The biggest challenge facing young, independent artists, especially those from the third world, is breaking through the noise,” says Taiwo James, a music events curator and marketing powerhouse.
Her unwavering dedication to this is evident in her career trajectory, which has seen her bridge the gap between West Africa and the UK music scene. Through her trailblazing agency, 69Entertainmentbrand Ltd, Taiwo is not just changing the industry’s dynamic; she’s redefining it.
The global music industry is a complex ecosystem, with established labels holding significant power in distribution, marketing, and artist development. This landscape can be particularly challenging for young, independent African artists who often need more resources and connections to break the mold.
The rise of streaming services like Spotify and Apple Music has democratised access to music globally. However, for African artists, this presents a double-edged sword. While their music reaches a wider audience, significant streams are needed to translate into financial success.
A 2023 report by MIDiA Research estimates that despite a surge in streams (up 43.3% year-on-year in 2022), African artists still struggle to capture a significant share of global revenue (only 2.6% in 2022).
Professionals like Taiwo understand this challenge and operate from a different perspective. They focus on the vital, but often overlooked, world behind the music— the meticulous work of developing an artist’s brand, nurturing their talent, and building a loyal fanbase.
Beyond simply creating great music, independent artists need to build a strong brand and fanbase. This requires strategic marketing, and effective public relations – areas where established labels often excel.
“We need to understand the value of every stream, every download, every social media follower, every like— the seemingly “little numbers” are the building blocks that catapult artists to global success,” Taiwo remarks.
A recent study by the Berklee College of Music found that 82% of independent musicians in Africa identified a lack of marketing and promotional support as a major hurdle.
This understanding fuels Taiwo’s dynamic approach to the pan-African market. Recognising the power of connection, she created Afroaudacity – a platform for artists and music consumers to celebrate the vibrant sounds of Africa. The inaugural Afroaudacity held in Coventry and proved to be a resounding success.
Undoubtedly, the need for strong advocates for African artists is crucial. Historically, major music awards ceremonies have been criticized for overlooking African music. However, recent developments offer a glimmer of hope as the 2023 Grammy Awards introduced a new category for “Best Global Music Performance,” a step towards inclusivity.
The future of African music remains bright. Young artists are producing innovative, genre-bending music. However, navigating the global music industry requires more than just talent. For continued progress more figures like Taiwo James are needed in the panAfrican market to play vital roles in changing the dynamic, garnering strategic support structure and providing a truly level playing field, for ensuring African voices are heard loud and clear.
As 2024 continues, Taiwo James focuses on the next Afroaudacity, aiming for an even bigger impact. Her vision extends beyond this single event— she’s actively building a larger team, a testament to her ambition to create a lasting force in the industry.
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