Before the advent of streaming services, the music industry in Africa operated within a landscape shaped by various challenges, with piracy standing out as a significant obstacle. African musicians faced a multitude of hurdles in distributing and monetizing their music, compounded by the rampant piracy prevalent across the continent.
Traditional distribution channels, such as physical CDs and cassette tapes, were costly to produce and distribute, limiting the reach of artists, especially those from less economically developed regions. Moreover, the infrastructure for copyright enforcement was often inadequate, allowing piracy to thrive unchecked. Bootleggers would duplicate and sell unauthorised copies of albums, depriving artists of rightful earnings and hindering their ability to reinvest in their craft.
The consequences of piracy were profound and far-reaching. Not only did it undermine the economic viability of the music industry, but it also discouraged investment in talent development and discouraged artists from pursuing music as a viable career path. Furthermore, piracy stifled creativity by disincentivizing artists from producing new content, knowing that their work could easily be exploited without compensation.
Despite these challenges, African musicians persisted, finding innovative ways to navigate the landscape. Live performances became a crucial source of revenue, allowing artists to connect with their audiences and cultivate loyal fan bases directly. Additionally, collaborations with international artists and licensing deals for film soundtracks provided alternative revenue streams.
However, the arrival of streaming services revolutionised the African music industry, offering a legitimate platform for distribution and monetization.
Read also: TikTok takes on Spotify, Apple Music, expands into music streaming
Major streaming platforms in Africa
By providing easy access to massive collections of content, streaming platforms have transformed the way people enjoy music and other forms of media. The following is a synopsis of some of the most prominent platforms, including their history, subscriber data, famous African singers, accolades, and level of popularity across the continent.
Spotify: In 2018, Spotify made its way into the African market via South Africa, and since then, the continent has seen more than 1.2 billion hours of streaming. Additionally, in just five years, it has expanded its reach to forty-eight additional African countries. Some of the most popular African artists on Spotify include Davido, Burna Boy, and Wizkid.
Apple Music: With an emphasis on local curation and playlisting as well as grassroots support for local artists in every country, Apple Music began its expansion in Africa in 2017, expanding its footprint from 12 to 37 countries by April 2021. With an increase of 114% worldwide and 138% outside of Africa, especially in nations like the US, Canada, the UK, France, and Germany, plays of all African music genres on Apple Music have skyrocketed by 2024, indicating a sizable African subscriber base.
Tiwa Savage, Wizkid, Mr. Eazi, Burna Boy, and Tems are among the prominent African artists featured on Apple Music. The export of African music abroad and throughout the larger Apple Music ecosystem—which encompasses 167 countries and territories worldwide—has been a fruitful endeavour for Apple Music’s Africa strategy.
Deezer: With an emphasis on local playlisting and curation, as well as grassroots support for local artists in each country, the worldwide music streaming service Deezer has been accessible in Africa since 2012. However, there is insufficient data regarding Deezer’s African subscribers.
Deezer is home to numerous prominent African musicians, including Master KG, Burna Boy, Davido, Wizkid, Fally Ipupa, Innoss’B, Soolking, Ninho, and Aya Nakamura, as reported by Africa.com.
The most streamed African song on Deezer is “Jerusalema” by Master KG, which was revealed as part of the platform’s celebration of Africa Day.
Others doing well include Boomplay, YouTube Music, Amazon Music, Tidal, Audiomack, Anghami, MusicTime, Instagram, Pandora, Google Play Music, Mziiki, Simfy, Spinlet, Shazam, and Mdundo.
How new artists can maximise streaming platforms
Streaming platforms offer new African artists an incredible opportunity to showcase their talent and reach a global audience. To make the most of these platforms, artists must understand how to join them, use them effectively, and implement marketing strategies to boost visibility and engagement.
To join streaming platforms, artists should start by researching the various platforms available, such as Spotify, Apple Music, Deezer, and YouTube Music. Each platform has its own requirements and submission process for artists. Artists should choose the right platform based on audience demographics, popularity in their target market, and royalty rates. After selecting the platform, artists should create accounts and complete the artist verification process, which may require providing basic information and uploading profile pictures and bios. Finally, artists can upload their music following the platform’s format, quality, and metadata guidelines.
Once artists have joined streaming platforms, they can maximise their presence by optimising their profiles with engaging visuals, compelling bios, and links to their social media accounts and official websites. Artists should also plan their music releases strategically to maximise impact, considering factors such as timing, promotion, and audience engagement. Engaging with fans by responding to comments, sharing behind-the-scenes content, and creating playlists featuring their music can help artists build a loyal following.
Additionally, artists can collaborate with playlist curators and influencers on streaming platforms to feature their music in popular playlists and gain exposure to new audiences. Leveraging social media platforms like Instagram, Twitter, and Facebook to promote their music releases, share updates, and connect with fans is also crucial. Creating engaging content such as music videos, lyric videos, and live performances can complement music releases and attract new listeners.
Collaborating with other artists, producers, and influencers within the African music scene can expand artists’ networks and reach new audiences. Finally, seeking opportunities to perform live at concerts, festivals, and events can help artists showcase their music and connect with fans in person.
By following these steps and implementing effective marketing strategies, new African artists can maximize their presence on streaming platforms and increase their chances of success in the competitive music industry. With dedication, creativity, and strategic planning, aspiring musicians can reach new heights and make a lasting impact on the African music scene.
The future of streaming and how African music can take centre stage
African streaming is about to take off as the global streaming market changes. The continent is well-positioned to shape streaming’s future with a young, tech-savvy populace, growing mobile infrastructure, and many unexplored stories.
Usage data helps streaming services stay competitive by enabling more sophisticated subscription options. It also improves advertiser and third-party content partnerships. These collaborations require reliable data on content consumption to share revenue.
Music streaming firms already offer music-video bundles. US Spotify students get Hulu and Showtime subscriptions. Apple Music bundles music with Apple products. Bundling services have worked for Disney+ and other streaming providers.
Africa’s music is diverse as its regions, nations, and ethnic groups. African countries comprise 20% of the world’s land mass and have 934 million people. African music is as diverse as its cultures and peoples, with many indigenous and foreign influences.
Although African music is diverse, it shares many aspects, especially within areas. In sub-Saharan Africa, music is different from other cultures. In sub-Saharan Africa, music and dance are intertwined and express life through sound. Music emphasises the heavenly and eternal significance of human life by marking major life events.
African music also strengthens the community by connecting individuals in many ways, reinforcing their commitment to support each other and the community for health and success. Communication is another vital role of music in Africa. Talking drums, signal drums, tunes, and historian griot sagas convey varied crucial information.
Contributors:
Olalere modupe, Ibukun Bankole, Temitayo Olumofe, Felicia Akindurodoye
