International Companies Are Taking Note of Africa's Music, Artists

2022-07-26

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  • International media and music companies want to sell products from Africa's music market.
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  • African music is increasingly popular on the internet and on smartphones in places far outside of Africa.
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  • Companies are noticing a worldwide interest in African music.
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  • The company Universal Music Group launched Virgin Music Africa Label & Artist Services in June.
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  • It aims to support independent African music recording companies, often called labels, and artists.
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  • The service will digitize music catalogues, or collections of songs coming from the same owner, that are no longer available to buyers.
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  • The company aims to expand into the growing market for African sounds.
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  • The interest from international companies is growing as African artists become the main performers at international music events like festivals and concerts.
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  • Festivals include Afro Nation in Portugal and Africolor in France.
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  • African musical forms such as Afrobeat, Rhumba, and Amapiano are topping popular music lists, known as charts.
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  • Franck-Alcide Kacou is managing director of Universal Music Africa and the new Virgin Music Africa Label.
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  • He said it has over 15,000 music titles - or songs.
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  • Kacou added that it has 50 partner labels and around 100 artists from 25 countries.
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  • The artists include Senegal's M'balax maestro Youssou Ndour, Congo's Lokua Kanza, Magic System from Ivory Coast and Cabo Snoop from Angola.
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  • Kacou said that the service will digitize and make available African music currently in music media like vinyl, cassette, or CD.
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  • The aim is to reach younger listeners.
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  • Kacou told Reuters that "It's a real opportunity for countries that are also experiencing this digital transformation."
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  • He said the service will support independent labels who are looking for a wider network.
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  • Kacou said finding a producer in Africa and making cultural works available is a "real challenge" for many artists.
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  • He added that most artists do not receive a fair amount of money for their musical works.
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  • I'm Anna Mateo.