When I received the invitation to attend the GET READY WITH MUSIC event hosted by Spotify in collaboration with Maybelline, I was thrilled. This event promised to showcase the fascinating intersection between music and makeup, tapping into the beauty industry’s “Get Ready with Me (GRWM)” trend. The prestigious The Art Hotel located in Lagos was the perfect setting for an immersive experience that would highlight how music enhances the GRWM process.

Immersive Experiences and Personalized Gifts

Upon arrival, I was warmly received and escorted to my room. The hustle and bustle of Lagos had left me famished, and I was contemplating how to get food when Spotify, in their benevolence and care, sent a delightful platter to my room. The food was delicious, a much-needed treat after a long day.

Eager to start, I began making videos  with the PR box and makeup bag from Spotify x Maybelline. As someone in their “just trying to learn how to do makeup” era, the gifts were incredibly thoughtful. The box contained a table tripod and two mini rechargeable lights, a cute and comfy PJ set, and the plushiest sleep mask. The makeup pouch was perfectly curated with two foundations, a compact powder, and two lipsticks—all in my shade! Maybelline went the extra mile to ensure everything was branded in my tone and liking.

Music and Makeup: A GRWM Revolution

As I prepared for the dinner hosted by influencers, Saskay and Nimiie later on, I played the GRWM playlist curated by them. With “Ozeba” by Rema on repeat, I felt the music enhance my makeup routine, making the experience even more enjoyable. The foundation coverage was top-notch, and I loved how everything came together.

The GRWM trend has truly taken off globally, with Spotify revealing at the event that there are over 900 playlists in Nigeria alone with titles like GRWM, Get Ready With Me, Makeup, and Get Ready with Music. Globally, the number surpasses 900,000. The trend has seen significant growth, with a 552% increase in such playlists globally between 2022 and 2023. Nigeria saw a staggering 4900% rise, and Lagos led with a 6533% increase.

Feeling the need to soak in more of The Art Hotel’s ambience, I stepped into the corridor. As I strolled, I could hear the faint sounds of various songs from other rooms. It was like a symphony of women getting ready, each soundtrack as unique as their makeup routines. The gentle hum of music and laughter proved that music is an essential element for any lady preparing for the night.

Downstairs, the event decor was out of this world—so intentional and beautifully set up for photos and videos. The immersive experience felt special, as I was surrounded by women who made me feel safe and we bonded over shared interests. The main event kicked off with fun, food, and drinks. We even had a surprise performance from Qing Madi. Her set was a highlight, and the two-course meal that followed was delicious. The champagne flowed freely, and after a few too many bottles, I decided to take a break.

Insights on GRWM Playlist Trends and Demographics

We were told that, interestingly, male listeners create GRWM playlists more than females across all regions, with the 18-24 age group leading in Lagos, Abuja, and Nigeria. Globally, the 35-44 age group dominates playlist creation. Despite this, Gen Z female listeners dominate the audience across all regions.

Remember the PJ set I mentioned earlier? After dinner, I headed back to my room to change into them for a night to remember—literally. The slumber party that followed was filled with desserts, karaoke, and laughter with beautiful women. DJ T Garbs set the perfect vibe for both the dinner and the slumber party. Nonye Udeogu (Thisthingcalledfashion) , Simi Sanya, and Vee Iye had us all bopping our heads during karaoke with their amazing performances. It was an entertaining and memorable night.

In 2024 alone, over 280,000 GRWM-related playlists were created globally, with over 400 in Nigeria and more than 300 in Lagos. The top countries in sub-Saharan Africa streaming GRWM or makeup-related playlists include Nigeria, South Africa, Kenya, Ghana, Uganda, Tanzania, Zambia, Zimbabwe, Côte d’Ivoire, and Namibia.

Top streamed tracks in GRWM playlists in Lagos include “Favourite Girl” by Darkoo and Dess Dior and Omah Lay’s “Holy Ghost”. Ayra Starr and Tems are among the top streamed artists in Lagos, alongside global favorites like Ariana Grande and Taylor Swift.

Spotify and Maybelline’s event was a stimulating mix of sound and style, celebrating how music can transform beauty routines. I am grateful to have experienced this one-of-a-kind intersection of makeup and music, which has revolutionized the GRWM trend. The thoughtful touches, the attention to detail, and the celebration of the powerful synergy between women, music and makeup made it an unforgettable event.