Midem Africa to shine spotlight on continent’s music sector

With less than two weeks to go before the music trade show roars to life, the organisers have unveiled a programme featuring a host of activities including presentations, keynotes, panel discussions, networking and business accelerator sessions. The event is expected to provide opportunities and tools to help accelerate the careers of artists and music professionals in Africa.

“It’s been great to see the conversations and connections sparked during the Midem African Forum series, which we’ve hosted on the continent for the past three years,” Midem director Alexandre Deniot said. “So I’m delighted to launch this year’s Midem Africa, the very first pan-African digital music event. It will be a truly unique event, accessible to all and free of charge. My aim is to allow African professionals to benefit from real business opportunities, with support in education and professionalisation, and to highlight the continent’s talent. I can’t wait to see the music community connect with each other, both regionally and internationally.”

The event will kick off with a presentation by MRC Data vice-president Helena Kosinski (UK) titled Africa’s Role in a Global Music Marketplace. Kosinski will use the platform to share her knowledge about the continent’s current music trends and provide a deep dive into the Afropop genre across the world. Another presentation titled What’s Hot in African Music Right Now will follow afterwards, with speakers expected to be announced in due course. 

The keynote addresses will provide insight into the evolving African music industry, discover why African artists are currently reaching wider audiences worldwide and analyse the challenges faced by artists during their journey to success.

Confirmed speakers include musician and emPawa Africa founder of Mr Eazi (Nigeria), Warner Music South Africa managing director Temi Adeniji, EMEXTEE founder and CEO Thabiso Khati (South Africa), Warner Music Group managing director Moe Hamzeh (Lebanon), Warner Music Group president Alfonso Perez-Soto (US) and YouTube Urban Music director Tuma Basa (US).

Buzzing panels

Midem Africa has also programmed panel discussions that will see some of the continent’s leading artists and executives share information about the key trends and most exciting stories from their markets. The panels will seek to define a common vision to build a sustainable African music industry and support the growth and internationalisation of African music markets. 

Vanessa Mdee (Tanzania), Fally Ipupa (DRC), SOSELA director Nothando Migogo (South Africa), IFPI regional director for sub-Saharan Africa Angela Ndambuki (Kenya), Sony/ATV Music Publishing South Africa A&R manager Munya Chanetsa, Google West Africa head Juliet Emihuan (Nigeria) and artist and Music & Tech Space founder Bez Idakula (Nigeria) are among the panellists who will share their knowledge and experiences on topics like Fostering a Pan-African Music Industry, Overview of the Music Tech Ecosystem in Africa and Globalisation of Local Genres: The Jerusalema Story.

“I am really looking forward to learning more about unique business opportunities across Africa, interesting insights, trends and also new artists popping up on the scene,” Idakula said. “The value I’m bringing is more than 13 years of experience in the Nigerian music industry and also new ideas on building communities and exploring the music tech ecosystem in Africa.”

Migogo is hoping that the conversation at Midem Africa thoroughly probes areas of copyright in Africa. “An ecosystem is only as healthy as its weakest parts, so I’m hoping the challenges faced by our copyright ecosystem are afforded the same spotlight as its wins and successes, which of course must be duly celebrated. Overall, I’m looking forward to good and robust conversations,” she said.

Business accelerator sessions

The business accelerator sessions at this year’s event will focus on talent development and exploring the key to success of the African music industry. They will help and support those in the DIY sector to navigate an ever-changing but exciting environment, including how to monetise music, why entourage is key to success and how to leverage business opportunities.

Downtown Music Holdings senior vice-president David Alexander (South Africa), who will participate in the How to Monetise your Music session, said: “As this edition of Midem Africa is online and the costs for attendees are just their data and time, I am expecting an increased attendance by African delegates who are enthusiastic about getting their careers elevated to the next level. I expect some of the biggest companies in the African music business to be participating and networking with representatives of the largest global companies that are suddenly very interested in what is happening in the African music market.”

Participants at Midem Africa’s business accelerator programme will include Mr Eazi, Tresor (Congo), Shekhinah (South Africa), Cabo Verdean Music Society president Solange Cesarovna, Horus Music head of operations Abisoye Obayan (Nigeria), TikTok Africa music operations manager Yuvir Pillay (South Africa) and Afrobeat Network director Nosa Dag (UK).

“This year I am expecting to connect and exchange innovative ideas with creatives and executives from around the world,” South Africa-based Congolese musician and producer Tresor said. “I will be sharing my experience as a musician and entrepreneur in Africa and how to maximise on the incredible global spotlight our continent currently has. I will also be touching on music and brand opportunities.”

Networking 

Midem Africa’s networking segment will provide industry players with an opportunity to network with various members of the international Midem community by organising individual meetings or joining official networking sessions. The sessions will feature international publishers and music supervisors who will help artists maximise their music catalogues. PopArabia founder and president Spek (UEA) and Active Music Publ’s John Fishlock (South Africa) will be among the preselected networkers.

“I am very excited about this year’s Midem Africa,” Chanetsa said. “It was an honour to be invited to talk on two panel discussions and to share the insight and knowledge that I have. Personally, as an industry expert, the networking opportunities are the most key for me so that I can connect with other African industry experts. I am very excited about that. I guess my one hope is that Africa really takes notice of such things. I encourage everyone to register and connect.”

South African singer Shekhinah said: “From this year's Midem event, I am expecting to have conversations and connect with artists whom I usually wouldn’t be in the same space as. The digital space has really given me more access than ever before. I would love to bring all the things I have learnt in the past few years as a female artist and entrepreneur in the music industry in Africa and to share that knowledge.”

Register here to take part in the Midem Africa trade event. Download the full Midem Africa programme below in PDF.