One of the most exciting parts of December 2018 was when different musicians were showing off their Spotify Wrapped figures. It was almost like a report card for a term well spent and of course; those who had good results were excited to share the good news, and for those who exactly didn’t have good results, well we know the rest.
These data analytics give us a peep into the audience size of every musician as well as the potential revenue power of an artiste. Mr Eazi shocked the world to a whooping total of 163 million streams and an estimated 16 million fans from 65 countries. Guess who also shocked the world? Ice Prince with 19 million streams which made him the most streamed rapper in Africa, despite the fact that he hasn’t released a rap song in almost a decade.
For a top American or European artiste these numbers aren’t the best, but for African musicians who sell their music in Africa predominantly to Africans, these are quite high numbers and they mark a remarkable feat in the streaming culture of Africans. It is also an indicator that Africans are ready for a streaming service that will totally cater for African music. With the disruptions and market reform streaming has brought to the 21st century music business, how much of its benefits do African musicians enjoy?
Gojë Distro is a digital music distribution and licensing company run by young Nigerians based in Lagos and New Brunswick, NJ; their mission is to make music distribution services easily accessible and at the same time affordable for African musicians. The company boasts of partnership with over 150+ music platforms including Apple Music, Spotify, and Deezer.
Streaming means that the artiste can now keep 100% profit off their record sales, the artiste has full rights over his masters, and can decide on what economic policy best suits his materials. Also with streaming–as Spotify wrapped has shown–it means artistes have access to improved data analytics which gives insight on sales and engagement to forecast and create marketing strategies.
Whether an artiste benefits from the innovation streaming affords depends solely on his distributors.
From time, there have been a few digital music distributors, most of which are either American or European companies. Now that the relevance of streaming services has spread across continents, it is fair to say that African musicians deserve a fair treatment and representation in terms of distribution service.
Gojë is working to democratize music distribution for African musicians, offering them equal chances on global streaming platforms and as well, making sure that artistes get what they are due in royalties.
A survey carried out by Gojë early this year showed that 35% of Africans musicians have access to streaming platforms, and of this number, only about 15% are able to effectively monetize their content.
With the establishment of more music business frameworks, the structures that the Nigerian music industry is in dire need of are finally coming to shape and the future for African musicians is bright, seeing that music will continue to grow as a profitable and bankable industry in Africa.