Author: Further Africa
Type of publication: Article
Date of publication: May 24th, 2020
The Afro-pop, Congolese zouk, and the Nigerian melodies, to mention the least have been the pinnacle of entertainment attention and musical success in Africa over the past decade. The ascension of modern technology, especially the decent access to internet services and gadgets has made Africa to be united in Music.
Africa music industry is undoubtedly growing. Deezer a streaming platform which connects 14 million monthly active users around the world to 56 million tracks and available in over 180 countries worldwide, has seen the rise of African artists in streaming lines.
“Music fans in Africa love global icons such as Eminem, Drake, Justin Bieber and Billie Eilish, but it is Algerian singer, dancer and rapper Soolking who takes the crown as the most-streamed artist. Local African artists also shine bright across the continent as Nigeria’s Burna Boy, Egypt’s Amr Diab and South Africa’s Kabza De Small soar high as the top five most-streamed African artists in Africa,” the streaming platform states.
The region has historically experienced less interest as a market-pool for the international music industry, but not anymore that narrative is beginning to change.
According to the music body, IFPI Digital technology is enabling the recording industry to effectively reach mass numbers of consumers across Africa for the first time. Across the continent, international record companies are working to establish innovative services and invest in A&R(artist and repertoire).
According to a PricewaterhouseCoopers (PwC), the trend of the industry is promising, whereby Nigeria and Kenya. PricewaterhouseCoopers has forecast consumer spending on recorded music revenues to hit $43 million and $19 million for Nigeria and Kenya respectively this year.
However, the continent’s domestic digital music business, partnered with leading regional and national telco operators, gave the sector a boost. According to IFPI, actors such as MTN Nigeria, with 17 million subscribers, and Safaricom, with 10 million subscribers, have helped build a sizeable ring back tone market. International record companies are establishing strong local direct relationships with local partners – telcos, aggregators, local services, publishing societies and independent labels.
Taking Nigeria into the fold—the most populous nation, largest economy in the region has levitated music talents to the world, Wizkid, Davido and Burna Boy now sing the same stage with platinum record artists (Drake and Chris Brown).
The continent Is now recognized, attracts investment in the sector—record labels (Universal Music Nigeria, Sony Music Entertainment Africa), streaming services, and concerts, which all add value to the local economies in the region.
African artists as potential investors
The region’s best talents have an eye for investment, which makes them potent ambassadors to diaspora’s and the rest of the world to take a look into the continent, with an array of opportunities to explore.
However, the continent’s domestic digital music business, partnered with leading regional and national telco operators, gave the sector a boost. According to IFPI, actors such as MTN Nigeria, with 17 million subscribers, and Safaricom, with 10 million subscribers, have helped build a sizeable ring back tone market. International record companies are establishing strong local direct relationships with local partners – telcos, aggregators, local services, publishing societies and independent labels
Platinum triple-disc seller—Akon American musician-with Senegalese roots, has brought a solar energy project (Akon Lighting Africa) for rural areas and home in Africa. The project has touched 15 African countries with street lamps, domestic and individual solar kits that allow electricity to be created through solar panels, and anticipates to serve nearly 16 million people, according to Afrikatech.
As more than 600 million African’s in rural areas live without access to electricity, Akon has drawn attention to the chronic, which dragged entrepreneurs and political figures into it.
Jayz—the billionaire American rapper of African descent, has extended his business empire to Uganda and Nigeria where his streaming platform Tidal has set up, with a partnership with telecom company MTN, according to information from All Africa.
Africa Day Concert
According to the World Bank, the number of broadband connections in Africa crossed the 400 million mark in 2018 (nearly twenty times 2010 levels). However, the regional average broadband penetration —including 3G and 4G connections— is only 25 per cent in 2018. And yet, mobile broadband coverage in Africa is still at 70 per cent of the population. Attracting, big-shots such as Trevor Noah, and Grammy award-winning Angelique Kidjo, the performance stands as an attractor and aggregator of investment.
Since the pandemic began streaming services have surged in the continent and South Africa took the lead, with 50 per cent daily increase in unique users, according to techbal. Africa has over 95,000 cases of the virus and 2,995 deaths resulting from it as of May 21.
All funds raised will go to the World Food Program and the UNICEF who are supporting coronavirus-affected communities across Africa, according to the statement from YouTube and ViacomCBS Network Africa (creators of MTV).
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