Battle for the Eardrums

THE EARPIECE WEARING CULTURE IN AFRICA IS CREATING A WHOLE NEW MARKET

Source: Dreamstime

Source: Dreamstime

It’s a bright and sunny day on any particular day of the week as it is every other day in tropical Africa when it is not a rainy season – one of the predominant seasons in Africa. Still nursing hopes of beholding a snow flake fall through the African skies but loving the African weather just the way it is, we wake up every morning to a hot or cold shower, say a prayer – most of Africa is very religious, get dressed, and head out to conquer the world. Although, we often stop at the door, walk back into the house to pick up a vital accessory we nearly forgot - the earpiece.

The earpiece wearing trend in Africa has become a culture, a way of life that has eaten deep into the society. I remember riding the bus onetime and realized that nearly every single person sitting in the bus had their earpiece on. Although, the elderly in the society frown at it out of concern for their ears but the massive youthful population housed in Africa have almost entirely embraced the culture. You’ll find people on the streets, at homes, or in their offices (places where they do business) wearing an ear plug.

Source: Marketing donut

Source: Marketing donut

This culture is largely buoyed by the love for contemporary African music, the need to speak to friends, loved ones, and business partners while driving, the need to get the best out of video calls, and the shear need of wanting to be alone or cut one’s self out of the presence of others in order to concentrate.

This culture has given rise to a growing market which has made audio music providers such as Deezer, Boomplay, Apple music, Samsung music, Spotify, and so on very popular. As a result these audio music providers or platforms are in a battle to deepen their market share on the African soil, deploying exemplary marketing strategies to win the fight for the eardrums.

However, the side effects to wearing earpieces may include tinnitus (noise in ear), hyperacusis, ear infection, pains, loss of hearing, or worse, affect the brains. In as much as we may not be able to abandon the trend we should devise healthier means of using our beloved earpieces to prevent any of these side effects from occurring.