Per the IFPI, the only region to see more than 30% growth, Sub Saharan Africa became the fastest growing region for recorded music revenues in 2022. Let's take a look at why the commercial success of Sub Saharan music is just getting started.
The Numbers:
Apple Music, reported a 500% overall streaming increase for African DJ mixes between August 2021 and August 2022. Nigeria posted the biggest bump with 3,000% year on year.
More And More People Are Listening, Thanks To The Diaspora:
Between 2000 and 2015, the African-immigrant population in just the United States more than doubled (2M+) - the fastest growth rate for any population during that time.
The Ecosystem Is Rapidly Iterating And Becoming More Sophisticated:
Thanks to platforms like the Music Business Academy For Africa amazing music business professionals are being cultivated. Additionally, labels like Mavin Records and execs like Peter Tega Oghenejobo are investing in and mentoring next-gen music business talent while emPawa is proving betting on young stars in the region is a sustainable business model.
The Wins Are Already On The Board:
In the last year we have seen sold out stadium shows, the NBA All Star Show, cross-over collabs, and sync deals for African artists. The global music industry can no longer ignore the commercial & universal appeal of music from the continent.
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