Music Industry Turns To Africa Following Digital Development

Published: Tuesday 25th Mar 2014 by David

Is Africa on course to becoming one of the world’s strongest digital markets?

Well, if data published in International Federation of Phonographic Industries‘ annual report is anything to go by, the answer to that question is…yes.

Details on the continent’s digital development below…

Almost two decades after international distribution of the compact cassette pushed the likes of Daddy Lumba and the Ivorian Magic System, today’s African music market has seen the YouTube-fuelled rises of their predecessors spark a slow but certain digital rise in the continent.

Indeed, with Kenya’s music market boasting an estimated worth of $50 million, the arrival of West African acts such as Tiwa Sawage, D’banj, Fuze ODG and Wiz Kid has seen industry eyes turn to the continent after the latter three penetrated the British music scene with unit-moving results.

For,after selling over 200,000 copies of his ‘Afrobeat’ jam ‘Antenna‘, the Ghanaian ODG was awarded a Silver certification by the British Phonographic Industry, while the Nigerian D’banj nab 7 European Top 30 chart positions with 2012’s ‘Oliver Twist.’

One of these, including the UK Top Ten spot he held with the number when it peaked at #9 in the nation.

All of this, failing to go unnoticed by the IFPI. For, despite currently being unable to provide data for some of the continent’s more promising arenas, have acknowledged its influence on the global market and the important smartphones will play in seeing its artists monetize their material!

Billboard Biz explains:

“The key platform is — similar to the developing story of India and China — the mobile phone. While smartphone penetration is low today in Africa, it is expected to skyrocket with the increasing availability of affordable Android phones from makers like Samsung, who operate on all price tiers of the global market. Nokia and BlackBerry also remain important players in some of these markets.

Mobile broadband grew rapidly, from 2% penetration in 2010 to 11% in 2013, and continues to accelerate, according to ITU.

At last month’s Billboard/Beats FM Music Day at Social Media Week Lagos, Roc Nation’s director of mobile strategies Briant Briggs was as excited as most people about the market’s potential.

“I think there is huge potential in the African Market, with the price of smart phones dropping and penetration rising over the next 18 months,” said Briggs, who is leading a more comprehensive rollout of Roc Nation’s operations across the continent. “As smartphone use rises, there will be more consumption of content, including music.”

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  1. tf March 25, 2014

    So you’re telling me they’re more worried Bout music sales… When more than half the people on that continent don’t have food or water???

    • Suicide Blonde March 25, 2014

      Ditto to what you said.

    • ruchina March 26, 2014

      Don’t be an illiterate. people in Africa are not portray well in your country. FYI half them are richer than most of your soul called rich men. these post is about music and not how skeletal the african continent is in richness…….least i forget, have you eating today?

  2. Nana Yaw March 25, 2014

    @TF take your ignorance somewhere else. Who told you half of the people living in Africa don’t have food. There are more beautiful stuffs in Africa tan what the media portrays.

    • CzarM March 25, 2014

      Seriously. The ignorance (which is expected of the idiots who comment at TGJ.) Yes there is poverty in many parts of Africa…and rampant at that…but there are also plenty of working and middle class and well-to-do areas as well. Music sales have always been generally decent there.

  3. Suicide Blonde March 25, 2014

    I don’t see it happening but good for African artists, too bad the legendary Brenda Fassie is not among us anymore.

  4. Mimi carey March 25, 2014

    Lies Africa is the most corrupt place on Earth. That place is rich in gold and oil, yet most of the people are dying of A*** or in poverty! The natives don’t even have control of their own resources. Don’t get me started on Nigeria with their corruption, skin bleaching and weaves or gay hating Uganda where you can be killed if someone suspects your gay!!!

    • RancorNV March 25, 2014

      Please move to Uganda!

  5. obvious is obvious March 25, 2014

    why is it roc nation in it again? always wanna make bigger bucks. how they do. sell jay-z’s samsung cellphones. buy cheap african acts and resell their music to africans. smart strategy to milk a new continent, cause nobody cares about their old sh*t anymore. great.

  6. h2o March 25, 2014

    That’s an awsome idea.

    I’m sure they weren’t talking about all of Africa including the corrupt countries in their entirity, North Africa, and countries like Namibia, Botswana, Ghana, Nigeria, Gabon could be decent music markets.

    I love Africa and I pray for them everyday to be living better life.

  7. coolness March 25, 2014

    @H2O, that seems likely. I’m African and I live in the UK and it’s lovely to hear that you keep people from other countries in your prayers 🙂

  8. Mark111 March 25, 2014

    Just because there’s poverty in Africa doesn’t mean the whole damn continent is. There’s poverty in New York and some of the richest people in the world that live in the same city.

  9. h2o March 25, 2014

    @ Coolness


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