By Abdi Ali
Published March 27, 2022
The recorded music market in Sub-Saharan Africa (SSA) grew by 9.6% in 2021 according to Global Music Report by IFPI, the organisation that represents the recorded music industry worldwide. IFPI says this growth was driven by streaming revenues which was up 20.1%.
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Angela Ndambuki, IFPI’s SSA Regional Director, says: “I can attest to the fact that investment by record companies in the Sub-Saharan Africa music scene has created opportunities in the music industry, both regionally and on a global scale. We are working to ensure that we have a conducive policy environment necessary for supporting and driving sustainable and long-term growth of the recorded music business within the region.”
The report details how record companies are working to drive continuing growth for the broader music ecosystem with local teams and expertise located around the globe.
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In high-potential growth markets across Asia, Latin America and Africa, as well as more mature markets like Europe and North America, labels are putting down deep roots and helping to foster the continued advancement of vibrant and diverse local music ecosystems.
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Temi Adeniji, Managing Director of Warner Music South Africa and Senior Vice President in charge of Strategy for Sub-Saharan Africa, says this is a transformative moment for Africa, and more importantly for creators from the continent.
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“Around the world, record companies are engaging at a very local level, to support music cultures and bring on the development of emerging music ecosystems – championing local music and creating the opportunities for it to reach a global audience. As more markets mature, they join with and contribute to the rich, globally interconnected music world,” says Frances Moore, IFPI Chief Executive Officer. “Today’s music market is the most competitive in memory. Fans are enjoying more music than ever and in so many different and new ways. This creates enormous opportunities for artists. Those who choose to partner with a record company, do so to benefit from the support of agile, highly responsive global teams of experts dedicated to helping them achieve creative and commercial success and build their long-term careers. As technologies and the online environment continue to evolve and expand, so too do the creative opportunities to share music experiences. From the metaverse, to in-game content, record companies have invested in the people and the technologies to deliver new, highly interactive experiences – adding to the evolving ways for artists to make connections with their fans.”
