called AUX that will guide brands on how to use music in advertising and pair them with musicians. As the UMG x TikTok clamp down puts music discovery in flux for emerging artists, Spotify aims to connect brands with their community of creators.