In recent years, African music’s meteoric rise on the global stage has transformed pop culture, presenting unprecedented economic opportunities for creators across the continent, including in The Gambia. This article delves into African music’s multifaceted impact, its role in cultural diplomacy, and how we can position the Gambia’s music ecosystem to capitalize on the immense economic potential of this industry.
African Music’s Global Impact
The global music scene has been electrified by the vibrant sounds emerging from Africa. Artists like Burna Boy, Tyla, and Master KG have transcended geographical boundaries, achieving international acclaim and reshaping the definition of pop music. Burna Boy’s Grammy-winning album “Twice As Tall” and Tyla’s viral hit “Water” exemplify the global embrace of African music genres like Afrobeats and Amapiano.
The Recording Academy, behind the GRAMMY Awards, is now expanding its support for music creators in Africa. The academy has partnered with Ministries of Culture and key stakeholders in the Middle East and Africa to enhance its presence and services in these growing music markets.
According to Semafor Africa, there is a long-term vision to bring a Grammy Awards event to the continent, though the exact time frame is still unclear. A Recording Academy spokesperson was not available ahead of press time to comment on the plans.
The Academy has reportedly already signed early agreements with culture ministries in Kenya, Nigeria, Rwanda, and South Africa as part of what one of the people described as a capacity-building strategy to help expand the global music industry. It has also signed MOUs with Ghana and Côte d’Ivoire. The plans currently include training and educational programs for creators and executives, advocating for strong intellectual property legislation, and publishing research on local music markets.
Executives from the academy have spent the last two years visiting countries in Africa and the Middle East as part of this plan to expand the reach of the formal music industry. There is widening acknowledgement among culture leaders in African governments that more rigorous IP and copyright laws are key to ensuring local creators can fully benefit from their work and thereby boost the wider economy at home but also as export products.
Cultural Diplomacy
African music is more than entertainment; it is a potent form of soft power that shapes global perceptions and fosters cultural diplomacy. Artists like Burna Boy, Wizkid, and Sona Jobbarteh serve as cultural ambassadors, spreading African rhythms and narratives worldwide. Their music challenges outdated stereotypes and presents a dynamic, modern image of Africa, enhancing the continent’s cultural capital and making it an attractive destination for investors.
Gambian artists are making significant strides both domestically and internationally. Figures like Sona Jorbateh, J Hus, and Pa Salieu, with Gambian roots, are leading the UK music scene, while local stars like ST Da Gambian Dream, Gee, and Jizzle are gaining international traction. These artists not only highlight The Gambia’s rich musical heritage but also serve as cultural ambassadors, introducing global audiences to Gambian sounds and stories.
Despite their growing success, Gambian artists face challenges such as limited access to funding, inadequate infrastructure, and a lack of professional training. However, these challenges also present opportunities for investment and development.
Economic Potential of African Music
The economic potential of the African music industry is staggering. According to a report by PwC, the entertainment and media market in Africa is expected to reach $15 billion by 2024, with music being a key contributor. This growth is driven by increased consumer spending on music and the rising popularity of streaming services, a trend that is expected to continue as more Africans gain access to affordable internet and mobile data.
With a population of 1.2 billion people, the African market presents a vast, untapped potential. Currently, only 3% of Africans are subscribed to music streaming services, indicating significant room for growth. As internet penetration improves and mobile data costs decrease, more Africans will be able to access digital music platforms, further driving the industry’s expansion.
According to the United Nations Conference on Trade and Development (UNCTAD), one of the legacies of the COVID-19 pandemic was the acceleration in the shift to e-commerce and digital platforms for cultural economy activities which includes music. Estimates are that revenue from digital music streaming in Africa will grow to $500 million annually by 2025, up from $100 million in 2017. While platforms such as Spotify, iTunes, and TikTok are popular for streaming music from African artists, questions arise about the economic dividends per stream captured by the artists. Here lies an opportunity for musicians, artists, the private sector, and governments to drive economic growth from Africa’s music sector. Investing in Africa-led and locally-owned streaming platforms could potentially address some of the bottlenecks around earnings.
Opportunities for Gambian Creators
For Gambian artists, the rise of African music presents unprecedented opportunities. By leveraging digital platforms and engaging in cross-cultural collaborations, Gambian creators can reach new audiences and generate revenue. Specific initiatives, such as music festivals, talent shows, and government support, can further bolster the local music scene.
Gambia’s music scene, though smaller compared to giants like Nigeria and South Africa, is rich with talent. Artists like Jizzle and ST are making waves both locally and internationally. To capitalize on the global rise of African music, Gambian artists should focus on creating high-quality content, building strong online presences, and exploring collaborations with artists from other countries.
Gambian artists can learn from the Nigerian music industry by adopting similar strategies in music production, marketing, and international collaboration. Building a robust music industry requires not only talent but also strategic planning and investment.
Challenges and Solutions for Gambia’s Music Ecosystem
However, to fully realize this potential, several challenges must be addressed. Issues such as underdeveloped music ecosystems, high mobile data costs, and limited access to financing hinder the industry’s growth. Addressing these challenges through improved infrastructure, supportive policies, and innovative financing solutions is crucial.
One major challenge is the lack of adequate infrastructure for music production and distribution. Many artists struggle with access to high-quality recording studios and reliable distribution channels. Governments and private investors need to invest in building state-of-the-art music facilities and robust distribution networks.
Internet access and high mobile data costs also pose a significant barrier to the widespread adoption of digital music streaming. Lowering these costs through policy interventions and partnerships with telecom companies can increase access to music streaming services, thereby boosting the industry’s growth.
Potential Strategic Government Interventions
Public-private partnerships can also be instrumental in developing the local music infrastructure. The Gambian government can play a significant role by creating an enabling environment for the music industry. This includes providing grants and subsidies for music production, investing in music education, and facilitating access to international markets.
Innovative financing programs from agencies such as the African Development Bank (AfDB) and governments could stimulate economic activity and fuel job creation within the music industry. And as a medium-term intervention, governments can collaborate through platforms such as the African Union to pledge funding and other interventions to increase the contribution of music to the region’s GDP. Since that first drumbeat was sounded until the present day, diverse music genres from across the African continent have served to entertain and inspire globally. They have served as the marching rhythm for social change while gaining greater prominence at home and abroad. And with the right collaborations and investments, the impact of a growing and more dynamic music sector will reverberate across the African continent.
The Way Forward for Gambia’s Music
Diverse musical genres have historically served at the forefront of cultural and economic integration worldwide, and Africa is no exception. While platforms such as Spotify, iTunes, and TikTok are popular for streaming music from African artists, questions arise about the economic dividends per stream captured by the artists. Here lies an opportunity for musicians, artists, the private sector, and governments to drive economic growth from Africa’s music sector. Investing in Africa-led and locally-owned streaming platforms could potentially address some of the bottlenecks around earnings. Additionally, innovative financing programs from agencies such as the African Development Bank (AfDB) and governments could stimulate economic activity and fuel job creation within the music industry. And as a medium-term intervention, governments can collaborate through platforms such as the African Union to pledge funding and other interventions to increase the contribution of music to the region’s GDP.
Conclusion
The rise of African music represents a transformative force in the global music industry, bringing new sounds, rhythms, and cultural expressions to audiences worldwide. For African artists and countries like The Gambia, this presents a golden opportunity to harness music’s power for economic development and cultural diplomacy. By investing in infrastructure, technology, and strategic partnerships, Africa can continue to amplify its voice on the global stage and drive economic growth through the vibrant and dynamic music industry.
