Sub-Sahara Africa music revenues grew 9.6% in 2021

The International Federation of the Phonographic Industry (IFPI) has released its Global Music Report, revealing a 9.6% growth in the recorded music market in Sub-Saharan Africa in 2021. This marks the first time that IFPI has provided a detailed breakdown of recorded music revenues specifically for the SSA region. Angela Ndambuki, the regional director at IFPI Sub-Saharan Africa, noted that the vibrant music industry in Sub-Saharan Africa has responded well to digitization, opening up opportunities both regionally and globally. She highlighted the increased cross-border collaborations between artists and rights holders, leading to more African musicians gaining global recognition and winning international awards. The growth in streaming has been a significant driver of the success, with paid subscriptions on platforms like Spotify seeing a steady increase. Notably, African artist Wizkid became the first on the continent to reach 8 million monthly listeners on Spotify, showcasing the rising popularity of African music on the global stage. Despite the challenges presented by the COVID-19 pandemic, which led to declines in many industries, the music market in Sub-Saharan Africa thrived in 2021. The shift towards digitization allowed for continued consumption of music online, compensating for the losses in live events and traditional revenue streams. Ndambuki emphasized the unique cultural richness of the African music market, particularly the distinct African beats and rhythms that have captivated audiences worldwide. The success of African artists like CK and Warner Music further demonstrates the market's potential and the growing interest from major record labels in the region. While acknowledging the existing gaps in the industry, such as online piracy and the efficiency of music licensing companies, IFPI is actively working with governments to address these issues. Ndambuki highlighted the importance of policy support and enforcement to ensure sustainable growth in the African music industry. When discussing the future outlook for 2022, Ndambuki expressed optimism for continued growth. With increasing awareness among African consumers about the importance of paying for music and accessing legitimate platforms, coupled with advancements in digital technology, the music market in Sub-Saharan Africa is poised for further expansion. The implementation of the African Continental Free Trade Area (AfCFTA) is expected to create new opportunities for the music industry, contributing to both economic growth and cultural appreciation across the continent. Ndambuki also addressed the challenges posed by the digital content taxation by African governments. She highlighted the need for a balanced approach that considers the interests of all stakeholders and ensures a conducive environment for the industry to thrive. In conclusion, the 9.6% growth in 2021 showcases the resilience and potential of the music market in Sub-Saharan Africa. With a focus on digitization, cross-border collaborations, and policy support, the industry is poised for further success in the coming years.