The increasingly prestigious awards tap into the continent’s fast-growing youth market and its expanding consumer base, with Africa’s total population projected to jump to two billion by 2050. will (soon) grow at nearly 13 per cent annually, which is a fantastic rate.A few decades ago traditional African folk music dominated the industry, but the trend has shifted.Kenya is also forecast for a strong growth, at about 9.”In contrast, piracy hollows out sales volumes.“The one sector that has done particularly well over the last five years is live music. A recent study of the entertainment sector by PricewaterhouseCoopers (PwC) accountants showed rapid earnings growth in many African countries, fuelled largely by live performances by local artists..“Consumers are increasingly wanting local content,” Vicki Myburgh, a PwC director who conducted the study released last month, told AFP.And African musicians are not only appealing to domestic consumers, but also generating more interest abroad through tours and collaborations with big international names. “The growth is being driven by innovative artists that are breaking down boundaries and reaching Africa’s enormous youth population through their music.“African music will always influence global music.
And now you see the influence of African music in American music — listen to (Canadian rapper) Drake. It goes to show what people want — they are prepared to pay a huge amount to go and watch a live concert..Contenders for the artist of the year category are Nigerian afro-pop stars Yemi Alade and Wizkid, South African afro-house DJ Black Coffee, Kenyan singer Sauti Sol and Diamond, a hip-hop guru from Tanzania. “The African music scene has been very dynamic,” said Claire Henoque, music promoter and owner of France-based Tour-makers.Demand for homegrown contemporary music is sweeping Africa and driving a creative boom in an industry otherwise battered by falling CD sales and rampant piracy. Demand for homegrown contemporary music is sweeping Africa and driving a creative boom in an industry otherwise battered by falling CD sales and rampant piracy.”This weekend, African talent will be celebrated in Johannesburg at the annual MTV Africa awards set up in 2008 to recognise those “who have made the most impact on African music and youth culture”. What is so attractive is the ability of African musicians to blend with other music genres.“It’s the local content that’s going to drive growth,” Myburgh said.“We see a lot of African artists now performing and touring overseas,” Leo Manne, vice president of music channel Trace-TV Southern Africa, told AFP.“The Nigerian music market.”
