WHY AFRICA …
Africa’s population is 1.4 billion people across 54 countries on a land mass of 30.37 million sq. km (11.7 million sq mi) – roughly three times the size of Canada. It houses Northern Africa – one of the fastest-growing music market regions under MENA. It is home to the growing popularity and expansion of Afrobeats from Nigeria.
North Africa (under Middle East and North Africa region or MENA) is the Fastest Growing Region in the World
In response to the phenomenal growth in Africa, the International Federation of Phonographic Industries (IFPI) has – for the first time – reported on Sub-Saharan Africa as well as the Middle East and North Africa (MENA). With exceptional revenue growth of 35.0%, MENA was the world’s fastest growing region in 2021. Sub-Saharan Africa (SSA) showed consistent revenue growth (9.6%) in in 2021, with South Africa indicating a +2.6% increase year-over-year. Consistent with all other regions, SSA saw an increase in revenues from streaming, especially ad-supported streaming where revenues rose by 56.4%.
Africa’s music streaming market projected to reach $314.6m by 2026
Areas previously inaccessible are now developing music industry infrastructures to help nourish and grow the local music scene. The Sub-Saharan Africa generated $70.1M of revenues from recorded music in 2021 – one of the first times IFPI has posted an official industry figure for the region. That was up by 9.6% year-on-year. Research firm Dataxis predicts Africa’s annual music streaming revenues will grow from $92.9m in 2021 to $314.6m by 2026, citing internet penetration rates as the main ceiling on this growth, as streaming cannot go faster than infrastructure. Dataxis also noted that the majority of revenues are still coming from a minority of African countries: around 40% from South Africa, and 86% from that country plus Egypt, Nigeria, Morocco and Algeria – the top five markets in the region.
The Phenomenon of Afrobeats
African music is slowly making its footprint on the world with Nigerian musical exports and the introduction of Afrobeats. Afrobeats has encouraged a whole generation of musicians from Nigeria, across the continent, and maybe even globally.
One of the factors contributing to this is the Nigerian migration and diaspora which is vast and expansive. Nigerians are spread out throughout the world. Over and above this, the Nigerian community is a tight knit one, no matter where they are in the world. They are also generally quite successful while strongly maintaining their attachment to their culture. As a community, they continuously prioritize the consumption of their culture and this includes watching Nollywood movies and listening to or producing their music. This has influenced the massive export of their music to all these places. These three ingredients make for the perfect recipe for a global music takeover.
The impact of Afrobeat’s collaborations with global styles has even further cemented the genre and Africa in the West with international superstars joining forces with some of Africa’s most exciting artists including Major Lazer and Mr. Eazi, Wizkid and Beyoncé, and Burna Boy and Chris Martin.
Another major artist to invest in the potential of the African market is an English singer-songwriter, Ed Sheeran. Since the South African tour of his album Divide, he has been mixing things up music-wise. Recently he has released dance tracks like Bad Habits which are already different from his usual love songs. With this evolution of his sound, the artist has embarked on his first-ever afrobeat track as he hopped onto the remix of Nigerian superstar Fireboy DML’s hit single Peru. While Sheeran has been venturing into other genres of music Afrobeats is not something anyone would have expected from Sheeran next as it is an even further step away from his normal sound. This bodes untold potential for co-productions between Canadians and music creators on the African continent.
MEET THE CANADIAN TRADE COMMISSIONERS
The Canadian Association for the Advancement of Music and the Arts (CAAMA) in collaboration with Global Affairs – presents an opportunity to meet with your Canadian trade commissioners from the various posts around the world, in town to meet with export-ready Canadian companies and entrepreneurs
In addition to Canada’s trade commissioners onsite at the Intl. Marketplace for an Export Cafe to meet their Canadian constituents, CAAMA will welcome international export offices from a variety of countries attending CMW to do business with Canada.
19th ANNUAL 2023 INTERNATIONAL MARKETPLACE AT CMW
SATURDAY, JUNE 10, 2023
10:00 AM – 10:45 AM IMP (Piers 2/3)
SPOTLIGHT ON AFRICA – I LOVE AFROBEATS
Can Afrobeats be authentically created locally throughout the diaspora regions? This panel of Afrobeats industry veterans and brand specialists will highlight the influence of social media in the growth of Afrobeats style; the art of Live Performance and its importance in the development of the movement. The conversation will conclude with a brain analysis on solutions to the challenges faced by the Afrobeats movement in achieving greater exposure, recognition and success. Curated by African Music Week (Canada)
MODERATOR: Julz Ossom, Founder, African Music Week (Canada)
PANELISTS:
- Adesegun Adeosun Jr. CEO / Founder. AFRONATION
- Eddie Hatitye – Music in Africa Foundation (Zimbawe)
- Olive Uche – Creative Strategist. Founder & CEO of NJIKO
- Rickie Davies – Promoter (Ghana, UK)
11:00 AM – 12:15 PM (Harbour Ballroom B/C)
SPOTLIGHT ON AFRICA – HOW TO BREAK INTO THE AFRICAN MUSIC MARKET: Unpacking Rights, Distribution and Collaborations Across Borders
Join our expert panel as we explore the exciting opportunities and challenges of breaking into the African music market. Our discussion will focus on the essential elements of success, including understanding the complexities of rights, distribution, and collaboration across borders. With our experienced panelists, you’ll learn how to navigate the African music market, build meaningful relationships, and maximize your impact on this vibrant and rapidly expanding industry. Whether you’re an artist, manager, or industry professional, you won’t want to miss this
valuable discussion on breaking into the African music market.
MODERATOR: Amira Guetif – SXM Festival (Sint Maarteen – The Caribbean) Fabrika Festival (Tunisia) Soundscapes
PANELISTS;
- Brahim El Mazned, Founder – Visa For Music (Morocco)
- Eloi Mugabe (He / him) – Content Manager, Paradise Africa Dist.; Audiomack (Rwanda)
- Jiggs Thorne (He / him), Founder, Director – MTN Bushfire Festival (Eswatini)
- Kevin Stuart – Artist Talent Management (ATM)
- LeratoMatsoso, Stakeholder Relations Manager – CAPASSO (Composers Authors and Publishers Association NPC) (Braamfontein, Johannesburg)
- Natasha Stambuli (She / her), General Manager – Boomplay (Tanzania)
- Pfanani Lishivha (He / him), CEO – SAMPRA (South Africa)
- Pule Mokoa, Head of A&R and Marketing – Content Connect Africa & Gallo
- Sarah Jane Nicholson, Firestarter – Paradise Worldwide – Africa Rising Music Conference’
- Tumi Mogapi (She/heer) Vice-Chair of Development & Partnerships at Women In Music South Africa, Head of Publishing at Africori Music Group (South Africa)
INTERNATIONAL MARKETPLACE AT CMW – MEET AFRICA
Meet one-on-one with members of the African delegation – in a session of B2B meetings. Capacity is limited. Walk-Up session on a first-come, first served basis.
Contact the Intl. Marketplace team onsite for more details on how to participate in a pre-arranged Virtual B2B Meeting session with Africa in July 2023.
AFRICAN MISSION DELEGATES INCLUDE
- Adesegun Adeosun Jr. CEO / Founder. AFRONATION
- Amira Guetif, (She/her) Communication and Creative Lead. SXM Festival (Sint Maarteen – The Caribbean). Fabrika Festival (Tunisia)(North Africa – Tunisia).Soundscapes | Program Consultant (Tunisia/Canada)).
- Brahim El Mazned, Founder – Visa For Music (Morocco)
- Eddie Hatitye – Music in Africa Foundation (Zimbawe)
- Eloi Mugabe (He / him)- Content Manager, Paradise Africa Dist.; Audiomack (Rwanda)
- Jiggs Thorne (He / him), Founder, Director – MTN Bushfire Festival (Kingdom of Eswatini
- Julz Ossom, Founder, African Music Week (Canada)
- Kevin Stuart – Artist Talent Management (ATM)
- Lerato Matsoso, Stakeholder Relations Manager – CAPASSO (Composers Authors and Publishers Association NPC) (Braamfontein, Johannesburg)
- Olive Uche – Creative Strategist. Founder & CEO of NJIKO
- Natasha Stambuli (She / her), General Manager – Boomplay (Tanzania)
- Pfanani Lishivha (He / him),CEO – SAMPRA (South Africa)
- Pule Mokoa, Head of A&R and Marketing – Content Connect Africa & Gallo
- Rickie Davies – Promoter (Ghana, UK)
- Sarah jane Nicholson – Africa Rising Music Conference
- Tumi Mogapi (She/her) Vice-Chair of Development & Partnerships at Women In Music South Africa,Head of Publishing at Africori Music Group (South Africa)
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For more details, contact <imp@caama.org>
