Music media in Africa

1 May 2018 - 16:39

Media has always played an important role in the music industry. Before the age of the Internet, media outlets such as newspapers, magazines, TV channels and radio stations were the only mass communication actors that disseminated information about artists and their works. The music review, for example, was a window for fans to get a critical and informative take into a new release before they could buy it. In fact, the music critic could make or break an artist by penning a few subjective, albeit usually informed, sentences in the arts section of a newspaper.

Kenyan journalist Bill Odidi interviews Senegalese legend Baaba Maal at last year's Music In Africa Conference for Collaborations, Exchange and Showcases (ACCES). Photo: Music In Africa

Although traditional media still wield power in their proclivity to form public opinion, many consumers are sidestepping journalists, art critics and editorial stances by going directly to musical works without bothering too much about third-party opinions. This liberation of access has been made possible almost entirely by the Internet, where musicians can upload and market their music without the necessity to go through the traditional, and frequently corrupt, media filter.

The gate to unfettered information sharing has been flung wide open, yet many musicians, specifically in Africa, have not figured out how to use the full potential of the Internet to their advantage. Here at Music In Africa we conduct a great deal of research into artists on the continent, and it never ceases to amaze us how many great talents have little or no online footprint, even if they come from countries where there’s freedom of information and affordable Internet access.

Music In Africa prides itself for being a multifaceted platform where traditional and new media converge to provide artists, researchers, writers and fans a platform on which they can maneuver the African music industry in myriad ways. Our Magazine section is compiled by journalists sitting at five desks across the continent, providing up-to-date news and opinion articles in English and French, sans the sensationalism. Our Knowledge section teaches interested individuals how to play a variety of musical instruments, how to be entrepreneurs in the music business and how to utilise the power of the Internet in a way that makes sense for their brands. We even employ social media functionalities where our users can connect with each other to find new opportunities, while artists can create personalised profiles that synch their multimedia channels to present their music to a new, pan-African audience. We truly believe that we are the leader of African music media.

With the aforementioned in mind, we have chosen Music Media in Africa as May’s theme, through which we will look at the many parts making up the media scene with a view to support music professionals on the continent.

Be sure to check in with us for updates as the month of May progresses.

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