How Do You Listen To Music?

MUSIC STREAMING PLATFORMS IN AFRICA HAVE BECOME A BIG DEAL AND ARE TRANSFORMING HOW WE LISTEN TO MUSIC

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Tap your feet, nod you head, hum a beat, and dance on the streets, nobody seems to be walking straight these days – there’s either a tune in their heads or a beat in their steps. Coupled with the growing culture of headphones in Africa it just seems like a no brainer for this trend to take center stage. The way we consume music in Africa has obviously evolved and it’s certainly exciting. I sincerely can’t remember the last time me or any of my colleagues didn’t use a music streaming platform to enjoy great African music.

Listening to music used to be limited to turning on your radio, or the tv set, or downloading it on your device so you can share and also listen at a time of your choosing but right now we can stream it. These music streaming platforms have become increasing popular among the younger generations (millennials and generation z) as it is forming a large part of their lifestyle. These young people use these platforms to gain recognition in terms of followership and acceptability, make some money (some of these platforms pay you for streaming original content), have a good time, and stay up-to-date with entertainment trends.

Source: Vactualpapers

Source: Vactualpapers

Digital music streaming platforms such as Deezer, Spotify, Mtn Music +, Apple music, Habari, Boomplay, and so on have taken advantage of the rise in earphones culture, the increased penetration of smart devices, strong and affordable data, and a healthy youthful population in Africa to build a multi-million dollar business.

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It now seems ancient to just download songs to your device to listen or share, now we stream it. Music has always been the pulse of any vibrant community and it has found a way to be a part of our daily routine as it thrives on the back of these digital streaming platforms. After music is made, we stream it to hear it – it’s a whole new experience.

As a result, music producers and artists have adopted the digital first strategy – launching their work on digital media before going on traditional platforms - as they are certainly going to reach a larger number of Africans in so little time.

Like they say “content is king” therefore digital is the King Maker and if music is the beat, then music streaming platforms are the heart.

Do You Dig.It.Al?

THE NEW VOICE OF THE AFRICAN CONSUMER IS DIGITAL

Source: Pexels

Source: Pexels

A few days ago my sister ordered for a particular product she needed urgently from an online store, when the product was delivered it wasn’t of the same quality as advertised on the store. Soon after, she took to social media to express how upset she was, immediately the brand saw it, they shut down the online vendor and got a replacement for her order. One other time I was having issues with my television subscription so I sent the brand a direct message on twitter and in a few minutes they responded and fixed my TV. There’s a long record of customers who have been duly satisfied through digital media platforms and this wasn’t so a few years ago.

Before the revelation of digital media, interacting with brands seemed to be a treacherous journey to undertake. If you bought a product and it was bad, you practically had no one to complain to so you just dispose it and buy another one –more money for the brand and more loss for you.

Source: Unsplash

Source: Unsplash

Now that digital media has given us a voice, we will troll brands and vendors until they hear our voices and deliver value; little wonder why we see a trend in brands and businesses include integrity as one of their core values.

Digital media has made it easier for customers to interact with their favourite brands and we dig.it.all day long.

Spot the Fro

SPOTIFY HAS ANNOUNCED THE INCLUSION OF AFRO HUB TO ITS PLATFORM

Source: Party Scene

Source: Party Scene

Africa most certainly has perfected the art of throwing mediocrity and mundanity out the window, because every day seems to usher in something magnificent into every facet of pop-culture. And this is evident in the encouragement of great work ethics and excellent outputs that can compete on world stages. As a proud African, I love it.

On the 5th of October 2018, Spotify (one of the world’s biggest digital music platform) turned its eye to Africa as it announced the introduction of the Afro hub to its platform. As part of its newest Global Cultures initiative, designed to promote and bring to the surface culturally diverse music. Spotify’s vision for Global Cultures is to connect audiences by bringing cultures from around the world into your playlist, opening a lens into fresh parts of the world.

Source: Flipboard

Source: Flipboard

The hub is designed to celebrate African music and honour the African culture as well as explore its love for entertainment. As African music has been known to inspire great singles from around the world and encourage socio-political movements, Spotify has decided to help broadcast the African message in music.

Source: BukiHQ

Source: BukiHQ

According to Bizcommunity, Afro Hub will include multiple tiers of content, featuring news, podcasts and playlists. A few examples of the hub’s playlists include: African Heat (Top Hits); Peppeh (Early Bets); Gold Mine (Classics) and We Everywhere (X-Overs / Diaspora Hits), as well as playlists highlighting the continent’s best tracks within continental shelves (excluding West Africa, East Africa and Southern Africa). The hub will also offer unique content including playlist takeovers from artists like Major Lazer, Wizkid, Jacob Banks, Burna Boy and Bas & Mereba, and podcasts by Jesus & Jollof feat. Yvonne Orji and Luvvie Ajayi, some of the best African creators of today.

So no matter where you are in the world, you can SPOT THE FRO, by enjoying great African music all day long.

*Shuts down laptop to play from Afro hub on Spotify from my phone*

The Future of TV in Nigeria

WHERE IS TELEVISION HEADED?

Source: Grewallevymarketing

Source: Grewallevymarketing

Television is an integral part of every Nigerians home, so whatever happens to Tv happens to all of us. Even though digital has come to give Tv a fight for space in our hearts as people are more glued to their mobile devices these days, tv will not back down without a good fight. Back in the day, Tv was every child’s best friend, if you were grounded, the only thing you are likely to miss was the tv set. There were loads and loads of entertaining programing on Tv and the best part was, you didn’t have to pay for any of them.

In 2006, the Nigerian government came up with a policy urging television stations to go digital. This meant that every household had to get a decoder in order to access these stations. Normally we would have an aerial dangling outside to help us receive our favourite stations, but now, we were going to start paying. Although we were going to get some stations as free-to-air but others were going to be paid for. 

At the time, this move didn’t seem feasible as television stations would lose market share if they had gone on Paytv and their consumers didn’t follow, as it was perceived to be rather expensive for the average Nigerian and it was a luxury only the rich could afford; so they stayed terrestrial. I for one couldn’t complain, I had everything I wanted on Tv plus my mobile device to connect me to the rest of the world. But very subtly, consumers started moving away from terrestrial TV to Paytv as some international stations started to woo them with excellent programming.

Fast forward to 2018, nearly every household has a decoder and are paying for television stations. The Paytv trend has so caught on that several states such as Imo, Enugu, Rivers, Oyo, Kaduna and so on don’t watch terrestrial station, only digital –Paytv. Many households in Lagos, the country’s commercial capital, do not remember the last time they tuned to a terrestrial Tv station.

More so, market leaders such DSTV, GoTv, Kwese Tv, Star times, CTL, Metro digital and so on have made it easier for Nigerians to go digital, as the competition amongst these service providers have forced a drastic drop in pricing –making it available for the everyday Nigerian.

Right now, nearly every Nigerian television station is going digital and any who is left terrestrial may just be putting itself out of business. At the moment, I no longer have an aerial dangling outside my house but a huge satellite dish for a receiver. 

Welcome to the age of digital television; you can watch anywhere in the continent.

An Earthquake is Coming –The Generation Z Phenomenon

DON’T LET THIS CAPTION FOOL YOU, THIS EARTHQUAKE IS ALREADY HERE BUT YOU ARE YET TO FEEL THE TREMOR.

Source: Ita Group

Source: Ita Group

This article is designed to bring you up to speed with trends occurring in consumerism in real time. So, if you don’t want to be left with the aftershock it is important you pay close attention to this. 
Brands; whether corporate or individual, seek to reach a target audience. Right now that audience is speedily evolving with the increased rise in purchasing power among the generation Z.

WHO IS THE GENERATION Z?
They are those who are born from 1996 and upwards. The oldest of this group of consumers should be going on 22 years, which makes them a target for multinational brands as they are now being added to the working population. My only regret for this generation is that they will never experience what it felt like to have a frustratingly terrible network. I’m talking for those who came from the age of clicking to open a tab on the computer and then going to sleep only to return to find out that the web page has opened just half way. This generation Z will never experience what it feels like to send a letter via post office to a cousin who is in a very distant place only because there was no mobile device and sending emails was luxury.

Source: YourHighestStandards

Source: YourHighestStandards

Born into the age of technological advancement, this generation is more inquisitive compared to their predecessors; the millennials. The generation is more frugal, more serious, more spontaneous, and more entrepreneurial. They are technologically savvy, data driven, have social media at their disposal to promote real time information dissemination; they are extremely connected, and have access to a vast knowledge base enveloped in a hub called the internet. Furthermore, they have little tolerance for bad network providers, prefer a paperless mode of working, hungrier to achieve set goals, and want to buy more than a product –they want to buy a character. They are cautious about celebrity endorsements as the character of a celebrity endorsed is supposed to reflect the character of the brand.

WHAT TO EXPECT

Source: Drapers Online

Source: Drapers Online

This earthquake- the generation Z is going to cause brands and marketing executives to rethink their marketing strategies, reposition their brands and lay extensive emphasis on digital marketing. The millennials rocked the marketing communications world as they heralded the digital age but the generation Z is set to bring down the storm as they are the true natives of the digital age.