Midem Music Pulse – 4 Music / Tech Evolution in Africa

Across the African continent, artists are finding new ways to connect with fans and distribute their music, aided by new technology and companies – both local and global. This is not a case of simply applying the structures and services of the music industry elsewhere in the world, however.

One of the key themes of the Midem Africa conference, which begins on 28 June, is avoiding that mistake, and instead focusing on local entrepreneurship and true partnerships. Here are four clips from the sessions that show you how Africa’s music/tech evolution is progressing.

Midem Music Pulse helps you understand the main challenges and key trends shaping the future of the international music business via exclusive content from Midem Africa.

From 28 June to 1 July, embark upon a four-day journey that will map out the African music industries, highlight the most exciting trends and opportunities, and provide key insights and practical tools to foster networking and accelerate careers and business among key local music players and their regional and international counterparts.

Join Midem Africa, the first pan-African digital music event on 28 June 2021 on the Midem Digital platform. Accessible to all, free of charge! Register now 

WP Africa

Discover the 4 Things You Need to Know about Africa’s Music/Tech Evolution.

1. Successful African artists helping the next generation

“I think it was a natural progression from starting out as giving grants to artists, to trying to figure out how to have a business model that is different, that works for African creatives…” – Mr Eazi

Mr Eazi is not just one of the most successful African artists at the moment: he has been actively working to bring the next generation through, with his emPawa Africa organisation. In his Globalising Afrobeats & Empowering the Next Generation talk, he will explain how the program has worked, and also how it has evolved from purely offering funding to 122 artists so far, to investing in some of them at a deeper level.

Pre-register now for this exclusive keynote to discover how Mr Eazi grew his career globally and how he created more opportunities for African artists through emPawa, a unique artist-incubator supporting the emergence of African talents.


2. Global labels learning from mistakes made in the past

“The labels came in, they exploited some of the content, and then eventually, because they didn’t really focus on building an infrastructure on the ground, were unable to sustain their operations long-term. We’re really focused on trying to avoid that same fate this time…” – Temi Adeniji, Warner Music Group

 All three global major labels see Africa as a priority for their businesses, but as Warner Music Group’s Temi Adeniji, Managing Director South Africa & SVP, Strategy, Sub-Saharan Africa, will explain in its The Music Industry in Africa Today & Tomorrow session, this strategy includes learning from mistakes made during the first round of label activity on the continent in the 1970s and 1980s. The major labels are intent on being here for the long-term in Africa, working closely with local partners rather than trying to displace them.

Join this exclusive keynote session with the executive trio behind this strategy -Alfonso Perez-Soto, Moe Hamzeh and Temi Adeniji from Warner Music Group – and get unique insight into this how they see the continent’s music industry evolve and why African artists are now reaching wider audiences worldwide.

3. Industry growth that does not sideline African people

“A lot needs to be said and properly understood. Properly framed and properly relayed. Properly exchanged, properly negotiated… ensuring that we’re having conversations at the right level of rigour, ensuring that conversations about us aren’t happening without us in the room…” – Andile Masuku, African tech Roundup

Building on Adeniji’s comments, in the session Overview of the Music Tech Ecosystem in Africa, Andile Masuku, executive producer, African Tech Roundup will talk about why African entrepreneurs and startups must play a full role in the evolution of the continent’s music industries, rather than be sidelined by global platforms and companies. As he put it: “We want to inform the best part of what’s to come with our participation and our insight.”

Pre-register now  to Midem Africa and add to your schedule this unique session featuring Ammin Youssouf, Afrobytes; Andile Masuku, African Tech Roundup; Bez Idakula; and Nekesa Were, African Crossroads.


4. Better connectivity fuels the demand for African music

“In Africa, 70% of the music consumed on average is local music, which is really important, and also speaks to the talent that exists, and also the appreciation of that talent locally and also across the world…” – Juliet Egimuan, Google Nigeria

In the Why is Africa a Good Market to Enter for Music Tech Startups session at Midem Africa, Google Nigeria director Juliet Ehimuan outlines some of the key trends fuelling music consumption, including an increase in smartphone ownership and more affordable internet access. With that comes increased use of music streaming services, and as she will make clear, those services are fuelling a strong demand for local African music.


Join Midem Africa, the first pan-African digital music event on 28 June 2021 on the Midem Digital platform. Accessible to all, free of charge! Register now 

Comments are closed.