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.

Marijuana Will Take Over the World

INDIAN HEMP IS INCREASINGLY BEING RECOGNIZED IN MANY CORNERS OF THE WORLD AND AFRICA IS NO EXEMPTION

Source: Unsplash

Source: Unsplash

I feel like, marijuana every night has a conversation with Indian hemp (which is the same thing – you’ll see where I’m going with this) like Pinky and the Brain,

Indian hemp: what are we going to do tomorrow night Marijuana?

Marijuana: Same thing we do every night Indian hemp, try to take over the world!

Because the storm upon which this marijuana trend is currently gliding on is very strong and it is sweeping across the face of the globe like an unsettling debris.

Following the announcement of Canada legalizing the use of marijuana across the country, a few African countries have chosen to follow suit as Lesotho has become the second country and the first African nation to legalize the use of marijuana for medicinal purposes nationwide. South Africa, Malawi, and Zimbabwe are currently considering doing same.

Source: Unsplash

Source: Unsplash

Ghana is currently the number one African nation in terms of marijuana consumption as 21.5% of its population consumes the product daily – answerafrica.com. Marijuana is grown across the content from west to north to east and southern Africa and consumption doesn’t seem to be slowing down.

Should every other African country join talks to legalize the widely illegal plant in years to come? I can’t say for certain but I would like to hear what you TINK in the comment section below.

Curating Culture

BRANDS ARE FIXING TO TAKE THE FRONT ROW IN CURATING CULTURE – TAKING THE MANTLE FROM ENTERTAINMENT IN CURATING POPCULTURE

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Source: Unsplash

2019 is a year that will herald the massive disruptions that will take place in years to come. The upswing of trends and disruptions, hashtags, and conversation seen in the previous year is just the beginning of things to come. With the increasing internet and mobile penetration in Africa and increasing interconnectedness amongst the healthy youthful population in Africa; we are set to see a cluster of trends; it is forecasted that by 2050 Africa will account for over 40% of the world’s youth population, plus, report has it that only 24% of the African youth population are connected and plans are underway to connect the remaining 76%. Imagine what could happen when this happens.

Source: Unsplash

Source: Unsplash

With these growing trends, businesses are tasked with the responsibility of battling the noise to come and as such they have chosen to no longer wait for popculture icons to create trends, rather they have chosen to take matters into their own hands. This way brands and businesses can effectively create their own niche and encourage loyalty amongst their customers.

This is surely going to be a jolly good ride to see brands falling over themselves to create the next big thing.

TINK will be here watching this very closely.

Out Flux

AFRICA IS SUFFERING FROM A NEW EPIDEMIC WHICH IS THE MASS EXODUS OF AFRICANS TO OTHER CONTINENTS

Source: Pexels

Source: Pexels

According to a Pew Research Center analysis of data from Eurostat, Europe’s statistical agency. It shows that migration from Africa to Europe has grown to nearly 1 million individuals between 2010 and 2017. The stats did not include migration in 2018 and I think that would likely double the figure stated above.

Africans are migrating from (had to resist the urge to write “running from”) Africa at an astronomical rate and this is becoming a source of concern to the Nation. As Africa produces young vibrant people from its educational system annually, it stands the risk of losing those minds to Europe or other continents that promises an improved standard of living. Africa is running low on human resources every now and end as it loses both skilled and unskilled labour to other continents.

What can Africa do?

First of all, it behooves the government to implement policies that encourages business and infrastructural development within the individual countries. This is certainly going to spur hope and optimism especially among the youthful population (which is the higher number migrating).

Improved standards of living is must have in Africa; Africans are tired of struggling and striving for the next meal. The hardship in many African countries is outrageous and must be dealt with.

Source: Pexels

Source: Pexels

Truth is,

No one actually wants to leave the African shores for anything other than tourism and vacation but with the present situation in Africa, it seems as though if you want have a better life you must move.

This trend has become a norm and Africa is set to see an even greater number of people moving to European countries – although this number is likely to be hampered due to the United States government shutdown which has greatly reduced the influx of people to the country.

LAPPS

BRANDS AND CONSUMERS HAVE BEGUN TO EXPERIENCE A SYMBIOTIC TYPE OF RELATIONSHIP WITH THE RISE IN LIFESTYLE APPS

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Source: Pexels

What do you want from a brand? Yes you, you reading this, it’s you I’m asking because as you go about your daily activities brands and marketers tend to plague you with a humungous number of ads. Doesn’t it sometimes irritate you or make you feel like you are walking through a valley of ads. I was walking through an aisle the other day and I literally felt like one who was walking through a valley of ads, brands everywhere, the bright and shiny colours were blinding.

That being said, one major challenge marketers have been embattled with over the past couple of years has been how to integrate their brands with the lifestyle of their consumers. In a view to make this happen, they end up having consumers live amongst a plethora of marketing communications that it becomes more difficult to separate the truth from the lies.

Source: Pexels

Source: Pexels

However, marketers have found a great way for ads and consumers to co-exist effectively. Owing to the rise in internet penetration and mobile devices, brands have chosen to invest heavily in Lifestyle mobile APPlicationS. Lifestlye APPS that keeps you up to date with relevant information for the consumer and also ensuring that the marketing communications of brands are heard. Some of such apps include Habari, Alat, Madivas, Sliide etc.

These apps help you breathe.