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.

Rewriting the African Narrative

EMIRATES COLLABORATES WITH BBC TO SHOWCASE THE AMAZING QUALITY COMING THROUGH FROM AFRICA

Each time we turn on our television, radio, or mobile devices, we find creatives or communications materials depicting Africa as impoverished, cut out of the rest of the world, and lagging. I admit that there areas where Africa may be found wanting but there are remarkable things happening within the shores of the continent that the world is entirely oblivious to. The energy, enthusiasm, talent, and belief that holds this continent together is something that ought to be put on display.

After traveling the world and seeing people and opportunities, the light of the future always seems to beam on the African continent with obvious intensity. As a result, Emirates have launched a new campaign to rewrite the African narrative and battle the stereotype that has eaten deep into the fabrics of the world. Emirates have partnered with the British Broadcasting Council (BBC) to put out a number of videos showcasing forward thinking Africans who have successfully carved a niche for themselves and are impacting the world with the investment of their personality.

“It is impossible to ignore the energy and talent coming out of Africa today, whether in music, fashion, sports, or art. We’re seeing a greater awareness of a strong, proud African identity – while being very connected to a broad, global culture. We wanted to join the conversation and celebrate amazing, inspiring stories of people constantly pushing boundaries and challenging African stereotypes. To us, that is what travel is about, to find a common ground that helps us connect, to question, to be curious, and I believe this campaign does just that in taking Emirates closer to the heart of our audience in a way that is authentic,” said Boutros Boutros, Emirates divisional senior vice president: corporate communications, marketing and brand.

Richard Pattinson, head of BBC StoryWorks said, “This new series taps into the deep creative strength of the BBC to deliver a campaign that will capture the attention of our extensive and premium audiences in a way that no other publisher can.”

“Africa is rich” is beyond words and natural resources, it’s rich with human resources and zest. This points to the publication we released at the earlier stages of this year where we said this is the year for Africa. After reading this article I am certain you are proud of the African heritage.

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.

Star Rewrote the Stars

SORRY ZACK EFRON AND ZENDAYA, IN NIGERIA, STAR LAGER BEER HAS ULTIMATELY REWRITTEN THE STARS WITH ITS EPOCH MAKING PARTNERSHIP WITH NIGERIA’S POP CULTURE SENSATION, BURNABOY.

I’m thinking of the best place to start this article as a thousand thoughts flood my head as I think about it. But first I’d like to point out that the brand manager behind this collaboration (Star and Burnaboy) is at the top of his game. They got it right with this one. I do not see anyone else who would have been a best fit for the star brand as he has a larger than life personality.

Nigeria’s leading beer brand, Star lager beer, has after 70 years decided to take on a brand ambassador – what took them so long? I guess they were waiting for Burnaboy to be born. Following the 2018 stellar performance from the self-acclaimed “African Giant” who practically made the airwaves his personal playground, he immediately fit into the shoes of he whom Star had been waiting for all these years.

In this age of mergers and strategic partnerships, Star has just taken a huge leap into the future and has strengthened efforts into owning Africa’s youth market. Both brands, Star and Burnaboy, transcends the Nigerian market and we are sure that this development will be greeted with open arms beyond its shores.

Star’s identity just went up a notch higher as the brand now has a clear cut sound called Afro Fusion as Burnaboy would call it. Joining forces with its unique taste and colour, the brand comes alive. Little wonder why they want each one of us to come over to the brighter side of life.

Over the years, the artiste has been thought to be controversial despite having intangible controversial records and this has seen many of his works go unnoticed. We at TINK applaud his ability to rise and stay afloat regardless of the strength of the opposition – which in my opinion is what the Star brand is about.

Bringers of Tomorrow

THE FUTURE IS FOR THE YOUNGSTERS – THIS HAS BECOME INCREASINGLY EVIDENT ACROSS THE CONTINENT

Source: Pexels

Source: Pexels

When I was younger, there was this line that people used to say and it was a line in an old song “parents listen to your children, they are the leaders of tomorrow”. Interestingly, that sentence is an understatement, the truth is, they are not just the leaders of tomorrow; they are the bringers of tomorrow. This truth is beginning to stare us right in the face across the continent, no matter how the elderly tries to knock it off.

Source: Pexels

Source: Pexels

If you still don’t see what I see, here are a few factors to consider that may help;

1. Population:

I am sure you already agree with me that population is steadily rising in Africa at an alarming rate. The Goal Keepers 2018 report shows that Africa is the only region in the world where the youth population is increasing. Also highlighting that by 2050 the youth population in Africa would rise by 50%, which would make it the largest youth population in the world.

2. Industry:

Nearly every organization you walk into in Africa now have a healthy youth working population. Although Africa has its inherent employment issues but new life is beginning to pour into the economy because of this healthy youth population.

3. Fashion and Popculture:

The extensive growth Africa has seen in its fashion and entertainment industry has been due to the involvement of this youth population. Off the top of your head, name 8 A-list entertainers in Africa or your country and then count the number that falls under the youth population category. Do you see what I mean?

4. Tech:

This right here is has totally become the youth playground. New apps and inventions that’s totally disrupting every facet of the economy are springing forth on a daily basis, because young people have chosen to improve the standards.

5. Politics:

The influx of young people into the continent is forcing politics to accommodate them. In Nigeria, a #NotTooYoungToRun policy has been passed into bill. This policy allows young people to vie for public offices.

6. Marketing advertising:

Brand managers and marketers are falling over themselves trying to understand the evolving consumer. Just recently they mastered marketing to millennials and now they are faced with another challenge of marketing to the Generation I. the future is really upon us.

7. Sports:

Needless to talk about this as it is definitely the playground of the young.

Source: Pexels

Source: Pexels

As a result of these points highlighted above, Africa is tending towards spending big to invest in its youth population in order to secure legacy and improve its intellectual arsenal.

P.S: What is actually leading to the exponential rise in youth population in Africa; are young people giving birth too early and too frequently these days? Please leave your thoughts and comments below.

Just TINKing