In the last decade, the way we consume music has changed dramatically. The rise of digital streaming platforms like Spotify, Apple Music, Deezer, and YouTube has revolutionized the music industry by making music more accessible than ever before. In particular, these platforms have played a crucial role in the global rise of African music, especially genres like Afrobeats, Afropop, and traditional African sounds. African artists now have unprecedented access to global audiences, breaking down geographical barriers and reaching listeners worldwide with just a few clicks.
Before streaming, African music was largely confined to the African continent, and international exposure was often limited to a select few artists or genres. However, the rise of streaming platforms has helped African music become a global phenomenon, gaining recognition in major markets like the United States, the UK, and beyond. This article explores how streaming platforms have fueled the global rise of African music, highlighting the opportunities they provide for African artists, the challenges they pose, and the role these platforms have played in the international success of genres like Afrobeats.
1. Breaking Geographical Barriers
One of the most significant impacts of streaming platforms on African music is their ability to break down geographical barriers. Before the digital age, African music was primarily consumed locally or regionally, with limited international exposure. Many African artists relied on radio, TV, and physical distribution to reach listeners beyond their home countries, and success in international markets was often out of reach for many musicians.
Streaming platforms, however, have changed this dynamic by offering a global audience the ability to discover and enjoy African music at the click of a button. Platforms like Spotify, Apple Music, and Deezer have made African music accessible to listeners in countries far removed from the African continent. For example, songs by artists like Wizkid, Burna Boy, and Tiwa Savage, who were once primarily popular in Nigeria or other African countries, can now be streamed by listeners in the United States, Europe, and Asia.
Streaming platforms provide African artists with a powerful tool to reach a global audience, overcoming the constraints of traditional music distribution channels. As a result, African music has made its way into mainstream playlists and chart rankings, giving African musicians the opportunity to expand their fanbase well beyond their borders.
2. Increased Visibility for African Artists
Streaming platforms have also provided African artists with increased visibility in the global music market. Playlists, especially curated ones, have become an essential part of the music discovery process, and many African artists have benefited from being featured on high-profile playlists like Spotify’s Afrobeats Hits, African Heat, or Apple Music’s Afrobeat Hits. These playlists, which are often followed by millions of users worldwide, serve as an effective promotional tool, propelling songs and artists into the spotlight.
For instance, Nigerian artist Burna Boy’s song “Anybody” gained significant traction on Spotify and other streaming platforms, helping him reach a broader international audience. Similarly, Wizkid’s hit song “Essence,” which featured Tems, became a global sensation after being included in several influential playlists. “Essence” eventually charted in the United States, reaching No. 1 on the Billboard Digital Song Sales chart in 2021. The visibility provided by streaming platforms allowed the song to gain momentum, ultimately earning a Grammy nomination for Best Global Music Performance in 2022.
Moreover, streaming platforms have allowed artists from across Africa, regardless of their local popularity, to get noticed by international fans and even major record labels. An artist in Lagos, Nigeria, can now potentially be discovered by a listener in Los Angeles, California, through a simple playlist inclusion or algorithmic recommendation. This is a shift from the old model, where international recognition often required significant investments, connections, and a major record label’s backing.
3. Affordability and Accessibility
Another significant benefit of streaming platforms is their affordability and accessibility. Traditional music distribution methods, such as buying physical albums or accessing music through premium cable or satellite services, often came with high costs. This limited the reach of African music, as many potential listeners, particularly those outside of Africa, might have been reluctant to purchase music or access it through costly channels.
Streaming platforms, on the other hand, offer a subscription-based model with a free tier or low-cost monthly plans. This makes music more accessible to listeners across the world, regardless of their financial background. The ability to access millions of songs, including African tracks, at an affordable price means that listeners are more likely to explore new genres and artists they would not have otherwise encountered.
Additionally, streaming services are available on a wide range of devices, from smartphones to desktop computers to smart speakers. In countries with high mobile penetration, such as many African nations, streaming platforms have become even more accessible. In Nigeria, for example, where mobile phone usage is widespread, services like Spotify and Apple Music have made it easier for people to consume African music digitally.
4. Revenue Streams for Artists
Before streaming, many African artists relied on physical sales, concerts, and radio play to generate income. However, the revenue from physical sales often did not reflect the full extent of an artist’s audience, especially in international markets. In contrast, streaming platforms have created a new revenue stream by paying artists based on the number of streams their songs receive.
While the payout per stream is often quite low, the sheer volume of global listeners on platforms like Spotify and Apple Music can result in significant earnings for popular artists. For example, Burna Boy, Wizkid, and Davido—who have millions of monthly listeners on Spotify—are able to generate substantial income through streaming royalties. As more listeners from different parts of the world stream their music, these artists can earn income from markets that were previously out of reach.
The global exposure provided by streaming platforms also creates opportunities for live performances and tours. Artists can leverage the attention gained through streaming to book international tours, creating additional revenue streams. A popular Afrobeats artist in the United States can perform sold-out concerts in cities across Europe, North America, and even Asia, thanks to the audience they’ve cultivated through platforms like Spotify.
5. The Role of Social Media and Virality
Streaming platforms work hand in hand with social media to increase the reach of African music. Platforms like Instagram, Twitter, and TikTok have become essential tools for artists to promote their music, engage with fans, and build personal brands. TikTok, in particular, has become a powerful platform for promoting songs, especially with its viral challenges and trends. Afrobeats and Afropop songs frequently go viral on TikTok, helping them spread quickly across different regions and age groups.
For example, Wizkid’s “Essence” became a global hit in part due to its widespread use on TikTok, where users created dance challenges and videos set to the song. The virality of this track on social media contributed to its success on streaming platforms, where it accumulated millions of streams.
Artists also use social media to directly interact with their fans, building loyalty and strengthening their relationship with their audience. Social media platforms, together with streaming services, have given African musicians a direct line to global listeners, making it easier for them to build a sustainable career.
6. Challenges Faced by African Artists on Streaming Platforms
Despite the many benefits, African artists still face challenges in fully capitalizing on the opportunities presented by streaming platforms. One of the primary challenges is the low payout per stream. While artists with millions of streams can earn significant amounts of money, the payout for each stream is minimal. As a result, it can be difficult for up-and-coming artists to earn a sustainable income from streaming alone.
Moreover, the African music industry still faces barriers related to internet access and bandwidth limitations. While internet connectivity is improving across the continent, many African countries still face challenges with slow internet speeds and limited access to high-speed broadband. This can make streaming music a less viable option for some listeners, particularly in rural areas.
Another challenge is the lack of infrastructure for local music distribution and promotion on streaming platforms. While major platforms like Spotify and Apple Music have extensive African catalogues, many smaller, independent African artists often struggle to get their music featured on these platforms. This issue can limit the visibility of lesser-known African musicians, who may not have the same level of marketing or promotional support as more established stars.
7. The Future of African Music on Streaming Platforms
The future of African music on streaming platforms looks promising. With the continued growth of digital platforms, African music will only become more accessible to global audiences. Additionally, the rise of African music festivals, collaborations between African and international artists, and the growing popularity of Afrobeats in mainstream pop culture all point toward an even greater international presence for African music in the coming years.
As streaming services like Spotify and Apple Music expand their presence in Africa, more artists will have the opportunity to showcase their music to an international audience. These platforms will also need to address challenges like fairer revenue distribution and increased visibility for emerging artists to ensure that the next generation of African musicians can benefit from this digital revolution.
Conclusion
Streaming platforms have played a pivotal role in the global rise of African music, breaking down barriers, increasing visibility, and providing new revenue streams for artists. Through platforms like Spotify, Apple Music, and YouTube, African music has reached a global audience, creating opportunities for both established and emerging artists. However, challenges remain, including low payouts and accessibility issues in certain regions. Despite these obstacles, the future of African music on streaming platforms is bright, and as the digital music landscape continues to evolve, African artists will remain at the forefront of global music trends.
