Is The African Music Industry Dying: A Closer Look at its Vital Signs

The African music industry has a rich and diverse history, with each region contributing to a vibrant tapestry of sounds and rhythms. In recent times, there has been concern about the health of the industry, leading many to question whether it is facing a decline. In this blog post, we will objectively explore various facets of the African music industry to determine if it is, indeed, in jeopardy.

Diversity and Global Recognition:

One undeniable strength of the African music industry lies in its diversity. The continent boasts a plethora of genres, from Highlife to Afrobeats, Kwaito to Amapiano, Afro-fusion to Bongo Flava. Artists like Burna Boy, Wizkid, Rema, Tyla, Asake, Ayra Starr, Sarkodie, KiDi, King Promise and Davido have gained international acclaim, suggesting that African music is far from being on life support.

Digital Transformation:

The arrival of digital platforms has significantly impacted the way music is produced, distributed, and consumed. Africa has witnessed a surge in digital music platforms, offering artists new avenues for exposure. Streaming services like Boomplay, Audiomack, Spotify, mdundo and Apple Music; social media like Instagram and Tiktok; and online collaboration tools like Twitch and Discord have opened doors for emerging talents, challenging the notion of a dying industry. This evidenced by Nigerian superstar Rema and Selena Gomez’s smash hit ‘Calm Down Remix’ as well as Ghanaian musician King Promise and dancer DancegodLlyod’s collaboration to create the viral dance challenge for the former’s 2023 smash hit ‘Terminator.’

Emerging Markets and Local Talent:

Beyond the well-known musical hubs, emerging markets across the continent are becoming hotbeds for musical innovation. Countries like South Africa, Nigeria, Ghana and Kenya are nurturing local talent, creating a sustainable foundation for the industry’s growth. Regional sounds are gaining prominence, contributing to a vibrant and evolving musical landscape.

Cultural Impact and Identity:

African music is not merely an industry; it is a cultural force that plays a crucial role in shaping identities and narratives. The resilience of traditional sounds and the fusion with modern influences showcase the industry’s ability to adapt and stay relevant, challenging the narrative of decline. This is the reason why there are burgeoning genres like Asakaa from Ghana which takes its influence from the UK and Chicago drill music, Afro-R&B, Afro-Fusion and many others.

Collaborations and Cross-Cultural Influences:

Collaborations between African artists and their counterparts from other continents demonstrate the global impact and reach of African music. These partnerships not only widen the audience but also bring diverse influences, creating a dynamic and ever-evolving musical environment. There is proof in collaborations such as Wizkid and Drake’s ‘Come Closer,’ Davido and Chris Brown’s ‘Blow My Mind,’ Rema and Selena Gomez’s ‘Calm Down Remix,’ Tiwa Savage and Nas’ ‘Work Fada’ and so many others.

Challenges Faced:

While there are positive aspects, challenges persist. Issues such as piracy on platforms like Telegram and the dark web, lack of infrastructure like good internet access and electrical power supply, and copyright concerns have hindered the industry’s full potential. However, these challenges are not unique to Africa and are being addressed through collaborations with international organizations and improved governmental policies.

To sum it all up, while the African music industry faces challenges, it is far from dying. The industry’s resilience, cultural significance, and global recognition all point to a vibrant and evolving landscape. As stakeholders continue to address challenges and harness opportunities, the African music industry is poised for sustained growth, contributing significantly to the global musical scene.