Safiya Lambie-Knight is one of the UK’s most influential figures in Black Music. With a decade of experience, she started her career at West One Music, moving to Lucid, then to Vevo before joining Spotify two years ago. She leads Artist & Label partnerships for hip-hop, rap, grime, drill, R&B, Afrobeat, reggae and dancehall, and has been instrumental in the rise in popularity of these genres with Spotify’s listeners and more broadly.

Safiya has played a lead role in establishing Who We Be as the leading Black Music brand in the UK encompassing: the Who We Be playlist which has over 600,000 listeners, Who We Be Live concerts with four sell-out shows to date, and Who We Be TALKS_ podcast, a weekly celebration of Black music hosted by Harry Pinero and Henrie, featuring the hottest talent and drawing in a global audience.

She is a member of the Black Music Coalition in the UK, and is also an influential member of Spotify’s BLK Employee Resource Group. As a Black woman in the industry, Safiya has used her position and experience to speak out against under-representation and recently featured in Music Week’s celebration of Black female excellence in the music industry.