Collaborations with domestic and foreign musicians, music streaming, and social media are just a few of the reasons that have contributed to the explosive growth of the African music industry in recent years.
However, only a small percentage of artists are benefiting from this success, while many more gifted artists are still battling for recognition.
Due to this, Spotify created Spotify Talks Africa, a video series that hosts interviews with key figures in the continent's music business.
Spotify Talks Africa is a platform where prominent panellists can talk about the problems the African music industry is facing and the solutions that would help creatives succeed.
How Spotify and other music streaming services can aid in this expansion is crucial to understanding.
The panelists are drawn from across the industry and include artists, producers, artist management, and Spotify Sub-Saharan Africa team members who provide insight into the role of streaming in the industry.
Slated to be released quarterly, each video episode is themed around specific issues in the industry, ranging from how music streaming is keeping legacy acts alive to the lived experiences of women in music.
The first episode is hosted by Kenyan media personality, Mariam Bishar, in conversation with John Katana Harrison, the band leader of the legendary group, Them Mushrooms; Wangechi, a Kenyan rapper, who just returned from a three-year hiatus; and Monica Kemoli-Savanne, Spotify’s Artist and Label Partnerships Manager for East Africa.
Their robust discussion touches on the exportation of music to new audiences, music royalties, tools needed to grow as an artist, and the role technology plays in all of this.
Speaking on how streaming has changed the music industry, Harrison says: “I think it’s a great thing, we are surprised now where people are listening to our music.
“It’s brought in a new avenue where music can be taken anywhere within the country and beyond.”
“That’s why you do collaborations, because then you hit the artist’s fanbase,” added Wangechi on the importance of collaborations.
“I encourage artists to tap into their backend through Spotify for Artists, and build their strategies around that data. You can see the demographic of who is listening to your music from age to gender and location,” said Monica.
The industry is poised for even more growth and if Them Mushrooms are anything to go by, relevance and longevity can go hand in hand.
Them Mushrooms’ participation in Spotify Talks is a part of a series of activities by Spotify to celebrate the band’s 50th anniversary.
To watch the full conversation, go to spotifytalksafrica.byspotify.com.