App scene gets new African music entrant

It is the latest addition to a growing market of technological products catering to the African music industry. It has already received the support of the Musicians Union of Ghana (MUSIGA) and the Ghana Music Rights Organisation (GHAMRO). Both bodies were represented at the official launch of the app.

Speaking about the platform, which allows monthly subscription for access to music, MUSIGA vice-resident Bessa Simons was effusive.

“Play Africa Music is the greatest thing to happen to Ghana music industry,” the former member of the band Osibisa said. “I wish this had happened when I started doing music actively to sell proper. All the same, it’s here at the right time. MUSIGA is in full support of this and will continue to support. I urge all Ghanaian artists to sign up. And the ones who have already signed up, I’m happy for them.”

Although based in Ghana, the app aims to be present outside the country, and will ensure payments for songs and albums to be made in the local currency of each country. Currently only available for download on Android devices via Google Play Store, Play Africa Music can be downloaded on computers to facilitate synchronisation with mobile devices.

“For the past five years, we’ve been working around the clock to put this together to serve the Ghanaian and African market,” Play Africa Music CEO Isaac Yeboah Filson said.

“We are privileged to have succeeded in making this dream materialise. Play Africa Music will be the biggest music network in Africa. We have singles selling as low as between 50 pesetas to 99 pesewas (less than 1 US cent).

“There are also streaming options that cost as low as GHC 6 ($1). There are other mouthwatering packages that exist if you download the app. We have made it very feasible for music lovers to easily buy songs with the Mobile Money accounts, PayPal and credit cards.”

Filson said the music industry depended on paying consumers and that the Play Africa Music app had features to prevent illegal sharing. A target of 5 million subscribers over five years has been set.

“We must stop putting out music for free," Filson said. “It has to be paid for. One good thing about our service is that songs bought from our store will only be active and play from our app – they cannot be downloaded onto any third party material.”

While new music will be available, Filson said a test run revealed that users were inclined towards old songs. “Which means that we need to build a good library of songs and albums that have been released several years ago,” he added.

In providing African music to listeners around the continent, Play Africa Music joins existing platforms such as MTN Music+, Boomplay Music and Mziiki.

For more information, visit the Play Africa Music website.